The Chinese coffee industry is experiencing rapid growth, reflecting significant changes in consumer habits and market dynamics. According to the “2024 China City Coffee Development Report”, the sector’s expansion highlights not only increased consumption but also a broader economic and cultural shift within the country.
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Starbucks’ Strategic Alliance with “Journey to the West” in China
In a strategic move, Starbucks has entered the Chinese co-branding arena, partnering with the iconic “Journey to the West”. This marks Starbucks China’s first beverage collaboration, notably with a Chinese IP – the “superhero” Sun Wukong.