China’s Saturnbird: Brewing coffee with culture and creativity

Popular Chinese coffee brand Saturnbird is driving growth with an evolving consumer-centric strategy that emphasises creativity and community connections.

This article is part of a Spotlight series on what marketers can learn from DTC disruptors in China. Read more

Saturnbird Coffee is a homegrown brand that stands out in China’s mostly Western-dominated coffee market. It has largely achieved breakout success by building community and culture around the brand.

Founded in 2015, Saturnbird Coffee has become one of China's most popular instant coffee brands. The Changsha-based brand was the top seller in TMallʼs coffee category on Singles' Day in 2019, achieving 30 million RMB (US$4.7 million) in total sales. During the 618 mid-year festival in...

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