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🇹🇼 Taiwan /Economy & Trade

Taiwan's 7-Eleven turns CITY CAFE into collectible dolls to capture healing market

From Liberty Times · () Chinese

Translated from Chinese, summarized and contextualized by DistantNews.

At a glance

News Official statement New plan
  • Taiwan's 7-Eleven is launching a new marketing campaign for its CITY CAFE brand, transforming it into collectible, anthropomorphic dolls.
  • The campaign aims to enhance brand appeal and create a new fan monetization model by offering the dolls with specific beverage purchases.
  • This initiative taps into the growing market for

7-ELEVEN in Taiwan is launching a novel marketing strategy for its CITY CAFE brand, aiming to boost customer engagement and revenue by transforming the popular coffee into collectible, anthropomorphic dolls. This initiative taps into the burgeoning market for "brand IP commercialization" and "healing" merchandise.

We are turning the coffee we drink every day into collectible, companion characters to enhance brand favorability and create a new business model for fan monetization, tapping into the healing market.

— 7-ELEVEN spokespersonDescribing the goal of the CITY CAFE brand IP initiative.

The campaign introduces characters based on classic CITY CAFE drinks, including the Sicilian Lemon Sparkling Coffee, Espresso series, Thick Milk Latte, and Flavored series. These beverages are now personified as "super cute" and unique IP characters. Customers can obtain a "surprise cup" featuring a plush magnet charm doll by spending over a certain amount on designated CITY CAFE or CITY PRIMA drinks between July 22 and August 4. Alternatively, they can use points from the CITY PRIMA mini-7 collection activity to purchase the doll.

Beyond typical blind box toys, CITY CAFE's "brand IP x quadruple surprise x healing companionship" themed cups offer an interactive unboxing experience. The lower section of the cup contains one of eight randomly distributed plush magnet charm dolls, each representing a personified classic drink. These dolls are designed for versatility, usable as bag charms, refrigerator magnets, or travel companions, encouraging full collection to "heal every day."

Each cup can be disassembled, layer by layer revealing secrets, aiming to bring consumers a different experience.

— 7-ELEVEN spokespersonExplaining the interactive nature of the "surprise cup" promotion.

In addition to the CITY CAFE promotion, 7-ELEVEN is also exclusively launching a "Sanrio Sunburn Series" starting July 22. This series features popular characters like Hello Kitty, My Melody, Kuromi, Cinnamoroll, and Pompompurin with a tanned complexion, combined with summer festival elements such as watermelons, ice cream, fireworks, and fans, evoking a summer festival atmosphere. The collection includes four items, with a highlight being the "Sanrio Summer Festival Double Cute Boxed Toy (Plush Bag + Drink Bag)," which includes a character head plush bag with an integrated drink bag for easy transport of cold beverages.

The lower part is a brand plush magnet charm doll, with 8 classic drinks personified (randomly shipped, limited quantity).

— 7-ELEVEN spokespersonDetailing the contents of the "surprise cup."
DistantNews Editorial

Originally published by Liberty Times in Chinese. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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