Recently, the yogurt brand Blueglass launched the "Superboy Boyfriend Power Comeback" series, adding traditional Chinese medicine ingredients such as Cistanche, Polygonatum, ginseng, deer whip, and oyster peptides. The intention might have been to promote a health concept, but it was questioned for borderline marketing due to the poster labeling it "18+" and suggestive copy. Similarly, Coconut Palm brand coconut juice was fined 400,000 yuan for vulgar advertising slogans, yet it generated over 5 billion yuan in sales. In an era where traffic is king, eye-catching marketing emerges endlessly, but not all of it yields good results. After Blueglass was exposed, the Shanghai Municipal Administration for Market Regulation has launched an investigation, and the relevant copy was revised and republished. However, the negative label brought by borderline marketing may not be easily erased from consumers' minds. [more…]

Well-known yogurt brand Blueglass was fined 400,000 yuan by the Beijing Chaoyang District Market Supervision Administration for an advertisement that carried hints about male function. In May of this year, the brand launched the "Superboy Boyfriend Power Wins a Round" series, adding ingredients such as cistanche, polygonatum, and ginseng, and paired it with advertising slogans such as "I won't sell to anyone under 18," which sparked consumer backlash. Regulators determined that its advertisement was vulgar, bordered on pornography, and violated public order. After the case came to light, the brand removed the related advertisement, but recently reporters found that the ad image still exists in the mini-program, and the product has been renamed "Good Spirit Wins a Round," while the ingredients still include maca, deer penis, and other components. As coffee enthusiasts, we pay attention to the boundaries and compliance issues of brand marketing. [more…]

For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Studio (WeChat public account: cafe_style). For more specialty coffee beans, please add the private WeChat of Front Street Coffee (FrontStreet Coffee), WeChat ID: qjcoffeex. Recently, Hainan Yeshu Group has sparked widespread controversy due to its Douyin livestreaming style. The market supervision bureau has responded that it has received multiple reports and is studying a handling plan. The Yeshu livestream room features a female anchor in tight clothing dancing enthusiastically to sell products. The livestream has repeatedly been cut off by the platform, with average transaction volume of only a few thousand yuan per session. Previously, the brand was fined twice for violating good social customs, and was also questioned for false marketing over claims such as "breast enhancement miracle tool." This article will sort out the course of the incident, the regulatory response, and the brand's historical penalty records. [more…]

In recent years, brand marketing tactics have proliferated, but some approaches frequently cross the line. A certain coffee machine brand sparked strong public backlash for using semi-nude models to demonstrate product settings in its advertising. From skin color hinting at concentration levels to scenes of kneeling to brew coffee, this series of moves was not only vulgar but also involved the objectification of women and racial bias. Although customer service claimed there was no violation, the images were quietly replaced. This article takes a deep dive into the brand logic behind this controversy, exploring why borderline marketing persists despite repeated bans and what real costs it brings to brands. For coffee lovers, we should focus more on the coffee itself rather than being led astray by gimmicks. [more…]

In today's consumer market, homophonic puns are no longer dismissed as a cheap word game; instead, they have become the traffic code for major brands' advertising copy. From Heytea renaming Duck Shit Aroma to Duck Joy Aroma, to Starbucks playing with surname homophones and English double entendres, behind these clever one-character twists lies a deeper logic of strengthening brand memory and closing the distance with consumers. This article deeply dissects these breakout cases, exploring why homophonic puns can dominate the punchlines of all age groups, while reminding brands that playing with puns must be done in moderation, to avoid backfiring due to vulgarity or cheap cleverness. [more…]

On World Book Day, Lelecha partnered with Yilin Press to launch "Smoky Oolong" milk tea, centered around the image of Lu Xun, but it sparked controversy due to the advertising slogan "Old Smoky Tune, New Youth." CCTV.com published an article criticizing the collaboration for turning a literary master into entertainment and for inappropriate wording. Subsequently, Lelecha urgently removed the related merchandise and promotional posts. Behind the incident, the boundary issues of tea beverage brands collaborating with historical figures have once again drawn attention. Front Street Coffee takes you through the whole story. [more…]

Recently, Nanjing's third Chayan Yuese store sparked widespread discussion online for using "SexyTea" as its English signage. Some people believe the term clashes with the brand's classical and gentle tone, and may even be disrespectful to women; others feel that "Sexy" inherently means charming and attractive, and there's no need to overinterpret it. In fact, this is not the first time Chayan Yuese has fallen into controversy over its copy or signage. Previously, the "picking up scraps" cup copy prompted an apology for objectifying women. This article sorts out the sequence of events, various viewpoints, and regulatory responses, and includes professional coffee information channels for coffee enthusiasts and brand observers to reference. [more…]

