After Widespread Backlash, Coffee Shops Are Eager to Collaborate with Zhong Xue Gao?!

The Rise of Zhong Xue Gao: From Ice Cream Controversy to Coffee Collaboration Sensation

Most people know Zhong Xue Gao well by now! Recently, amid public frustration over opaque ice cream pricing, the brand dominated trending lists on major platforms for nearly half a month, with netizens raising pointed questions about its products.

Since its founding, Zhong Xue Gao has welded its products to a "luxury" positioning, and its premium pricing is nothing new. Priced several times above ordinary ice cream and flavored with strange and unconventional combinations, the brand has repeatedly broken through on the strength of its own controversy.

What suddenly pushed it back into the spotlight was the wave of attention on ice cream prices. As the poster child for high-priced products, Zhong Xue Gao naturally became the center of public debate. But for all the criticism, the name is now deeply imprinted in everyone's mind.

Some economic media analysts suggest that after this round of backlash—plus the viral trend of people grilling ice cream—both the brand's value and visibility will surge. Consumers who previously paid the brand little attention now think of Zhong Xue Gao whenever they see ice cream or premium-priced products. The brand, in other words, has become the king of traffic.

Coffee Shop Collaborations: A Strategic Marketing Move

In recent days, netizens have noticed numerous coffee shops launching pop-up events with Zhong Xue Gao, using its various ice cream flavors to build creative coffee drinks. And this is not the brand's first time teaming up with cafes.

As early as last year, Zhong Xue Gao ran similar pop-ups with coffee shops in cities like Shanghai and Guangzhou—but back then only a little over 200 establishments took part. After the brand became a hot topic this year, participating shops nearly tripled: 600 coffee shops rushed to collaborate.

That says a lot: the products and pricing may be questioned, but the brand has "won" at marketing. Today, in both the ice cream and coffee industries, standing out in a crowded market has become a daily challenge.

The Power of National Trend and Cultural Resonance

The restlessness of the internet era has actually handed many domestic brands their breakthrough opportunities. Criticism still generates traffic—and used well, these accidental moments can spark a wave of reverse marketing, with consumers following and trying the products out of sheer curiosity.

The reasons so many coffee shops joined this collaboration are twofold: first, the traffic; second, Zhong Xue Gao's tile-shaped ice cream and distinctly Chinese flavors have inspired cup after cup of creative drinks full of Chinese character and taste.

"National trend" and "local" culture have secured their place in consumers' hearts. Collaborating with local brands to create national-trend-style products is the fastest way to resonate with consumers and grab their attention.

Long-term Success Beyond Temporary Traffic

That said, the traffic from collaborations is only temporary. For coffee shop brands to grow long-term, professionalism is irreplaceable. The real question shops must weigh is how to convert collaboration traffic into repeat visits.

Image source: Internet

FrontStreet Coffee Recommendation

Viral collaborations may come and go, but a shop's staying power rests on what is in the cup—and that starts with dependable beans. The FrontStreet Classic Blend is the shop staple: built for espresso and moka pot brewing, it extracts dense, fine crema even on non-professional home machines, with a smooth, mellow traditional Mamba profile that anchors lattes, cappuccinos, and Dirty drinks. Cost-conscious shop owners have long favored the FrontStreet Black Cocoa Blend—100% Arabica, ample crema, full-bodied, and friendly on the budget. And for shops wanting a signature, differentiated milk drink, the FrontStreet Strawberry Candy espresso blend brings unmistakable strawberry-soft-candy sweetness that sets a menu apart.