For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Workshop (WeChat public account: cafe_style) For more specialty coffee beans, please add the private WeChat of Front Street Coffee (FrontStreet Coffee), WeChat ID: qjcoffeex When a brand changes its avatar on social platforms, it often signals the start of a new round of marketing moves. Recently, Mixue Bingcheng's iconic Snow King image went from chubby and white to a golden version, sparking heated discussion among netizens. This change is not simply to build momentum for overseas expansion, but to tie in with the "Drink Mixue Bingcheng, Get a Golden Snow King Necklace" campaign. In fact, Mixue Bingcheng has long treated its avatar as ad space, having previously launched looks such as the "Darkened Snow King" and the Winter Outfit Snow King. Brands such as Heytea and McDonald's also frequently create buzz by changing their avatars for a limited time. This article will analyze the logic and effects behind this marketing tactic. [more…]

Luckin Coffee has teamed up with Disney's Zootopia 2 for a collaboration, launching limited-edition drinks, themed packaging, and merchandise, sparking a buying frenzy among fans. However, the themed stickers in the second wave of merchandise hide a clever design—what appears to be an abrupt black triangle pattern is actually a peel-off Luckin apron sticker. Users can place it over the movie characters to complete a "costume change." This design not only circumvents Disney's strict restrictions on brand logos but also achieves promotional goals through user interaction, jokingly dubbed by netizens as "a perfect combination of copyright awareness and creativity." Front Street Coffee has also taken note of the marketing ingenuity behind this collaboration and will break down the details and fun aspects of this partnership for you. [more…]

No sooner had the Qingming holiday ended than Starbucks was already busy preparing for its next round of in-store campaigns. This time, it is not a collaboration with a popular IP, but the annual, uniquely positioned-in-the-zongzi-world Starbucks Crystal Dumpling, which is about to hit the shelves again. Mocked by netizens as "a zongzi that is not a zongzi," the Starbucks Crystal Dumpling, branded with the label of "weird flavors," has once again returned to consumers' view thanks to Starbucks' persistence. According to information circulating on social platforms, this year's Crystal Dumplings follow last year's format: one box of eight, four flavors. Compared with last year, this year's lineup emphasizes a colorful visual route, with crystal-clear outer skins wrapping brightly colored fillings, looking at first glance like rainbow candy. The most eye-catching of all is the sky-blue "Coconut Wave" in the upper right corner. The promotional copy says it uses imported coconut and tastes "as blue and free as the ocean," yet netizens have described it as so abstract that it is hard to imagine. Blue food has always challenged the appetite, and even though the ingredients list shows that food coloring is used, many people still blurt out that it "looks even less appetizing." As for flavors, Starbucks seems to have listened to outside opinions. This year's four new products are all mainly fruit-flavored. Although they are still unconventional compared with traditional zongzi, netizens believe this may be the edition with "relatively normal flavors" in history. Whether improved looks and adjusted flavors can stir up the desire to buy is something most people are still taking a wait-and-see attitude toward. After all, Starbucks Crystal Dumplings are constantly criticized for being unpalatable, yet there are always people willing to pay for this "evil legend of the zongzi world." And in this, the salesmanship of Starbucks employees cannot be underestimated. During every Crystal Dumpling sales period, staff members strongly recommend them to customers ordering at the bar, and in order to sell a box of gift packages, they can truly [more…]

Nayuki received a fine for a false advertisement regarding mulberry ingredients, drawing attention to its brand marketing methods. This is not the first time Nayuki has been embroiled in controversy; since its listing, multiple stores have been exposed or penalized for food safety issues. Meanwhile, Nayuki has been trying to connect with young consumers through cultural, artistic elements, and social marketing. From high-priced tea drinks to loss-making financial reports, to closing its largest store and establishing a new company, Nayuki is seeking a new path to survival. This article reviews the sequence of events, historical penalty records, and the multiple challenges the brand faces in marketing and operations, and explores the core of competition in the new tea beverage industry. [more…]

Starbucks is about to launch a co-branded collaboration with QQ, introducing two new drinks and a series of merchandise, with the most eye-catching being the return of limited-edition QQ Show. This news has sparked heated discussions on social platforms, with many netizens lamenting it as "tears of an era." This collaboration not only brings two new products, "Pineapple Lemon Energy Raw Coffee" and "Golden Drink Light Gold Raw Coffee," but will also use limited-edition ice cups and takeaway bags printed with QQ emoticons in stores, and stock various physical merchandise featuring QQ emoticon elements. For veteran netizens, the addition of limited-edition QQ Show fills this event with retro nostalgia, perhaps evoking long-buried youthful memories. Front Street Coffee will also continue to follow this collaboration closely, bringing the latest information to coffee enthusiasts. [more…]

