Starbucks partnered with Stayreal, the streetwear brand co-founded by Mayday lead singer Ashin and Taiwanese artist No2Good, instantly igniting the enthusiasm of the band's fans and netizens alike. The online limited-edition themed cups were snapped up by tens of thousands of people the moment they went on sale, with the official app and mini-program lagging due to overwhelming traffic. Some users failed to complete payment and missed out on the cups they wanted, sparking complaints. Meanwhile, the limited-edition Starbucks gift sets released at physical stores, thanks to their relatively low threshold for acquisition, attracted a large number of fans who queued up with stools in the early hours of the morning. This collaboration craze showcased the fans' frenzy while also exposing the inadequate capacity of online channels and the controversy over offline queuing rules. [more…]

On a cold, windy weekend morning—the kind of day meant for sleeping in until you wake up naturally—hundreds of people were already queuing for hundreds of meters outside Manner stores in several cities across China before dawn. Seven Gingerbread Man–themed stores in Shanghai, Shenzhen, Chengdu, Nanjing, Hangzhou, and elsewhere attracted a large crowd of young people to get up early and endure the cold by offering a 9ml Jo Malone perfume and a Christmas badge with the purchase of a new coffee. The queue at the Shanghai Xuhui Binjiang store was the most spectacular: some people got up at 6 a.m. and arrived at 7 a.m., and by the time the store opened at 9 a.m., the line had already reached number 300. What exactly is the magic of this collaboration that makes young people willing to wait two or three hours in the freezing 0°C wind? Let’s take a closer look. [more…]

On December 16, Tims China opened its first store in Nanning, Guangxi, launching opening promotions such as buy-one-get-one-free, adding 1 yuan for a Farmer's Wrap, and giving away limited-edition cups, attracting a large number of consumers to line up in cold weather. The queue began gathering at 7 a.m., and number tickets were distributed within 20 minutes, sparking netizens' doubts about "paid stand-ins." This article reviews the promotion rules, the on-site queue situation, netizens' comments, and similar marketing phenomena by brands in non-first-tier cities, along with related recommendations from Front Street Coffee. [more…]

The opening of two Tea Yanyuese stores in Nanjing triggered a queueing frenzy, forcing the closure of subway entrances and exits, drinks sold out in five minutes, scalpers reselling at high prices, and even riot police being called in to maintain order. Faced with questions over hiring people to queue and reselling hype, Tea Yanyuese issued an apology and promised purchase limits; however, two hours later Sina Finance published an investigative article pointing directly at the agency-buying queues as a premeditated false prosperity. Is this uproar down to brand appeal or marketing tricks? With the pandemic not yet subsided, what hidden dangers does gathering in queues bring? This article sorts through the whole incident and explores the queue economy and public order issues behind internet-famous tea brands. [more…]

The chain coffee brand Peet's opened its first store in Northwest China at Xi'an Daduhui, drawing a large crowd of fans who lined up early in the morning on opening day. What attracted the crowd was not just the title of "first regional store," but also limited-edition city-exclusive fridge magnets, enamel cups, and kraft paper backpacks and other merchandise. The number of people queuing on site was so large that the line curved around twice, and customers generally had to wait about two hours to enter the store. The store has not yet opened an online ordering channel and only supports orders at the bar, which has affected efficiency to some extent. Peet's plans to open a total of three stores in Xi'an, with subsequent stores to appear one after another. However, some consumers and enthusiasts remain wait-and-see about the brand's long-term performance in the inland market, believing that high-priced products may face challenges in the current consumption environment. [more…]

During the May Day holiday, Mixue Bingcheng's headquarters in Zhengzhou, Henan unexpectedly became a popular check-in spot for tourists, with long queues forming outside the flagship store for three consecutive days, and visitors heading straight there with their suitcases. The limited-edition drinks and ice cream sold at the headquarters were affordably priced, attracting a large number of fans eager to experience the atmosphere of the "Snow King's" hometown. However, foot traffic far exceeded expectations, and some customers who had queued for hours found products sold out, while picking up orders and paying also required long waits. This sudden check-in frenzy showcased Mixue Bingcheng's immense popularity nationwide, but also exposed the brand's shortcomings in holiday inventory reserves and staffing arrangements. [more…]

In recent years, mainland new-style tea beverage brands have been rushing into Hong Kong one after another, with Mixue Ice Cream & Tea, Heytea, Nayuki, and Shuyi Tealicious having already established a presence. On September 28, Chagee, positioned as a mid-to-high-end brand, opened its first store in Hong Kong at K11 Art Mall in Tsim Sha Tsui, right next to Nayuki and Heytea. On opening day, they invited Charmaine Sheh to make an appearance and rolled out promotions like buy-one-get-one-free, attracting long queues of customers with wait times reaching three to five hours. This article sorts through key information including store design, product pricing, promotional activities, and market prospects to give you a quick look at this Hong Kong tea beverage frenzy. [more…]

