Starbucks Chinese New Year Blend

Starbucks aims to strengthen its coffee authority and differentiation in the market with the first-ever coffee blend customized for Chinese New Year (CNY). The objective is to drive excitement, trial, and at-home coffee consumption through this limited-time offering, appealing to both Starbucks enthusiasts and broader consumers seeking meaningful CNY gifts. Recognizing CNY's cultural significance as a time of family reunions and celebration, this blend connects with tradition while showcasing Starbucks’ global coffee expertise and cultural understanding.

We developed packaging, naming, and romance copy with a modern, youthful style to resonate with the Chinese young generation, avoiding traditional or cliché designs. Inspired by 2025's Year of the Snake, the design features endless snake scales depicted in an artistic, abstract way, symbolizing beginnings, transformation, and boundless vitality, amplifying the celebratory flavors and emotions of the season. It is a heartfelt tribute to Chinese tradition, wishing a prosperous year ahead.

“We are incredibly proud of the New Spring Overture coffee blend, which reflects our commitment to local innovation and authenticity. From the product concept to the blending and roasting process, and even the packaging design, every aspect was led by our talented Chinese partners and completed locally in China.” Tony Yang, Chief Growth Officer, Starbucks China