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Sumida River Coffee Announces Global Brand Ambassador Sumida River Coffee Collaborates with Xiao Zhan

Published: 2026-01-27 Author: FrontStreet Coffee

Last Updated: 2026/01/27, For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Workshop (WeChat public account: cafe_style). Recently, Sumida River Coffee posted posters like the one below in major cities. In the posters, the person's face was intentionally obscured by the Sumida River Coffee brand, aiming to build anticipation for the announcement of a global brand ambassador on June 22nd. Sumida River Coffee's official Weibo account posted yesterday, June

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Sumida River Coffee Announces Global Brand Ambassador

Recently, Sumida River Coffee released posters in major cities featuring a character with their face intentionally obscured by the brand, building anticipation for the announcement of their global brand ambassador on June 22.

Sumida River Coffee's official Weibo account began teasing the ambassador announcement at 10:05 AM yesterday, June 21.

Although the ambassador's full face wasn't revealed in this Weibo post, many sharp-eyed netizens immediately guessed their identity. The clue was a mole beneath the ambassador's lips, with fans jokingly calling it an "authenticity mark."

Later that day, at 1:00 PM and 2:00 PM, Sumida River Coffee's Weibo continued with more teasers.

Due to the ambassador's distinctive "authenticity mark," sharp-eyed netizens quickly identified them. The mysterious atmosphere the brand had tried to create was thus broken. At 5:20 PM that afternoon, Sumida River Coffee's official Weibo seemingly gave up resistance but still playfully maintained suspense despite the netizens' discovery.

The final teaser post from Sumida River Coffee's official Weibo was issued at 10:05 PM that evening, announcing that the brand would place advertisements on LED screens in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chongqing, Chengdu, Qingdao, Zhengzhou, and other cities, simultaneously launching their "fresh moment." Observant followers noticed that Sumida River Coffee had discovered a lucky pattern - all the times of their official Weibo posts that day were carefully chosen. Arranging these times in sequence creates "100513145201005."

Since the brand discovered this unique lucky pattern, of course they had to use it. At 10:05 AM on June 22, Sumida River Coffee's official Weibo officially announced their global brand ambassador and released a promotional video.

In the promotional video, brand ambassador Xiao Zhan appears wearing a coffee-colored shirt. His focused gaze on the espresso in his hands, carefully pouring it into a cup, and his final head tilt toward the camera left numerous fans swooning.

Sumida River Coffee's Growth Milestones

Previously, Sumida River Coffee's last major event was on April 12, 2021, when they were announced as the exclusive coffee supplier for the 19th Asian Games Hangzhou 2022, becoming one of the official exclusive suppliers for the event.

According to Sumida River Coffee's official website, Sumida River TASOGARE COFFEE was established in 2015 with the mission to "let every Chinese person drink healthy, good coffee." By the end of 2020, Sumida River had cumulatively sold 300 million cups of coffee.

In August 2020, Sumida River completed an A-round financing of tens of millions of yuan, and in March 2021, completed a B-round financing of nearly 300 million yuan. Combined with their April partnership with the 2022 Hangzhou Asian Games and collaboration with international sports events, this fully demonstrates the brand's strength.

The Strategic Significance of Xiao Zhan as Ambassador

It's worth noting that Sumida River Coffee's choice of the time 10:05 for their Weibo posts aligns with the birthday of their global brand ambassador, Xiao Zhan.

According to Baidu Encyclopedia's records, Xiao Zhan was born on October 5, 1991, in Chongqing City, and is a Chinese mainland actor and singer. On June 27, 2019, the historical fantasy drama "The Untamed" was released on Tencent Video, and Xiao Zhan gained widespread attention for his role as Wei Wuxian.

This is Xiao Zhan's 15th endorsement in 2021. In this era of prominent celebrity effects and celebrity-driven sales, Xiao Zhan's reputation as the "Sales King" is well-deserved.

Xiao Zhan's previously endorsed Budweiser's fruit-flavored beer saw pre-sales on June 5, with pre-sale links removed on June 11, and officially launched on June 12. During the 618 Tmall rankings, its sales even surpassed zongzi (rice dumplings), securing the top position.

Xiao Zhan's commercial value should not be underestimated. Since Sumida River Coffee's official WeChat formally announced their collaboration with Xiao Zhan, the comments section has been filled with screenshots of orders placed on online shopping platforms.