Co-branded promotions spark growth
China DailyEmployees prepare milk tea orders at a Naixue store in Shanghai in April. ZHOU YOU/FOR CHINA DAILY Chinese food and beverage makers are teaming up with intellectual property owners of popular shows to launch co-branded campaigns aimed at tapping potential new business opportunities in the highly competitive catering sector. Likewise, domestic coffee brand Luckin Coffee joined hands with acclaimed TV series The Tale of Rose starring Chinese actress Liu Yifei to launch its yellow rose latte on June 24. The same evening, Liu posted a picture of her drinking the beverage on popular microblogging platform Weibo, and soon Luckin Coffee's new offering went viral online. On May 15, milk tea brand Naixue, the first new tea beverage brand listed on the Hong Kong stock exchange, launched its Sailor Moon-themed fresh fruit tea.