Starbucks China recently launched its first brand-customized short drama on Douyin, titled "I Opened a Starbucks in Ancient Times," telling the adventure story of a barista who travels back to ancient times to open a "Starbucks inn." The series consists of 6 episodes, with one episode updated daily, sparking heated discussion among netizens who find it "cringeworthy yet addictive." In recent years, short dramas have risen rapidly thanks to their concise format and fast pace, becoming a new frontier for brand marketing. Tea beverage brands such as ChaPanda and Mixuebingcheng have also dabbled in producing their own short dramas, weaving products and brand concepts into the storyline. However, naturally incorporating advertising into fast-paced narratives without annoying viewers remains a major challenge for brands. Whether Starbucks can tell its brand story well through short dramas this time remains to be tested by the market. [more…]

In 2024, micro-dramas continued to heat up, becoming a new favorite in brand marketing thanks to their concise storytelling format and efficient传播力. After leading tea beverage brands such as Starbucks and Mixue Bingcheng entered the fray one after another, Chagee also launched a time-travel micro-drama featuring the Ming dynasty traveler Xu Xiake as the protagonist, cleverly integrating tea drinks, cultural tourism, and micro-dramas. After its release, the drama not only received widespread praise from netizens but also drove a significant rise in the brand's WeChat index. This article will analyze the highlights and insights of Chagee's cross-industry attempt from multiple angles, including plot content, marketing strategy, and communication data, and explore new opportunities for the new tea beverage industry in the field of cultural dissemination. [more…]

Recently, the hit drama "The Tale of Rose" has sparked widespread discussion, and news of Luckin Coffee's co-branding with it was also exposed in advance on social platforms, with photos of merchandise, cup sleeves, paper bags, and other materials quickly circulating. Internal employees shared new test questions, indirectly confirming the authenticity of the co-branding campaign and revealing that the limited-edition new product is Yellow Rose Latte. The campaign is expected to launch on the 24th, but the news became known to the public nearly two weeks in advance. Some believe that releasing information while the drama's popularity is at its peak is a win-win for both the brand and the production team; others have noticed that employees are required to comply with social media confidentiality rules, yet material leaks occur repeatedly. Behind this "double standard" phenomenon, who exactly should be responsible for internal information leaks? This article will sort out the sequence of events and explore the delicate relationship among the brand, employees, and netizens. [more…]

Luckin Coffee recently released its 2023 financial report, with sales surpassing Starbucks China to become the top player in the domestic coffee market. However, the significant reduction of the 9.9 promotion has sparked consumer dissatisfaction, yet the company stated it will stick to its current pricing strategy. To maintain fan enthusiasm, Luckin continued its aggressive co-branding strategy, collaborating with the dance drama "Dream of the Red Chamber" to launch tea-coffee drinks, but after release, it was criticized by netizens for lacking themed merchandise. Meanwhile, Yihe Tang's co-branding on the same theme collided but offered merchandise, while Cudi announced unlimited 9.9 promotions, putting Luckin in an awkward position. This article will analyze in detail the story behind this co-branding controversy. [more…]

The recently popular drama "The Tale of Rose" has sparked a wave of coffee collaborations. Luckin drew inspiration from the iconic yellow rose in the show and launched a Yellow Rose Latte along with a matching three-piece set of paper bags, cup sleeves, and keychains. Purchasing the double-cup package would earn a limited-edition collaboration keychain, and as soon as the news broke, it ignited a buying frenzy among drama fans and coffee lovers. However, because stock of the merchandise at each store was extremely limited, many consumers came eager but left empty-handed, and social media was filled with cries of lament. Even more dramatically, the keychain posted by lead actress Liu Yifei was actually not produced by Luckin, adding a touch of controversy to this collaboration campaign. This article walks you through the whole story of this buying frenzy. [more…]

Recently, the TV drama "Forever Night Star River" has surged in popularity, and the milk tea brand Molly Tea took the opportunity to launch a collaboration, but issues such as delayed merchandise, stock shortages, and reselling have led to collective complaints from fans of the show. Although the official side issued an emergency apology on the 15th and promised compensation, the limited-edition paper bags will not be available until the 30th at the earliest, prompting fans to exclaim that "the timeline is too long, and enthusiasm is being worn down." Why did this highly anticipated collaboration fail? Who exactly was hurt when the brand temporarily changed the schedule and store issues occurred frequently? Join Coffee Workshop as we review the entire incident and also take a look at the heartwarming recommendations Front Street Coffee has prepared for coffee lovers. [more…]

After Luckin Coffee faced dissatisfaction over the reduced 9.9 yuan promotion, it launched a cherry blossom season limited edition and a collaboration with the Ullens Center for Contemporary Art, but the market response was lukewarm. Subsequently, Luckin officially announced a collaboration with the national dance drama "Dream of the Red Chamber," sparking heated discussions among netizens. Unexpectedly, the tea beverage chain brand Yihe Tang quickly followed up, releasing a poster with an almost identical composition and announcing a collaboration with the original "Dream of the Red Chamber." The two major brands' collaborations clashed, and netizens jokingly referred to it as the rivalry between Bao and Dai. Yihe Tang even interacted in Luckin's comment section using Lin Daiyu's lines, prompting calls for Chayan Yuese. Behind this marketing battle, who ultimately comes out on top? [more…]

