Introduction:Starbucks' first collaboration of the new year chose to team up with the classic animated film "Havoc in Heaven," launching peach-flavored coffee beverages inspired by the Peach Banquet, successfully evoking many people's childhood memories. However, this collaboration is limited to exclusive drinks only, without accompanying themed packaging or merchandise, sparking heated discussions online. Is this collaboration really worth the hype? Let’s take a closer look at the event details and market response.
Stepping into the new year, Starbucks announced a cross-industry collaboration with the classic animated film "Havoc in Heaven" from Shanghai Animation Film Studio, introducing peach-flavored coffee beverages inspired by the scene of the "Peach Banquet." This partnership quickly garnered widespread attention, not only because "Havoc in Heaven" is a cherished childhood memory for many, but also due to the high-profile nature of the IP chosen for this collaboration. However, some consumers are dissatisfied with the event, mainly because the available information indicates that only limited-edition drinks are being offered, with no themed packaging or merchandise.
Compared to the collaboration strategies of other brands—such as Luckin Coffee’s successful “Sauce-flavored Latte” in partnership with Moutai, where numerous brands have frequently launched collaborations over the past year that include not only limited drinks but also often come with exclusive cup sleeves, eco-bags, or even tumblers to attract consumers—Starbucks’ latest collaboration seems to focus solely on the beverage itself. Based on the menu revealed so far, customers can only try this special peach-flavored coffee at stores, with no related themed packaging or physical merchandise in sight.
In fact, Starbucks has previously engaged in multiple collaborations in China, including partnerships with well-known IPs such as Blackpink, Disney, and Snoopy, but most of these were not fully rolled out across mainland stores. The most recent notable collaboration was with Fei Xiang, which only offered simple giveaways like stickers and apple socks, without adopting thematic elements for packaging. For many consumers who hope to collect premium merchandise through collaborations, this "Havoc in Heaven" tie-up seems lacking in sincerity.
Notably, some netizens have pointed out that the two limited-edition drinks in this collaboration are actually part of Starbucks’ hidden menu, meaning customers don’t need to wait for the official event and can enjoy them earlier through customization services. This claim has led some consumers to believe that the so-called collaboration is merely a rebranded menu item without offering any substantial new experience. One netizen bluntly stated: “This doesn’t count as a collaboration” and “Relabeling it doesn’t make it a collaboration,” expressing dissatisfaction with the format of the event.
As a widely recognized IP in China, Sun Wukong is hailed as the “nation’s top-tier celebrity.” Therefore, when Starbucks announced its collaboration with the character, many fans had high expectations. However, the current campaign is limited to specific drinks and does not include related themed cups, cup sleeves, or eco-bags, leaving many netizens disappointed. Many have explicitly stated that if Starbucks’ collaboration lacks accompanying merchandise, they won’t purchase the limited drinks just for the collaboration.
The discussions sparked by this collaboration also reflect current trends and challenges in IP-themed collaborations within the coffee market. On one hand, leveraging popular IPs can quickly boost brand visibility and attract attention from both fans of the IP and the general public. On the other hand, without substantial merchandise or innovative experiences, relying solely on a single beverage makes it difficult to meet consumers’ diverse expectations. Whether Starbucks can respond to fans’ expectations with follow-up actions remains to be seen.
For coffee enthusiasts and IP fans alike, learning how to use customization services to try out hidden menu items in advance is also a practical tip. Many Starbucks stores allow customers to adjust drink recipes according to personal taste preferences, which has become one way many explore new beverages. However, to achieve the best flavor experience, it is recommended to clearly explain your preferences when ordering, so that baristas can make adjustments based on standard parameters to ensure the drink’s flavor is balanced and meets expectations.
The above content is compiled by CoffeeHunters, a coffee news website.
