Nescafé taps into cultural heritage and consumer trends with new product launch in Guangzhou
[Photo provided to chinadaily.com.cn] Coffee brand Nescafé recently teamed up with the Liede Dragon Boat team to host a dragon boat-themed carnival in Guangzhou, Guangdong province, part of the brand’s ongoing localization efforts to bond consumers with Chinese intangible culture heritage. By integrating the essence of traditional Chinese culture with contemporary consumption patterns, Nescafé is…