Introduction:Domestic food and beverage brands continue to invest heavily in the coffee sector. The latest move comes from He Fu Noodle Bar, which has launched a new composite brand called “Pick ME の Coffee & Hot Food,” targeting young office workers with an emphasis on high-value coffee paired with quality hot meals. This article provides an in-depth analysis of its trademark strategy, product approach, and market trends, along with curated recommendations for specialty coffee beans to help you stay ahead of emerging coffee consumption trends.
Another example of domestic food brands crossing over into the coffee space has emerged, as He Fu Noodle Bar recently unveiled its new brand “Pick ME の Coffee & Hot Food” and has been actively filing related trademarks. From “He Fu One Cup of Coffee” to “CAFE PICK ME Coffee Convenience Store,” the brand’s frequent moves reveal an aggressive push into the coffee market. This new brand is positioned to serve younger demographics and office workers, focusing on affordable yet delicious coffee combined with premium hot food, aiming to create a new coffee consumption experience.
According to public information, in mid-August, Jiangsu He Fu Catering Management Co., Ltd., an affiliate of He Fu Noodle Bar, submitted multiple trademark applications to the Trademark Office, including “He Fu One Cup of Coffee” and “He Fu One Cup of Ramen.” These cover various international categories such as advertising sales, convenience foods, and beer beverages. Currently, these trademarks are under substantive examination. Subsequently, on September 11, the company filed additional applications for “CAFE PICK ME” and “CAFE PICK ME Coffee Convenience Store,” extending the categories to include food, alcoholic beverages, website services, and convenience foods.
Notably, the brand’s presentation on official channels has also undergone adjustments. Earlier, the logo used in the brand introduction section on the website was “PICK MEの Coffee Convenience Store,” but by August 28, it had been updated to “Pick MEの Coffee & Hot Food.” The official website describes the brand as dedicated to creating a new pairing for coffee consumption—offering young consumers and professionals an affordable yet flavorful cup of coffee, while carefully selecting green and healthy ingredients to integrate coffee into everyday life.
Currently, the “Pick Meの Café” mini-program has gone live, but the “Order Online” feature does not yet display specific store information for major cities, suggesting that the brand may still be in a preparation or trial operation phase. Compared to mature overseas markets, domestic coffee consumption still shows significant growth potential, prompting numerous brands to enter the space. In just the past month alone, examples include China’s Xtep International Holdings Limited applying for trademarks “Te Coffee” and “XTEP COFFEE,” as well as Nayuki’s Tea acquiring a stake of over 21.4% in the coffee brand AOKKA Coffee.
For coffee enthusiasts, in addition to keeping an eye on brand developments, understanding coffee bean selection and brewing parameters is equally important. Whether you prefer the bright fruity notes of a light roast or the rich, sweet finish of a dark roast, choosing coffee beans that suit your taste and mastering the right extraction methods can significantly enhance your drinking experience. Beginners are advised to start with single-origin beans to gradually explore the flavor differences brought by various origins and processing methods.
The above content is compiled by CoffeeHunters, a coffee news website.
