Starbucks brings to life the dedication of 60,000 baristas in China

Starbucks China has reintroduced the brand with a new campaign called "Crafted with care in every cup" (好好照顾每一杯), highlighting what truly sets Starbucks apart—its passionate baristas. Building on the global momentum of The Starbucks Coffee Company campaign, it brings to life the dedication of Starbucks' 60,000 baristas in China, showcasing the craftsmanship and care behind every cup.

The campaign kicks off with a punchy brand video featuring the mantra, "The last ten feet are in our hands," showcasing the care and dedication of each barista, and a series of barista-focused videos then reveal the artistry behind the drinks Starbucks loves - from the steady pour of a flat white to the precise shake of an iced shaken espresso.

In a conversation with MARKETING-INTERACTIVE, a Starbucks spokesperson said the campaign aims to celebrate Starbucks’ commitment to premium craftsmanship, inviting people back in-store to experience true barista expertise—one cup at a time.

The two-week campaign is done in partnership with Anomaly Shanghai, targeting coffee enthusiasts in China. 

To extend the experience beyond the screen, Starbucks has invited its 60,000 baristas across China to share their own stories. Using the campaign’s distinctive soundtrack and a personal sign-off, baristas proudly bring their craft to life, igniting a movement that reveals the unseen artistry behind every cup. 

To amplify the initiative, the campaign is promoted via digital platforms such as WeChat, Weibo, Xiaohongshu and Douyin. 

“This campaign is a reaffirmation of what sets Starbucks apart — the craftsmanship behind every cup, and the people who bring it to life. By inviting our baristas to lead the way, we unlocked the passion behind every cup — and brought a renewed sense of pride and a collective commitment to service excellence,” said Tony Yang, chief growth officer, Starbucks China.

“Celebrating and building a brand’s culture and community is something we are always passionate about. After talking to many baristas, we decided to use their own words in the entire campaign, from the slogan to every word in each spot. No one is able to express their passion and love for coffee better than themselves. In a world that hype over AI, authentic passion and emotion became even more powerful. We are very excited to build a platform that brings the spotlight to every Starbucks partner, enabling them to showcase and share their passion in every cup of coffee,” said Elvis Chau, executive creative director and partner, Anomaly Shanghai.

Don't miss: Starbucks invites customers to 'Get Together' to drive positive actions

Last month, Starbucks unveiled a regional campaign to spark meaningful conversations that drive positive actions – one conversation at a time, two cups at a time. It will run until the end of this year.

Launching across Asia Pacific, the “Get together” campaign invites customers to rally around three core pillars: people, community, and environment, with activities and initiatives that foster positive change in ways both big and small. 

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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