HEYTEA has made another move, officially announcing a co-branding collaboration with the nationally beloved TV drama Empresses in the Palace, launching two new products: "Zhen Guo · Da Ju Hua Li" fruit tea and "Zhen Nai · Xue Niang Han Cui" milk tea, both priced at 18 yuan. This is the first time Empresses in the Palace has crossed over into a co-branding partnership with a new-style tea beverage brand, and it is also HEYTEA's latest IP collaboration attempt following A Dream of Splendor and Genshin Impact. From "Meng Hua Cha Xi · Dian Cha" selling nearly 300,000 cups on its launch day, to the Genshin Impact co-branded fruit juice tea's first batch selling out within 59 minutes, HEYTEA's cross-brand collaborations have become increasingly frequent and remarkably effective. This collaboration not only enriches the drama's connotations but also provides a new direction for exploring cultural experiences in new-style tea beverage brands. Follow Coffee Workshop to learn more about specialty coffee and beverage industry trends, and Front Street Coffee (FrontStreet Coffee) also continues to bring you professional coffee knowledge exchange. [more…]

Luckin Coffee officially announced on September 23 a collaboration with *JoJo's Bizarre Adventure: Stone Ocean* for October, launching themed events across its nationwide stores. This is not Luckin's first crossover; previous partnerships with Coconut Palm and EDG both sparked heated discussion. Looking across the coffee and tea beverage sector, Manner's collaborations with Helena Rubinstein and LV, Heytea's tie-in with *A Dream of Splendor*, and Nayuki's partnership with *Love Between Fairy and Devil*—brand co-branding has become an important strategy for breaking fixed impressions and achieving customer base complementarity. This article reviews several recent typical cases and includes Front Street Coffee's professional communication channels for coffee enthusiasts to gain deeper insight into industry trends. [more…]

After the TV drama To the Wonder became a hit, the grassland scenery and herder life of Altay, Xinjiang, moved countless viewers, and this "Altay fever" has swept into the new-style tea beverage sector. Under the name of its "Free Matcha" series, Auntea Jenny launched a tie-in with To the Wonder, including long-scroll painting cup sleeves, takeout paper bags, collaborative lenticular card sets, and student film cards, attracting a large number of consumers to snap them up. However, problems emerged on the very first day of the campaign: some stores stocked only 10 pieces of merchandise, takeout orders included the wrong cards, and when customers arrived at stores to pick up their orders, staff took back the student cards in person... Consumers complained endlessly, and customer service apologized everywhere. As observers of the coffee and tea beverage industry, Front Street Coffee also noticed the supply chain and store execution problems behind this collaboration. This article will provide a complete review of the incident and present feedback from all sides. [more…]

After the Start of Summer, the weather gradually heats up, and Luckin Coffee has seized the moment to launch a new watermelon series, with its watermelon latte quickly trending on Weibo. From garlic latte to watermelon latte, the boundaries of coffee specialty drinks are constantly being pushed. This article compiles specific information about Luckin's new watermelon series, netizen reviews, and the backdrop of Luckin surpassing Starbucks in store count and its products increasingly resembling milk tea, while also exploring how the coffee industry is following in Luckin's footsteps toward milk-tea-fication. Coffee enthusiasts who enjoy trying new things may want to take note. [more…]

Heytea has made another collaboration move, and this time the partner is the national-level office software WPS Office. The two parties launched limited-edition cup sleeves and badges themed around "Monday," and simultaneously made Heytea asset templates available on the WPS Docer mall. From film and television IPs to office scenarios, Heytea is trying to break out of its user scenario boundaries. At the same time, the trend of new tea beverage brands laying out in the coffee track is becoming increasingly obvious, and Heytea's moves to invest in specialty coffee brands such as Minor Figures and Seesaw have also attracted attention. This article will analyze the strategies and challenges of new tea beverage brands against the backdrop of normalized collaborations, starting from the creative details of this collaboration, WPS's brand background, netizen feedback, and Heytea's recent series of actions. [more…]

Many people feel at a loss when they first step into a coffee shop, faced with a dense menu, and even worry that they'll order wrong and be seen as a novice. Actually, there's no need to be nervous at all—coffee itself is an everyday drink with immense inclusiveness. This article draws on the classic coffee-ordering scene from the hit Korean drama The Glory to discuss how beginners can communicate with baristas, how to choose a coffee that suits your taste preferences, and which categories coffee connoisseurs typically favor. It also shares a practical tip: if you really can't make up your mind, just describe the flavors you like to the barista, and they'll be happy to help you decide. [more…]

