NESCAFÉ® is excited to introduce its Korean Café Collection to the Hong Kong and Macau markets in collaboration with K-pop star Cha Eun-woo. This new series, designed to be a refreshing choice for summer, features two premium coffee offerings: Cold Brew Black and Café Latte. Crafted from 100 percent Arabica coffee beans, both beverages are presented in sleek aluminum bottles, aligning with modern sustainability goals that seek to reduce plastic usage. Each bottle is priced at HKD $17.
Cha Eun-woo has been appointed as the brand ambassador for Hong Kong and Macau to celebrate the launch. In a unique promotional video, the Korean star incorporates Cantonese into his script, adding a local touch to the campaign.
Cha Eun-woo will make a special appearance at Festival Walk in Hong Kong on August 31st as part of the launch festivities. Additionally, customers who spend HKD $20 on the NESCAFÉ® Korean Café Collection between now and August 20th can win exclusive VIP access to the launch event.
Korean Coffee Collaborations
Cha Eun-Woo Partners with NESCAFÉ to Debut the Korean Café Collection
Trend Themes
1. Celebrity-endorsed Beverages - Leveraging Cha Eun-woo's massive K-pop influence exemplifies how celebrity partnerships can significantly enhance brand visibility and consumer engagement.
2. Sustainable Packaging Solutions - The use of sleek aluminum bottles in NESCAFÉ's Korean Café Collection reflects a growing commitment to eco-friendly packaging that reduces plastic waste.
3. Culturally-localized Marketing - Incorporating local languages and cultural elements into promotional campaigns, as seen with Cantonese in the promotional video, deepens regional market connections.
Industry Implications
1. Coffee and Beverage Industry - This sector is seeing innovative product lines like NESCAFÉ’s Korean Café Collection aimed at refreshing summer offerings and attracting diverse consumer bases.
2. Celebrity Endorsement Marketing - The collaboration between Cha Eun-woo and NESCAFÉ underscores the impact of high-profile endorsements on product launches and market penetration.
3. Sustainable Packaging Industry - Adopting aluminum bottles for NESCAFÉ’s products illustrates a shift towards sustainable packaging solutions in the beverage industry.