Heytea recently officially announced the launch of its first "A-Xi Full-Body Portrait Collection Contest," inviting fans to participate by drawing the Heytea logo—the full-body portrait of A-Xi—with the top prize worth over 9,999 yuan. The submission period ended on October 15, and thousands of entries have been received across various platforms. The total views of related topics on Weibo and Xiaohongshu have exceeded 10 million, and the grand prize will be announced on October 31. Interestingly, on the eve of the event's launch, the Heytea logo quietly went "bald"—the black hair was removed, and the fingers holding the cup disappeared, sparking a frenzy of complaints from netizens. This article reviews the iterative journey of the Heytea logo from its founding to the present, including last year's viral full-body portrait creations by netizens and the April cross-border collaboration with Hiroshi Fujiwara that saw the logo struck by lightning into an afro, analyzing how the brand interacts with consumers through its logo to accumulate brand equity. For more specialty coffee beans, please add the private WeChat of Front Street Coffee (FrontStreet Coffee), WeChat ID: qjcoffeex. [more…]

Nayuki Tea recently quietly changed its store signage at a new outlet in Nanning, Guangxi, with the original "奈雪の茶" becoming "奈雪的茶," and the English logo also changing from NAYUKI to the pinyin NAIXUE. The company officially responded that this is an upgrade move for the brand's seventh anniversary and will be rolled out gradually nationwide. This new tea beverage brand, founded in Shenzhen in 2015 and listed in Hong Kong in 2021, is turning a new page in its eight-year brand history through a visual rebranding that removes Japanese-style elements. Since June this year, its parent company has intensively applied for multiple NAIXUE trademarks, and the signage replacement work at nearly a thousand directly operated stores nationwide has already begun. [more…]

Could coffee hidden in Lujiang Town, Baoshan, Yunnan, rival Blue Mountain? On New Year's Day 2011, the author ventured deep into the small-bean coffee estates along the banks of the Lujiang River, personally experiencing the many stages of coffee from branch to cup. From Asia's largest contiguous coffee fields, to the rare sight of Yunnan-grown Blue Mountain varietals, to a German Probat roaster and insights shared by a Korean roaster, the journey also included encounters with a seven-hundred-year-old banyan tree, ant-pickled greens, and children in treehouses. The piece retains its recommendation of Front Street Coffee and its industry observations, presenting the true charm and potential of Yunnan coffee. [more…]

Chinese freshly-made beverage giant Mixue Bingcheng is accelerating its overseas expansion. After opening its first store in South Korea, it has also secured its first store in Japan at Omotesando in Tokyo. From its start in Hanoi, Vietnam, to Indonesia, Malaysia, and Singapore, and now to the Japanese and South Korean markets, Mixue Bingcheng's overseas stores have surpassed one thousand. Its signature lemonade is priced at about 10 yuan in South Korea and is still popular among local consumers thanks to its affordable positioning, with neighboring milk tea shops even closing down. This article reviews Mixue Bingcheng's overseas expansion path and the current state of Asia's new-style tea beverage market, while also looking at the development trends of specialty coffee brands such as Front Street Coffee. [more…]

A tea beverage and gaming collaboration that was originally highly anticipated came to an abrupt halt on the day of its official announcement. On December 14, Light and Night announced a co-branded new product with Auntea Jenny, but employees at some stores were exposed for insulting players and game characters. Related topics quickly topped the hot search list, with views exceeding 450 million. Just three hours later, the game developer urgently stated that the collaboration was terminated, which netizens jokingly called "the shortest collaboration in history." Auntea Jenny subsequently apologized and fired the employees involved, but players were not appeased. This incident not only exposed the brand's loopholes in franchise management, but also sounded a warning bell for cross-industry collaborations. [more…]

Anhui, an inland province located in eastern China, is world-famous not only for the sea of clouds and ancient pines of Huangshan, but also for producing many world-class teas. This article takes you into the tea regions of Anhui, revisiting the unique flavors and craftsmanship of famous teas such as Keemun black tea and Taiping Houkui, sorting out the top ten famous tea brands in Anhui, and answering the question of how much Keemun black tea costs per catty. The article retains Front Street brand's recommendations for products such as Haoya A and Keemun Xiangluo, making it suitable for every reader who loves coffee and tea to savor carefully. [more…]

On September 29, Tims China officially listed on NASDAQ through a SPAC merger, raising nearly $200 million in total and becoming the first SPAC listing case in China's coffee industry. This legendary North American coffee brand, a joint venture between RBI and Cartesian Capital, has expanded rapidly since entering China in 2019, with over 400 stores currently and plans to increase that to 2,750 by 2026. Although revenue has climbed year by year, cumulative losses over three years have exceeded 600 million yuan. Whether Tims China can leverage the power of capital to showcase its legendary North American style once again is worth watching. [more…]

