What Happened in the Tea & Coffee Industry Today
1. Co-Branding Boom Continues
According to industry data, between November and December 2025, the top 10 tea and coffee brands by store count launched a combined 28 co-branding campaigns across multiple sectors. Luckin Coffee led with 5 collaborations, while brands like Heytea, Mixue, Starbucks, and others each launched single campaigns. Co-branding has become a key strategy for customer acquisition and brand differentiation.
2.Starbucks Launches Intangible Cultural Heritage Concept Store
Starbucks Launches Intangible Cultural Heritage Concep StoreStarbucks opened its sixth intangible cultural heritage (ICH) concept store in Guangzhou’s Liwan District. The store features a cultural dialogue between Cantonese opera and Yunnan rattan weaving, positioning coffee as a medium for cultural exchange. This marks Starbucks’ continued investment in experiential retail and cultural storytelling.
3.Multiple Brands Launch Limited-Edition Campaigns
Several major brands launched new promotional campaigns:
•Luckin Coffee continued its Australian Open partnership campaign
•CHAGEE rolled out city-specific limited-edition collectibles and wildlife park collaborations across regional markets
4.Product Sizing & Transparency Questions
Luckin Coffee introduced an “Extra Large + ¥3” option across its product line. However, the company’s marketing materials only emphasized “larger cup size” without clarifying whether the coffee volume, milk, or espresso shots are proportionally increased. This ambiguity sparked consumer confusion and numerous online inquiries, highlighting the importance of clear product communication.