Food and Beverage IP Co-branding Powerful

IP co-branding has become a marketing tool to drive consumer purchases in the food and beverage industry in 2024, as it is popular with the younger demographic. Whether it's a game, a second generation, a TV series or a major brand co-branding, the influence of IP in this area cannot be underestimated.

According to relevant data, since 2020, the number of brand co-branding has shown a year-on-year growth trend, with a compound annual growth rate of 12.75%, especially in 2023, when the number of co-branding marketing cases increased by 35.9% year-on-year. 

For example, Ruixing's co-branding with 'Black Myth: Goku' was a hit on various platforms upon its launch, with related topics ranking No. 1 on Weibo's Hot Search and five of the top 10 on Shake Shack's Hot List. The co-branded 'Black Myth Teng Yun Americano' coffee and related products sold out within seconds of being launched on the website, and subsequent products in the Ice Shake Espresso range are also proving popular. Yak's co-branding with Little Yellow Man, a top cartoon IP popular with global consumers, has resulted in the launch of a variety of new products with different eating styles and flavours, complementing Yak's youthful branding strategy and providing consumers with a more creative product experience. 

However, IP co-branding is not simply a matter of slapping on a logo; it requires brands to dig deep into the connotations of the IP and integrate them with their own brand concepts to create truly attractive co-branded products that better drive consumption.

In fact, it is not only coffee that is favoured by young people, but also delicate dishes prepared at picnics, and limited foods and drinks with special meanings at festivals, because they carry a specific sense of ritual. By creating unique atmospheres and experiences, these products allow consumers to satisfy their appetites and gain spiritual pleasure at the same time. Therefore, in the food and beverage market of 2024, products that can bring a sense of ritual and relaxation to consumers will often be more likely to gain everyone's attention and affection.

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