May Marketing Blitz: 50 Brands Launch 159 Major Events
Industry tracking for May 2026 reveals an intensive marketing cycle, with 50 mainstream beverage brands launching 159 coordinated events. Price-led promotions remained the primary strategy, accounting for 63.52% of total activities, as brands compete for consumer attention during the early summer transition.
Luckin Coffee (瑞幸咖啡) Returns with Probiotic-Infused Americano
Luckin Coffee (瑞幸咖啡) has announced the nationwide return of its “Probiotic Americano.” The specialty beverage features a unique “Active Probiotic Straw” containing billions of live cultures that dissolve as the consumer drinks, merging functional health benefits with daily caffeine consumption for a premium 11.9 RMB price point.
(Luckin Coffee (瑞幸咖啡) continues to innovate in the functional coffee segment with its probiotic series)
Naìsnow (奈雪的茶) Debuts in Brooklyn with Strong Sales
Expanding its international footprint, Naìsnow (奈雪的茶) has officially opened its newest overseas location on 86th Street in Brooklyn, New York. The store reported an impressive first-week revenue exceeding $150,000, ranking it among the top-performing new beverage openings in the district. The brand now operates a total of 25 stores outside Mainland China.
(Naìsnow (奈雪的茶) accelerates its global expansion with a focus on high-traffic international urban centers)
Mo Yogurt (茉酸奶) “Molato” Series Hits 1 Million Cup Sales
Specialty yogurt chain Mo Yogurt (茉酸奶) has reported that its self-developed “Molato” yogurt-fried ice series has achieved cumulative sales of nearly 1 million cups within just three months of its launch. The series, which utilizes an artisanal Italian-style freezing process, has successfully differentiated the brand in the premium cold-dessert market.
YeYe Bu Pao Cha (爷爷不泡茶) Breaks Sales Record in Wuhan
Wuhan-based favorite YeYe Bu Pao Cha (爷爷不泡茶) achieved a single-day store record of 63,563 RMB at its East Wuhan Orient Tea theme location. The surge was driven by a highly successful collaboration with the popular game *Sky: Children of the Light*, highlighting the massive impact of ACG IP partnerships on physical store performance.
LAVAZZA Predicts Delay in Global Coffee Price Correction
Despite reports of a strong harvest in Brazil, global coffee giant LAVAZZA has indicated that a meaningful decline in retail coffee prices is likely to be delayed. The company cites ongoing market instability and logistical pressures as primary factors maintaining high raw material costs throughout 2026.
FuLuJia (福鹿家) Emerges as Mixue Group’s “Third Growth Curve”
FuLuJia (福鹿家), the specialized beer and beverage brand under the Mixue Group, has officially surpassed 3,200 stores across 22 provinces. With average daily revenue per store reaching 3,006 RMB in late May—a 30% year-on-year increase—the brand has become a critical strategic pillar for the group’s diversified growth.
(FuLuJia (福鹿家) leverages the robust Mixue supply chain to scale rapidly in the fresh beer and tea-wine segment)
