China’s bubble tea chains bet big on Olympic athletes amid competition

['Cheyenne Dong', 'More Cheyenne Dong', '.Wp-Block-Co-Authors-Plus-Coauthors.Is-Layout-Flow', 'Class', 'Wp-Block-Co-Authors-Plus', 'Display Inline', '.Wp-Block-Co-Authors-Plus-Avatar', 'Where Img', 'Height Auto Max-Width', 'Vertical-Align Bottom .Wp-Block-Co-Authors-Plus-Coauthors.Is-Layout-Flow .Wp-Block-Co-Authors-Plus-Avatar'] TechNode 2024-08-05 00:00:00

China’s bubble tea brand Chagee is reaping the rewards after Zheng Qinwen, its health ambassador, won the country’s first Olympic tennis singles gold on Aug. 3. Chinese dairy products producer Yili, an official partner of the Chinese team for Paris 2024, has suffered a number of marketing missteps during the Olympics however. The brand has been spotted placing advertisements erroneously stating that “Zheng Qinwen won the silver medal in the women’s singles tennis” and celebrating “Sun Yingsha’s table tennis gold” before the final matches; Zheng won gold while Sun claimed a silver medal. Context: In 2022, Luckin Coffee benefited from Eileen Gu’s gold medal at the Winter Olympics in Beijing. Chinese audiences generally knew little about the American-born free skier before the event, when the coffee chain announced Gu as its ambassador in late 2021.