Starbucks China has recently launched new drinks based on the classic fairy tale ‘Alice in Wonderland’ in collaboration with The Walt Disney Company.
In April, Starbucks China customers can order 3 new oatmeal milk lattes named after characters from Alice in Wonderland, priced at between Rmb 38 to 44 (US$5.38 to US$6.20), as well as order collaboration merchandise, including kites, picnic mats, and canvas bags.
The collaboration between Starbucks and Disney can enhance Starbucks’ brand awareness and recognition and make its items more interesting and collectible, boosting consumers’ purchasing desire and brand loyalty.
Indeed, collaboration between coffee brands and famous iconic names has been on the rise in China in recent years. For example, Luckin Coffee worked with major distiller Kweichow Moutai last year to launch baijiu-flavored latte. As a result, its sales revenue jumped 87% surpassing Starbucks’ China for the first time.
China’s coffee market grew exponentially in recent years with the number of branded coffee stores rose 58% to 49,691 in 2023. Last year, China surpassed the US to become the world’s largest market for branded coffee stores, according to data from World Coffee Portal.