Sexytea has recently announced the removal of the English logo "Sexytea" from its newly opened stores and promised that future stores will no longer use the name, with existing stores' English logos also being gradually replaced. The brand explained that "Sexy" was intended to mean "charming," hoping customers would feel surprise in every cup of tea, but due to the word's multiple meanings causing controversy, they deeply apologize. The statement also mentioned that the team had discussed optimizing the English name during a mid-year review, but progress was slow, and this online discussion served as a wake-up call. Additionally, netizens dug up past incidents where Sexytea had apologized twice—once for a mug with the phrase "pick up leftovers" and once for tea bags labeled "Officer, I want it"—sparking renewed discussion about the boundaries of brand creativity. As a representative of Changsha's local guochao tea beverage scene, how Sexytea balances creativity and values is worth watching. [more…]

A coffee shop that attracted attention with a suggestive name ultimately paid the price for its marketing approach. In July of this year, a coffee shop named "Doi Coffee" in Huangpu District, Shanghai, was investigated by market regulators for a store name and product names suspected of violating public order and good morals. Several months later, the penalty result has finally landed — a fine of 30,000 yuan, with a heavier punishment due to the severe negative public opinion impact. Now the shop has quietly closed, and the person in charge said business was so poor that they are no longer operating. Behind the incident, it reflects the collision between the bottom line of marketing in the food and beverage industry and the red line of regulation, and has also sparked public discussion about the boundaries of vulgar marketing. Front Street Coffee reminds practitioners that creative marketing needs moderation, and respecting public order and good morals is the way to long-term business. [more…]

Pour-over kettles are essential tools for coffee enthusiasts, and many people keep several at home, using them separately for boiling water, brewing drip bags, or matching different occasions and bean types. Besides well-known brands like the B kettle, many also favor uniquely designed niche kettle styles. However, recently some netizens discovered that a Taobao merchant used revealing images of a female model in a corset on the product details page for a pour-over kettle, accompanied by ambiguous text, sparking strong disgust among coffee lovers. The relevant screenshots quickly spread on platforms like Xiaohongshu and Douban, with many condemning the marketing approach as vulgar and objectifying women. The merchant subsequently responded on WeChat Moments. The incident also brings to mind a previous controversy involving a coffee machine brand that used nude models for promotion. [more…]

Luckin Coffee's collaboration with Coconut Palm coconut juice successfully broke through with its rustic packaging, while Heytea chose to collaborate with Japanese streetwear godfather Hiroshi Fujiwara for a minimalist, dark aesthetic. Both are cross-industry collaborations—one takes a down-to-earth, rustic route, the other focuses on street fashion—reflecting the two brands' different strategies for competing over young consumers. This article analyzes the packaging design, marketing tactics, and visual color schemes behind these two collaborations, and explores whether Luckin's competitor has shifted from Starbucks to the milk tea circle. For coffee lovers, whether it's rustic or trendy, tasting good is what matters most—Front Street Coffee always selects quality coffee beans for you. [more…]

In 2013, Zhou Libo joked that "drinking coffee is elegant, eating garlic is vulgar," suggesting the two could not share the same stage. At that time, coffee was more often regarded as a symbol of status and taste. Today, coffee has long since become part of daily life, with affordable prices and increasingly adventurous flavors, and the old notion that garlic cannot go with coffee is being broken. After work, the author happened to come across a garlic-shaped black garlic coffee drink in a convenience store and bought it out of curiosity. How did it turn out? This article records this absurd yet amusing experience, and also discusses the significance of "coffee + everything" for the popularization of coffee culture, as well as the trend of coffee moving from a status label toward everyday, mass-market consumption. [more…]

The 2022 Guangdong college entrance examination Chinese essay prompt, centered on the concepts of "ben shou, miao shou, su shou" (the fundamental move, the brilliant move, the vulgar move) in the game of Go, sparked widespread discussion. For coffee professionals and enthusiasts alike, this prompt carries profound significance. Whether it's pour-over extraction, coffee roasting, or running a coffee shop, none of it can be separated from a deep understanding of the fundamentals. This article uses the college entrance examination essay prompt as a lens to explore the way of the "fundamental move" in the world of coffee: from extraction principles to bean characteristics, from roasting logic to opening a shop, only by solidly mastering the basics can one truly create a stunning coffee experience and avoid falling into the predicament of the "vulgar move" by neglecting the essentials. [more…]

