Coffee with Maotai, Mahjong in a Benz... Increasingly Strong Chinese Characteristics

Local Chinese and foreign-invested companies are using 'patriotic marketing' as a breakthrough in the sluggish consumer market. Coffee containing the representative Chinese famous liquor Maotai is gaining popularity, and Mercedes-Benz has created a mahjong set enjoyed by Chinese people.

According to local media such as Shanghai Securities News on the 4th, 'Jiangxiang Latte,' which China's Luckin Coffee began selling nationwide simultaneously on the same day, quickly sold out. Even when trying to purchase through a smartphone application, a message saying 'ingredients are sold out' appeared, and in stores with some stock, there were many people waiting, requiring about a two-hour wait.

Mercedes-Benz Mahjong Set (Photo by Xiaohongshu)

The price of Jiangxiang Latte is 38 yuan per cup, but with a provided coupon, it can be purchased for 19 yuan. This beverage contains Guizhou Maotai, China's representative famous liquor with an alcohol content of 53 degrees. The latte itself has an alcohol content of 0.5 degrees, and it is advised against consumption by minors, pregnant women, drivers, and those allergic to alcohol.

Chinese food industry analyst Zhu Danfeng explained, "Maotai and Luckin are leading companies in the domestic liquor and coffee sectors, respectively," adding, "They have joined forces through this collaboration." He further elaborated, "Maotai will gain a younger and faster brand image through Luckin, and Luckin will benefit from elevating its brand status."

German luxury car brand Mercedes-Benz recently attracted attention by releasing a mahjong set that combines traditional Chinese elements with the company's design. The box is engraved with its distinctive emblem. Dao Insight commented, "Companies are creating unique and attractive products that combine traditional Chinese culture with Western design elements to resonate with local consumers," adding, "This strategy helps global brands strengthen their position and appeal to diverse customers."

This content was produced with the assistance of AI translation services.