Starbucks China Collaborates with Disney to Launch Alice in Wonderland-themed Drinks and Merchandise

Starbucks China, the Chinese branch of the renowned US coffee chain giant, has unveiled an exciting collaboration with The Walt Disney Company, offering new beverages and merchandise inspired by the classic fairy tale Alice in Wonderland.

Customers at Starbucks China can now indulge in three delightful oatmeal milk lattes, each named after a beloved character from Alice in Wonderland. Priced between CNY38 and CNY44 (USD5.25 and USD6.10), these new drinks promise a unique and enchanting experience. Furthermore, Starbucks China is also introducing a range of collaboration merchandise, including kites, picnic mats, and canvas bags.

Industry insiders believe this collaboration between Starbucks and Disney will significantly boost the brand awareness and recognition of Starbucks, making their products more appealing and collectible. This partnership is expected to enhance consumers' desire to make purchases and foster brand loyalty.

The trend of collaborations between Chinese coffee brands and renowned companies has gained immense popularity in recent years. For example, last September, Luckin Coffee and well-known distiller Kweichow Moutai joined forces to launch a baijiu-flavored latte, which sold an impressive 45.8 million cups and generated sales revenue of CNY900 million (USD124.4 million), according to Luckin Coffee's annual report.

As a result of this successful collaboration, Luckin Coffee's revenue skyrocketed by 87 percent to CNY24.9 billion (USD3.4 billion) last year, surpassing Starbucks China for the first time. Starbucks China, on the other hand, recorded revenue of USD3 billion in the fiscal year ended October 1, marking an 11 percent increase from the previous year.

The Chinese coffee market has experienced remarkable growth in recent years, primarily driven by the emergence of numerous domestic coffee brands. According to data from the World Coffee Portal, the number of branded coffee stores in China surged by 58 percent to reach 49,691 last year. As a result, China overtook the United States, becoming the world's largest market for branded coffee stores.