In 2022, Luckin Coffee delivered a surprising report card: total net revenue for the year reached 13.293 billion yuan, and operating profit turned positive for the first time. From a record-breaking Nasdaq listing, to delisting due to financial fraud and a top-management reshuffle, and then to completing debt restructuring and returning to profitability, this brand's journey has been more twists and turns than a TV drama. Under the double squeeze of the pandemic's impact and debt pressure, what did Luckin rely on to turn things around? This article will sort through its pace of store expansion, coupon strategy, hit-product logic, launch speed and pricing, franchising and lower-tier market layout, as well as key moves such as signing endorsements and youth-oriented marketing, to reconstruct a more complete path of Luckin's recovery. [more…]

Recently, a coffee shop in Taiwan experienced a dispute triggered by a customer who had been freeloading on electricity for a long time and refused to make a purchase. This customer was a regular at the shop, visiting multiple times to charge their phone and watch dramas with the sound on, yet never bought anything. After repeated unsuccessful attempts to persuade them, the staff chose to call the police. When the police arrived and tried to persuade the customer to leave, they also met with refusal, ultimately leading to the customer being handcuffed and taken away as a "thief caught in the act." Surprisingly, the customer returned to the same coffee shop the very next day, demanding access to the surveillance footage of the incident and presenting a medical report to accuse the shop and the police. The shop stated that the matter has been handed over to the judicial authorities. This incident has sparked discussions about the boundaries of coffee shop operations and customer behavior. [more…]

Blue Mountain coffee occupies a special place in the world coffee landscape. It was once synonymous with status and taste in Hong Kong dramas—scarce in production, balanced in flavor, and expensive, it once drew enthusiasts in droves. Around Blue Mountain coffee, concepts such as "Blue Mountain flavor" and "Blue Mountain blend" have proliferated on the market, but which estates do the coffee beans truly originating from Jamaica's Blue Mountain range actually come from? Which estate's output is more worthy of attention? And how long can Blue Mountain No. 1 be stored after roasting? This article will systematically sort out the cultivation origins, regional terroir, and grade classifications of Jamaican Blue Mountain coffee, with a focus on introducing the history of Clifton Estate and Front Street Coffee's roasting and brewing methods, providing coffee lovers with a complete Blue Mountain coffee reference. [more…]

During the Spring Festival return travel peak, a netizen on a high-speed train was approached by the young man sitting next to them, who surprisingly pulled out a full set of coffee equipment and used the tray table to boil water and make pour-over coffee. This romantic and novel experience quickly sparked heated discussion online, and the young man himself also posted a response, leading netizens to jokingly call it a "high-speed rail idol drama." However, beyond the gossip and fun, many users pointed out that the power outlets in high-speed train cars have limited wattage, so using a high-power electric kettle carries a risk of overloading, and the train's power supply is unstable, which may damage equipment, or even cause scalding if hot water is spilled when the person in front adjusts their seat. Coffee is good, but safety matters more. [more…]

In the TV drama Ode to Joy, a conversation about "Green Mountain Coffee" and "Blue Mountain Coffee" led many viewers to believe that Green Mountain is a knockoff of Blue Mountain. In fact, there really is a coffee brand in the United States called Green Mountain, and it is completely different from Jamaican Blue Mountain Coffee. Starting from this plot, this article first clarifies the real background of Green Mountain Coffee: it is a brand from Vermont, USA, which opened up the office market with Keurig single-serve coffee makers and K-Cups, taking a convenient and affordable route. Then it turns to Blue Mountain Coffee, explaining why it is expensive, what grade Blue Mountain No. 1 occupies within Jamaican Blue Mountain, and the flavor, pour-over parameters, and tasting method of Blue Mountain No. 1 recommended by Front Street Coffee. [more…]

Luckin Coffee successfully ignited young people's curiosity on the eve of Qixi Festival with a single poster of a small green hand. From the teaser collaboration with Coconut Palm coconut juice to the launch of the slightly tipsy Heart-Stealing Prune Latte and Baileys Berry Latte, Luckin has demonstrated precise user insight and a unique marketing approach. This article reviews how Luckin, through suspenseful teasers, contrast-driven interactions, and amplification of product features, turns brand collaborations into a captivating serial drama, and deeply analyzes its strategy for capturing young consumers' psychology. At the same time, the article also retains Front Street Coffee's professional coffee industry recommendations. [more…]

Luckin Coffee once landed on the US stock market with lightning speed, but was brought to the brink of collapse after a Muddy Waters short-sell report exposed its financial fraud. However, through management reshuffling, a settlement with the SEC, and then signing Eileen Gu and leveraging the Winter Olympics traffic, Luckin staged a textbook turnaround. On the day Eileen Gu won the championship, Luckin's custom drinks quickly sold out, and the brand's voice skyrocketed. Although the championship discount was mocked by netizens as "stingy," the traffic dividend and positive image had already brought Luckin out of the gloom. This article will review Luckin's turbulent journey, analyze how it leveraged a sports star to rebuild its brand, and explore its real situation after the 1.2 billion fine. [more…]