Nescafé taps SEVENTEEN's Mingyu to promote new collection in HK and Macau

Nescafé has appointed Korean boyband SEVENTEEN's Mingyu as the latest brand ambassador for its new Café collection, covering the Hong Kong and Macau markets.

This comes after Nescafé launched a collection called “Korean Café Collection” last year, inspired by Korean culture and made in Korea, including cold brew black and café latte. It appointed K-pop star Cha Eun-woo (車銀優) as its ambassador for Hong Kong and Macau. 

This year, Nescafé has introduced the brand-new Café Collection, featuring two flavours: Americano and Café Au Lait. The Americano is a sugar-free brew made from premium beans, with a smooth and full-bodied texture that suits black coffee lovers. The Café Au Lait offers a well-balanced blend of rich coffee and smooth milk. Both drinks are crafted for coffee aficionados, delivering a satisfying, full-bodied taste.

The new collection features sleek and portable packaging that combines style with practicality. It aims to offer consumers a convenient option for staying energised, whether they are relaxing or on the go.

To celebrate the launch, Nescafé has partnered with Mingyu as the official brand ambassador for Hong Kong and Macau. This collaboration is a perfect fit, as Mingyu is a well-known Americano enthusiast, according to the release. His passion for Americano shines through in this campaign, bringing his signature sunshine vibes, irresistible charm, and a touch of Cantonese to local consumers. On set, he naturally lit up the room with his energy and professionalism.

As part of the campaign, Nescafé has released an online video featuring Mingyu, who introduces the Café Collection in Cantonese. Launched on Nescafé's YouTube channel last Wednesday (27 August), the video has received over 260,000 views, according to a check by MARKETING-INTERACTIVE. 

To further engage and excite the audience, Nescafé has invited Mingyu to visit Hong Kong for the launch event of the Café Collection at Festival Walk, Kowloon Tong, on 5 September. He will share his coffee stories in person with attendees. The event has been promoted on Nescafé's Facebook and Instagram pages, with the Instagram post receiving over 28,000 likes and 200 comments.

MARKETING-INTERACTIVE has reached out to Nescafé for more information. 

Don’t miss: Nescafé partners with Cha Eun Woo to reach younger audience in HK and Macau

This isn't the first time the brand tapped Korean pop stars to promote its new products. Back in September last year, Nescafé partnered with Cha for a campaign promoting its line of Korean-made café products. Inspired by Korean culture and produced in Korea, the new Korean café collection features cold brew black and café latte. The launch presents the collection in aluminum bottle format, emphasizing a premium positioning for the products.

A spokesperson from Nescafé said that the brand believed Cha’s high-end image aligned well with its focus on premiumisation and resonated with its core target audience of young adults aged 18 to 24 who first got started with their coffee journey. The campaign also targeted working adults aged 25 to 34 who enjoy high-quality coffee. 

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