The collaboration between Gu Ming and the hit game "Honkai: Star Rail" ignited a consumer frenzy as soon as it launched, with over 1.2 million people queuing in the mini-program, and the topic quickly shot to the top of trending searches. Store orders poured in like snowflakes, and the limited-edition drinks were all fresh fruit smoothies with complex preparation processes. Under high-intensity operation, multiple smoothie machines were overwhelmed, emitting white smoke and even exploding on the spot, while staff were so busy they didn't even have time to drink water. To deal with equipment failures, some stores prepared backup machines in advance, while others had to borrow juicers from neighboring Shu Yi Shao Xian Cao and Luckin for emergency use. Behind this collaboration frenzy, issues such as excessively high thresholds for obtaining merchandise and enormous pressure on stores were exposed, also triggering discussions on optimization measures such as selling drinks and merchandise separately and cup storage services. [more…]

On April 2, the internet-famous tea brand Chayan Yuese opened a pop-up store at Shenzhen Wenheyou. The queue on opening day was unprecedented, with rumors online claiming that the number of waiting tickets exceeded 30,000, and a cup of milk tea was being resold for over 200 yuan. However, Chayan Yuese officially clarified shortly afterward that the so-called 30,000 number was actually the table number at Shenzhen Wenheyou, not the queue number for milk tea. From Changsha to Wuhan and then to Shenzhen, why does Chayan Yuese always trigger such frenzy? This article will reconstruct the whole incident, sort out the brand's development trajectory, and discuss whether a cup of milk tea is worth such a long queue. [more…]

TEA YAN YUE SE has officially announced that it will enter the South China market this April, opening two stores simultaneously in Nanshan District, Shenzhen. Once the news broke, Shenzhen residents responded enthusiastically, but the choice of location for the new stores sparked considerable discussion—both stores are located in Yuehai Subdistrict at MixC and MixC World, only about 4 kilometers apart, and many netizens expressed confusion over the brand not choosing downtown areas such as Futian or Luohu. Previously, TEA YAN YUE SE had opened a pop-up store at Wenheyou in Luohu that triggered a queuing frenzy, and consumers had originally expected the brand to prioritize Futian or Luohu. Now that both stores are clustered in Nanshan, some fans who live in other districts say it is simply inconvenient. [more…]

After the opening of Blue Bottle Coffee's first Shanghai store, phenomena such as queuing for hours, purchase limits driving up prices, and scalper prices soaring above 150 yuan drew widespread attention. This brand, hailed as the "Apple of the coffee world," attracted large numbers of young people to brave the cold wind and check in, relying on its minimalist design and accumulated reputation. Starting from psychological mechanisms such as herd behavior and the labeling effect, this article analyzes the motivations behind the check-in craze at internet-famous coffee shops, while also exploring the costs in time, energy, and money, as well as derivative issues such as high scalper prices and purchase limits. At the end, it calls for rational store visits and rational consumption, and retains professional coffee information channels such as Front Street Coffee for enthusiasts to exchange and refer to. [more…]

Starbucks cups have always been a hot item sought after by coffee lovers, and limited editions trigger buying frenzies as soon as they are released. But have you ever thought about buying a Starbucks empty cup on its own? Recently, a customer in Canada, after being refused when trying to buy an empty cup by itself, angrily poured the two coffees they had just bought onto the floor and took only the cups. The incident quickly went viral on overseas social platforms, with over 2.3 million views and more than 95,500 likes, and netizens' opinions were sharply divided. Some criticized the customer's wasteful behavior, while others questioned Starbucks' policy. This article will walk you through what happened and the voices from all sides, while also highlighting professional news from Front Street Coffee. [more…]

As autumn arrives, a ginkgo-themed café in Shanghai's Lujiazui has quickly gone viral on social media. The ground covered in golden fallen leaves and the Korean-style ambiance have captured the hearts of countless netizens, who have rushed to visit and take photos. However, reality has left many crying foul — the leaves haven't turned yellow, the place is packed with people, the queues are endless, and the online photos are seriously at odds with the actual scene. Is this the work of filters, or simply bad timing? This article takes you through the truth behind this photo-op frenzy and explores the phenomenon behind café check-in culture. [more…]

The collaboration between Goodme and Honkai: Star Rail was supposed to be a fan frenzy, but it turned into a reputational crisis due to severe merchandise shortages. On the first day of the event, the official mini-program queue exceeded 1.2 million people, stores in many locations sold out within 3 hours, and high-priced complete merchandise sets appeared on second-hand platforms. Although the brand claimed to have prepared "the largest inventory in history," compared with the previous Love and Deepspace collaboration, whose stock was only one-third of this amount, it clearly underestimated players' purchasing power. What dissatisfied fans even more was that many stores explicitly stated they would not restock, causing the collaboration to end early. This imbalance between traffic and reputation sounded a warning for co-branded marketing in the coffee and tea beverage industry. [more…]

