Introduction:As the Christmas season arrives, Starbucks has launched its new Fuji Apple series, inviting celebrity Fei Xiang to serve as the spokesperson, along with themed star stickers and Christmas apple sock merchandise. However, the internet slang phrases printed on the stickers have sparked online discussions about the brand’s aesthetic direction. Some find it relatable, while others think it’s too “kitschy.” This article will analyze the flavor profile of the Fuji Apple series drinks, explore the brand’s marketing strategy, and observe competitive trends in the coffee industry’s holiday-themed offerings.
With the arrival of the Christmas season, Starbucks, as usual, has introduced festive limited-edition packaging, with the entire store immersed in a red ambiance. This year, in addition to the holiday-themed exterior, the brand has also enlisted the well-known celebrity Fei Xiang to endorse the new Fuji Apple series drinks, which include apple-flavored mochas and lattes, catching the attention of consumers. However, what really stirred up conversation were the star stickers and Christmas apple-themed sock merchandise included with the new products—especially the stickers featuring internet slang phrases such as “I’ll drink, you do as you please” and “Smell that wealth,” which sparked heated online discussions about the brand’s evolving aesthetic.
This Fuji Apple series is set to officially launch on December 28th. Customers who purchase any drink in-store will receive one Fei Xiang-themed sticker, and those who buy a new drink at full price will additionally get a pair of Christmas apple-shaped socks. In addition to the classic Starbucks mermaid logo and festive elements, the stickers also feature Fei Xiang’s image and several humorous, down-to-earth lines of text, unexpectedly becoming a popular topic widely shared on social media.
However, this campaign has also divided public opinion. Some customers feel that while the sticker slogans are amusing, their style deviates from Starbucks’ traditionally youthful and fashionable image, with comments like “This is the first time I’ve seen Starbucks being so relatable” and “The copy is just cringey—I thought it was a parody product.” Others suggest that this might be the brand’s strategy to attract an older demographic, saying, “The stickers feel more like gifts for aunties—I’ll just keep the apple socks.”
In fact, this isn’t the first time Starbucks has released co-branded or themed stickers, but combining a celebrity’s close-up photo with internet slang is indeed a relatively rare move. According to reports, the character portrayed by Fei Xiang wears a pink apron, complementing the overall red theme. Although it creates a strong festive atmosphere, many netizens joked that “it feels more like Chinese New Year than Christmas.” The brand’s mixed visual and copywriting styles have undoubtedly become the most controversial—and most talked-about—highlight of this marketing campaign.
In terms of beverages, the Fuji Apple series centers around apple flavors, paired with classic mocha and latte bases to create seasonally distinctive coffee options. According to Starbucks’ usual practice, these holiday-limited drinks typically incorporate fresh fruit elements or spice seasonings into popular existing recipes, offering consumers a warm, fruity experience during winter. Drinkers who enjoy the combination of fruit and coffee are advised to pay attention to the balanced flavor profile of the lattes in this series, as well as the layered interplay of chocolate and apple notes in the mocha version.
Meanwhile, competition in the Christmas coffee market is heating up. Even before Starbucks rolled out its themed merchandise, several chain brands—including Luckin, Tims, and Seesaw—had already launched winter-limited drinks such as mulled wine Americanos to capture consumer spending. Starbucks, however, got a head start by gradually introducing practical holiday merchandise such as hand warmers and blankets starting mid-month, successfully drawing attention and creating a festive mood, setting the stage for its upcoming new drinks.
Looking at recent Christmas marketing tactics among coffee brands, it’s clear that co-branding, limited-edition merchandise, and seasonal-flavor drinks have become standard offerings. For consumers, aside from trying new flavors, collecting various themed stickers or merchandise has also become an alternative highlight of the Christmas season. Starbucks’ bold marketing strategy this time—combining Fei Xiang with internet slang—whether or not it successfully appeals to its target audience, has undeniably sparked discussion and attention on social media.
As Christmas draws near, more chain coffee brands are expected to launch their own holiday-limited products and events. For coffee enthusiasts, this is not only a season for tasting new drinks but also an excellent opportunity to observe brand creativity and market strategies. Whether the Fuji Apple series will become a popular choice this Christmas is definitely worth keeping an eye on.
The above content is compiled by CoffeeHunters, a coffee news website.
