As a coffee lover myself, this brand campaign and pop-up from Nespresso caught my attention.
There was a time in China (pre-Starbucks) when people doubted China would ever embrace coffee, as it was thought to be solely a tea culture.
We have moved way past that ...with some reports suggesting that Shanghai has more coffee shops than any other city in the World. And, Luckin, Cotti and Manner (together with Starbucks) are omni-present across all tiers in China.
But, will China ever develop a sizable at-home coffee culture?
In a market where its just too easy to pick-up an affordable drink (or better yet, have it delivered), why would people brew at home? At-home coffee has a long way to go in China but its gaining momentum.
The "Coolest Summer" brand activation by Nespresso in China that recently wrapped up, is taking aim at the growth of at-home coffee in China.
The brand campaign included three steps in 2025;
1. In April, the announcement of brand ambassador Wang Chuqing, one of the most popular table tennis players in China,
2. In May, social posts on WeChat, introducing iced coffee and the thematics for the summer campaign,
3. In July-August, a large scale brand pop-up and event at MIX Mall in Shenzhen.
The rollout of this brand campaign was well planned, culminating in a signature moment for the brand - with a highly immersive pop-up and attendance of brand ambassador Wang Chuqing (helping to amplify across all channels).
There are clear signs pointing toward growth of the at-home coffee market in China. Fully automatic and semi-automatic, at-home coffee maker sales have been growing steadily since 2020 (Covid). This fits with the overall trends of people investing more into home and with being more experience-focused.
With this latest campaign, Nespresso is making efforts to secure a key place in this growing consumer space. It setting up to be a very competitive market already ...as with all growth markets in China!