On the occasion of the Lunar New Year, Starbucks China launched a creative new product limited to the Year of the Dragon, "Nian Feng Xianxiang Latte", a drink that combines traditional Chinese flavors with modern coffee techniques, which quickly sparked heated discussions on social platforms. Is the latte named "braised pork" a bold crossover attempt, or a subversion of traditional beverage culture? This article will combine the industry data of Tianyancha and the relevant introduction of Starbucks to conduct an in-depth understanding of this**.
According to Starbucks China, "Nianfeng Salty Latte" is a special limited drink launched by Starbucks during the 2024 Chinese New Year of the Dragon, aiming to combine traditional Chinese cuisine with coffee culture in an innovative way to bring customers a new taste experience. The drink is based on the "Dongpo Braised Pork Flavor Sauce" and espresso coffee, with steamed milk, and decorated with braised pork flavor sauce and pork jerky, and is priced at 68 yuan.
The new product is available at 25 Starbucks Reserve stores nationwide, including K11 Reserve Coffee & Wine in Wuhan and Hang Lung Plaza Reserve Store. Although it has been sold out at the Wuhan Hang Lung Plaza Reserve store, customer feedback generally indicates that the coffee has a unique flavor and a dense and smooth taste.
However, the launch of this new product has not been without its challenges. On social platforms, the topic of "Is Starbucks' braised pork latte serious" quickly fermented and sparked widespread discussion. Some netizens questioned whether Starbucks' move was too innovative and ignored the taste and quality of the drink itself; Some netizens also said that this cross-border attempt is a kind of disrespect for traditional Chinese food culture.
For Starbucks, the launch of the "Nianfeng Salty Latte" is undoubtedly a bold market attempt. Tianyancha data shows that Starbucks' layout in the Chinese market has been accelerating in recent years, and by the end of 2023, the number of Starbucks stores in Chinese mainland has exceeded 6,000, showing its ambition in the Chinese market. However, as the market becomes increasingly competitive, Starbucks also needs to attract and retain consumers through continuous innovation.
From an industry perspective, Starbucks' move also reflects a current trend in the F&B industry: cross-border collaboration and innovation. In today's increasingly diversified consumer tastes, catering companies need to innovate to meet the needs of consumers. Cross-border cooperation is an effective way to innovate, which can not only attract the attention of consumers, but also help companies expand their market share.
However, cross-border cooperation also requires enterprises to pay attention to the integration of traditional culture while maintaining their own characteristics. Only in this way can we truly win the recognition and support of consumers. For Starbucks, the launch of "Nianfeng Salty Latte" is a useful attempt, but it also needs to be continuously improved and adjusted in future market practice.
Data support: Tianyancha).