Coffee brand Nescafé recently teamed up with the Liede Dragon Boat team to host a dragon boat-themed carnival in Guangzhou, Guangdong province, part of the brand's ongoing localization efforts to bond consumers with Chinese intangible culture heritage.

By integrating the essence of traditional Chinese culture with contemporary consumption patterns, Nescafé is riding the wave of the "Guochao" -- or trendy merchandise inspired by traditional Chinese culture.

The event marked the launch of the brand's newly upgraded canned rich latte, a product designed to meet the growing consumer demand for convenient and effective energy solutions.

According to the 2024 Youth National Trend Brand Strengthening Report, 80.7 percent of surveyed young consumers consider Guochao trends a key symbol of modern fashion. The market value of China's Guochao trend economy has grown significantly, rising from 122.67 billion yuan in 2018 to 229.22 billion yuan in 2024.

Positioned as more than just a beverage, the product seeks to empower young consumers to stay energized in their fast-paced lives while drawing inspiration, said the company. Nescafé has aligned its brand with youth-driven trends, advancing the emotional and cultural relevance of its offerings.

Meanwhile, according to Nielsen, China's ready-to-drink (RTD) coffee market continues to expand, reaching a market size of 7 billion yuan in 2024, with year-on-year growth of about 3 percent.

Nescafé has accelerated its RTD strategy, upgrading its canned coffee portfolio and introducing a dual-track product lineup -- tailored to meet diverse consumer preferences for taste and function.