Heytea's popular bayberry series has recently made a high-profile return, but its affiliated company was fined 450,000 yuan by the Shanghai Baoshan District Market Supervision Administration for advertising content that did not match the actual situation. The incident stemmed from a report half a year ago. After investigation, the product involved was found to have false publicity regarding the origin of raw materials, ingredients, and promised information. The penalty quickly trended on Weibo, sparking widespread discussion among netizens about the chaos in beverage industry advertising. This article will recount the course of the incident and explore the balance between corporate integrity and consumer trust in the new catering era. [more…]

Coconut Palm Group recently released an advertisement for the eighth intake of its training school for deputy general managers, drawing attention with a maximum annual salary of 480,000 yuan and generous perks such as a car and housing upon enrollment, while also replacing its previous sexy model images with a festive wedding style, sparking heated discussion among netizens. This is not the first time Coconut Palm has found itself in controversy over its advertising—over the years it has persisted in borderline marketing and has been penalized by regulators multiple times, including a 400,000 yuan fine in May this year for using state agency personnel in commercial marketing and for advertising slogans that violate public order and good morals. This article will review the details of this recruitment drive, the changes in advertising style, and Coconut Palm Group's repeated history of marketing violations. [more…]

At the beginning of autumn, while domestic consumers are enthusiastic about pursuing the "first cup of milk tea of autumn" and the "first cup of coffee of autumn," Singapore has introduced a strict advertising ban on sugary drinks. Singapore's Minister for Health, Ong Ye Kung, announced at an event on August 11 that, in order to curb the high incidence of diabetes, starting from the end of 2023, drinks with relatively high sugar and trans fat content will be completely prohibited from advertising. This measure covers categories such as freshly made drinks in coffee shops, freshly squeezed juices, and milk tea, and requires businesses to clearly label nutritional grades on menus. Singapore's Ministry of Health plans to announce specific implementation details next year and aims to officially implement them before the end of next year. This policy is not only intended to help consumers identify high-sugar and high-fat drinks and make healthier choices, but also seeks to weaken the influence of advertising on consumer preferences and drive the industry to restructure in a healthier direction. [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…]

A coffee shop sparked strong public outrage and a wave of collective negative reviews after launching a "1-yuan beauty coffee, choose one of three" group-buy package that required purchasers to be women under 35 during specific evening hours, with a note stating "if the boss doesn't think you're pretty, you need to pay the difference." The shop once explained it wanted customers to match the store's style, but this failed to quell the controversy, and it was subsequently taken offline by the platform and had its social media account canceled. Recently, the shop relaunched, and although the controversial package had disappeared, netizens once again gave low ratings, causing it to be taken offline a second time. A lawyer from Legal Daily pointed out that the package was suspected of violating the Advertising Law and the Civil Code, while the netizens' excessive criticism may constitute cyberbullying. Front Street Coffee reminds that both merchant promotion and platform review need to strictly adhere to legal bottom lines. [more…]

OATLY, an oat milk brand well known among coffee lovers, previously drew attention with graffiti advertisements on the streets of Paris, France. Recently, the brand shifted its marketing focus to rural China, launching a Spring Festival advertising short film themed "painting walls at the village entrance," spray-painting internet memes and warm copy urging people to go home onto red brick and earthen walls. This move sparked sharply divided reactions among netizens: some were deeply touched, believing it was more heartfelt than big city screens; others questioned the ad's limited reach, its weak connection to the product, and the difficulty of its pricing appealing to the target audience. This article reviews the creative highlights and points of controversy in this marketing campaign, and explores its market effects. [more…]

Sexy Tea (Chayan Yuese) trended on social media after its advertising copy was accused of insulting women, and it issued two apology statements late on February 19 and in the early hours of February 20. The incident was triggered by the inappropriate use of Changsha slang such as "picking up scraps" on its cups, which sparked netizens' doubts about the brand's creative boundaries. The first apology failed to calm public opinion, and Sexy Tea then issued another statement, admitting that it had mishandled the boundaries in its early product creation and had removed the problematic products from sale. This controversy not only exposed the brand's missteps in using dialect slang and gender-relation jokes, but also prompted reflection on balancing marketing creativity with values. [more…]