Starbucks has launched a new initiative in China, offering sugar-free syrups to cater to the growing health-conscious trends in the country. This move follows a recent campaign by the Chinese authorities to promote “weight management” during the Two Sessions. The Chinese food and beverage industry, including local tea and coffee chains, has responded with healthier alternatives, and now, Starbucks has joined the trend.
On April 6, Starbucks introduced its “Sugar-Free Flavours” syrups, allowing customers to enjoy flavorful drinks without added sugar. The announcement generated significant buzz on Chinese social media, with the hashtag “Starbucks sugar-free new era” trending on Weibo, China’s equivalent of Twitter, and attracting over 110 million views.
Along with the sugar-free syrup launch, Starbucks is hosting the “West Lake Flavour Coffee Festival” in Hangzhou, which will run until April 28. Visitors to the festival can enjoy a range of activities, including hidden menus and tasting sessions.
The festival also introduces a new mascot, Xionglinger, a bear character that resembles a Disney-style plush rather than the usual “Bearista.”
Starbucks has been increasing its presence in China this year, with a focus on engaging with local coffee drinkers. The brand has rolled out several initiatives, including collaborations with Snoopy and Lululemon, and launched an ESG campaign aimed at its employees. As the competition from local coffee chains like Luckin and Cotti Coffee intensifies, Starbucks is looking to deepen its connection with Chinese consumers through these localized offerings.
Related topics:
- New Taco Bell Menu Items Combine Fan Favorites in Bold New Ways
- Wendy’s Partners with Warner Bros. for New DC-Themed Kids’ Meals
- Shake Shack Introduces New Dubai Chocolate Pistachio Shake Inspired by Viral Chocolate Bar