Starbucks releases Douyin mini-drama to lure Chinese customers

A six-episode mini-drama produced by coffee giant Starbucks streamed on China’s TikTok sibling Douyin last week, showcasing a new method of advertising for global brands in China, where the size of the micro-drama industry reached about $5 billion in 2023. Released with one episode per day, the short drama is set in ancient times, in a society unfamiliar with coffee. It follows a fictional Starbucks employee who travels back to ancient China to opens a Starbucks store, becomes the wealthiest man in the region, and finds romantic partners along the way. The coffee brand showcases new seasonal offerings and its “Zhuanxingsong” delivery service throughout the series, mirroring the strategy of brands such as McDonald’s and KFC that have filmed their own branded dramas highlighting signature menu items. [Jiemian, in Chinese]