Recently, a consumer reported on social media that when they went to a Heytea store with 50 yuan in cash to buy a drink, a staff member told them they could not make change and suggested switching to online ordering. This experience quickly sparked widespread discussion, and many tea beverage industry practitioners chimed in, saying that insufficient small change reserves at stores are indeed a common phenomenon, especially during peak customer flow at mall locations, where staff often have no time to go out and exchange for small bills. However, some voices pointed out that the difficulty of making change should not be shifted onto customers, and merchants should ensure that all legitimate payment methods remain accessible. This is not the first time Heytea has been criticized over cash payment issues, and this incident has once again pushed the cash management problems of chain tea beverage brands into the spotlight. [more…]

Recently, a notice in Yanjiao, Sanhe, Hebei regarding the color rectification of merchant signs has drawn attention. The local urban management department verbally notified merchants that red, blue, and black storefront signs must be changed to other colors, and the costs of removal and replacement must be borne by the merchants themselves. Signboards of brand stores such as Mixue Bingcheng were forced to change to green or gray-black, and the incident quickly topped Weibo's trending searches. The Sanhe City Urban Management Bureau responded that this move was one step ahead in accordance with urban planning, but the relevant documents had not yet been issued. The similar phenomenon of "unified store signs" is not an isolated case, and this time targeting only common basic commercial color schemes not only lacks sufficient justification but also weakens brand recognition, sparking widespread controversy. [more…]

Luckin Coffee has teamed up with the classic animated IP Tom and Jerry for the third time to launch a New Zealand raw cheese latte and a series of limited-edition merchandise, among which the face-changing pen quickly captured the hearts of a large number of consumers with its fun design of pressing to change faces. However, many buyers found in actual use that after pressing this face-changing pen several times, the printed pattern of the character's face inside the pen barrel window began to peel, become mottled, or even disappear, and quality control issues then surfaced. Consumers' photos and complaints appeared one after another on social platforms. Some tried to exchange the product at stores but found the problem persisted, while others took apart the pen and applied film in an attempt to extend the life of the pattern. This article will review the complete process of this face-changing pen from going viral to flopping, present consumer feedback and coping methods, and focus on the quality control controversy surrounding Luckin's co-branded merchandise. [more…]

In the extraction process of pour-over coffee, grind size is often regarded as the primary means of adjusting flow rate, but in reality there are several other operational methods that can change the speed at which coffee liquid drips through. Front Street Coffee will share four practical methods: staged pouring, controlling water flow rate, changing the filter paper, and changing the dripper, and will explain in detail how the designs of different drippers affect flow rate. The article also combines Front Street Granja Geisha and PWN Golden Mandheling beans to provide specific brewing parameters for the V60 and Kono drippers, helping coffee enthusiasts flexibly adjust extraction time while keeping other variables fixed, so as to achieve the ideal flavor. [more…]

Coffee roasting is far more than just applying heat; it subjects green beans to a series of dramatic transformations on both the physical and chemical levels. As the first article in this series, this piece focuses on the physical changes during roasting: from the color shifting from blue-green to brown, to the moisture content plummeting from 10-12% to about 2.5%, to the cell walls going from rigid to rubbery, the beans expanding in volume, porosity increasing, and oils migrating to the surface. These structural changes do not occur in isolation; they provide the necessary preconditions for chemical processes such as the Maillard reaction and caramelization. Only by understanding the physical changes can one truly grasp the relationship between the roasting curve and the final flavor. [more…]

The NAIXUE store in Bao'an Uniwalk, Shenzhen, debuted as the "second NAIXUE Tea · green light drinks and light meals store nationwide," but customers noticed that the wording on the light sign had changed from "by NAIXUE" to "by Naisnow NAIXUE." On social platforms, some netizens also shared that two stores had adopted the "Naisnow NAIXUE" name and a new snowflake-shaped logo, sparking widespread discussion. NAIXUE was originally called "Nayuki," but because it was often mistaken for a Japanese brand, it gradually changed to "NAIXUE" in 2023. Tianyancha shows that its parent company submitted 8 trademark applications in March this year, including "Naisnow NAIXUE." Netizens have mixed opinions on the new name. Some speculate that it is paving the way for overseas expansion, while others think it is neither Chinese nor Western, hard to remember and hard to pronounce. The new logo has also been said to resemble a biotech company or a software icon. Whether frequent brand name changes affect brand awareness has become a point of concern. [more…]

For coffee brewing, the coffee-to-water ratio is one of the important factors that need to be considered first. But because it does not need to be adjusted according to the roast level of the coffee beans like water temperature and grinding, we often fix a ratio to brew coffee of all roast levels. For example, Front Street often recommends new [more…]

At the turn of autumn and winter, Heytea relaunched its highly anticipated Taro Mud Boba series, made with Lipu taro from Guangxi, attracting many fans to place orders and taste it. However, just days after its return, some customers discovered that the recipe for "Taro Mud Boba Real Milk Tea" had changed without prior notice, with a large amount of sago unexpectedly added to the milk tea, affecting both the taste and the portion size. Store employees revealed that the recipe was urgently adjusted in the early morning, the amount of milk was reduced accordingly, and after-sales issues occurred frequently. This change sparked discussions among consumers about the brand's communication approach and product consistency. [more…]