Starbucks China's Bold Celebration of Barista Craftsmanship

Starbucks China reintroduces the brand with its latest campaign, ‘好好照顾每一杯’, meaning "Crafted with care in every cup." This campaign highlights 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.

Mantra: "The last ten feet are in our hands"—the barista’s driving force.

A series of barista-focused videos then reveal the artistry behind the drinks we love—from the flawless pour of a Flat White to the perfect shake of an Iced Shaken Espresso. Each shot captures the magic of passion meeting craftsmanship.

Flat White: Iconic milk stream, creating the perfect dot.

Americano: Swift motion, locking in aroma in seconds

Latte: The signature sound of velvety frothed milk

Iced Shaken Espresso: Vibrant energy captured in every shake

Intenso Collection: Dedicated to perfect latte art

We couldn’t leave out the 60,000 baristas. Starbucks ups the ante by inviting them to share their stories with distinctive music and a unique sign-off, letting each barista include their name. This initiative ignites a movement, showcasing the craftsmanship of our baristas in moments consumers rarely get to see. Baristas across China are proudly spreading the message of care and quality in every cup.

Organic Repost: Baristas joining the movement, sharing their craft with pride.