Introduction:KFC’s subsidiary KCOFFEE is set to collaborate with the Chinese time-honored brand Wanglaoji to launch a limited-edition beverage, the “Wanglaoji-flavored Sparkling Americano.” This fusion of Western fast food and traditional herbal tea elements has garnered significant market attention. Can this cross-industry collaboration replicate the blockbuster success of Luckin Coffee and Moutai’s “Soy Sauce Latte”? This article delves into the brand strategies, market positioning, and consumer responses of both parties, exploring how heritage brands can attract younger demographics through innovative collaborations.
In recent years, KCOFFEE, under KFC, has continued to expand in the coffee market. After surpassing 100 stores, the brand has markedly accelerated its expansion. The upcoming limited-edition product, the “Wanglaoji-flavored Sparkling Americano,” is a cross-industry collaboration with Wanglaoji, a nearly 200-year-old Cantonese herbal tea brand. This creative combination of traditional Chinese herbal tea and Western-style coffee is expected to stir up considerable buzz in the market.
It is understood that some KFC outlets have already begun displaying promotional materials for this collaboration, with themed cup sleeves also making their debut. The breakfast combo being launched is priced affordably, aligning with mass-market consumption levels, reflecting the brand’s strategy of attracting consumers with high cost-performance. However, even before the new product officially hits the market, many netizens have started experimenting at home by mixing commonly available Wanglaoji with sparkling water to recreate a similar “Iced Cantonese-style” flavor.
As a nationally recognized traditional brand, Wanglaoji traces its origins back to the Daoguang era of the Qing Dynasty and is one of the representatives of Cantonese herbal tea culture. With its deeply ingrained slogan, “Fear the heat? Drink Wanglaoji,” the brand has successfully become closely associated with dining scenarios such as hot pot and barbecue, often found on the tables of many households. Its iconic red canned design is deeply rooted in public consciousness, and it has been awarded the “Time-Honored Chinese Brand” certification by the Ministry of Commerce, giving it a stable and historically rich brand image.
However, with the diversification of the beverage market—including the rise of emerging categories such as sparkling water, functional drinks, and cold-brewed tea—Wanglaoji’s market share faces challenges. At the same time, younger consumers are increasingly favoring coffee and modern tea beverages, leading to a decline in the visibility of this nearly 200-year-old brand among younger demographics, which urgently needs to find new growth momentum.
To re-engage the younger market, Wanglaoji has launched several innovative products, such as unique flavors like “Peppermint Grape” and “Dominant Durian” herbal teas, and has also attempted to bridge the gap with consumers through personalized packaging like “Surname Cans.” Additionally, the brand has partnered with overseas brands to open coffee shops, venturing into the emerging beverage market. However, while these efforts demonstrate a commitment to transformation, their actual effectiveness has yet to meet expectations.
On KFC’s part, recent adjustments in its coffee business strategy have included accelerating store expansion, actively refining product pricing, and introducing new flavors, all aimed at attracting more young consumers. Yet, relying solely on these conventional marketing tactics remains insufficient for truly breaking into the younger market. This collaboration with Wanglaoji is speculated by outsiders to have been inspired by the success of Luckin Coffee and Moutai’s “Soy Sauce Latte,” with the hope of creating buzz through an unexpected and unconventional pairing.
Notably, despite the official price being set at just 9.9 RMB, offering a certain price advantage, some consumers on social platforms have already shared how to DIY a similar drink at home using readily available ingredients. By simply purchasing a bottle of Wanglaoji and adding an appropriate amount of sparkling water, one can easily recreate the collaborative flavor—and even adjust the ratio according to personal taste. This has led some netizens to believe that making it themselves might offer better value for money.
In the current trend where “everything can be collabed,” whether KFC and Wanglaoji’s “Sino-American Herbal Tea” combination will succeed as expected and create another blockbuster case following “Luckin × Moutai” remains to be tested by the market. Whether consumers are willing to pay for such cross-industry innovation or prefer to make their own versions will be a key indicator of the success of this collaboration.
The above content is compiled by CoffeeHunters, a coffee news website.