HEYTEA's collaboration with the popular Japanese anime "Chiikawa" officially launched today, instantly igniting the buying frenzy of fans and consumers. Although the brand had stocked up on merchandise in advance, avoiding an instant sell-out, the massive volume of orders still caught stores off guard: some stores accumulated over a hundred drinks within ten minutes of opening, with themed stores in Shanghai, Guangzhou and other cities receiving as many as seven to eight hundred orders, forcing online ordering channels to be shut down. On-site pickup lines stretched for several meters, with many consumers waiting one to two hours to get their drinks and merchandise, and some even waiting as long as three hours. Meanwhile, the mini-program showing "order ready" in advance while drinks could not be found in the pickup area further exacerbated the on-site chaos. Behind the popularity of this collaboration event, the brand's operational shortcomings in handling instant traffic surges have also been exposed. [more…]

Recently, the Heytea store in Dalian Roosevelt Plaza was reported to have ceased operations, and the site was quickly taken over by another brand's hoarding. This store, which opened in May 2020 and once sparked queuing frenzies, was Dalian's first directly operated store, and its sudden withdrawal surprised many consumers. According to GeoHey brand monitoring data, although Heytea opened new stores in the past 90 days, it also closed 161 stores, with the total number in operation dropping from 4,410 to 4,265, equivalent to about 2 stores disappearing every day. The closures were not limited to franchise stores; some directly operated stores that had been in business for years also exited due to factors such as rent and contracts. The impact of this round of adjustment on the brand's future remains to be seen. [more…]

At one in the morning on a cold winter day, a crowd of people stared intently at their phone screens, all to grab a number just to drink coffee on a mini-program—this was not a concert ticket, but a true portrayal of JJ Lin's coffee brand Miracle Coffee's pop-up event in Shanghai. In response to fans' calls, Miracle Coffee returned to Shanghai in the form of a pop-up coffee truck, and launched limited-edition drinks like White Magnolia, blind boxes, and a stamp activity, creating a romantic winter date. However, the official side underestimated fans' enthusiasm: as soon as the mini-program released numbers, they were snatched up instantly, the loading page kept spinning, and the system crash left fans waiting for more than half an hour, with complaints rising one after another. In the past, people scrambled for concert tickets; now, even a cup of coffee requires grabbing a number. JJ Lin fans' absurd life experiences have gained another entry. [more…]

On the evening of August 5th, Sexy Tea (Chayan Yuese) hit the top of the trending searches due to its rule of "not supporting two people queuing simultaneously for ordering and picking up," with reads reaching 300 million times, sparking intense discussions among netizens. Many consumers questioned that this "standing punishment" queuing was actually hunger marketing, intended to extend customers' stay in the store and create a false impression of a bustling business. In fact, this is not the first time the brand has trended for its queuing rules—at the beginning of the year, some stores required customers to wait on-site after ordering, and leaving meant having to re-queue, and they even closed the mini-program ordering. Some customers reported that a single person had to complete two queues alone, while those with companions could split up, causing those who ordered first to wait longer. The brand had publicly apologized for this, stating that the adjustment was originally intended to enhance the consumption experience and drink taste. This article sorts out the context of the incident and various viewpoints, and includes related recommendations from Front Street Coffee. [more…]

Lin Junjie's coffee brand Miracle Coffee recently restarted in mainland China, with its first pop-up store opening on Qixi Festival on the 1st floor of Huacai Tiandi in Hexi, Nanjing. Although it is only a pop-up format, fan enthusiasm has not diminished. On the first day of opening, a long queue formed before business hours, with waiting times generally 2 to 3 hours during peak periods, and some even waited 5 to 6 hours to successfully check in. The production team for this Miracle Coffee is the champion-level brand S.O. The official Nanjing store has also begun renovation and is expected to open at the end of September, when Lin Junjie is expected to appear in person. [more…]

A 10-yuan drink made by mixing three sticks of Nescafe instant coffee powder with hot water has unexpectedly turned a small sugarcane juice shop in Nanjing that has been around for more than 30 years into an online sensation. Singer Guang Liang was recently spotted queuing outside the shop to buy one, pushing the topic onto trending searches. With the brand supplying free stock, media outlets rushing to report, and celebrities showing up to check in, why exactly has this literally "hand-brewed coffee" become a traffic magnet? Is it the appeal of good quality at a low price, or a bandwagon trend on social platforms? This article walks you through the course of events and explores the consumer psychology and coffee culture phenomenon behind it. [more…]