China’s coffee market is booming but NESCAFÉ has been struggling to fully capture the growth. We launched a campaign to enhance the brand’s premium credentials and social value by addressing a cultural tension: young Chinese are increasingly looking to reconnect to their cultural roots. We created an immersive premium brand experience via a pop-up café that celebrates local cultural heritage, offering visitors a journey through five senses. The pop-up café became a must-see hot spot, creating 1.3 billion impressions, making NESCAFÉ the most talked-about coffee brand, and tripling the sales of our E-commerce site.