{"id":20321,"date":"2025-06-13T08:49:33","date_gmt":"2025-06-13T06:49:33","guid":{"rendered":"https:\/\/www.pulse-advertising.com\/?post_type=news&#038;p=20321"},"modified":"2025-06-13T08:57:08","modified_gmt":"2025-06-13T06:57:08","slug":"brewing-community-how-brands-are-connecting-over-coffee-and-matcha","status":"publish","type":"news","link":"https:\/\/www.pulse-advertising.com\/nl\/resources\/social-media-news\/brewing-community-how-brands-are-connecting-over-coffee-and-matcha\/","title":{"rendered":"Brewing Community: How Brands Are Connecting Over Coffee (And Matcha Of Course)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-20344\" src=\"https:\/\/www.pulse-advertising.com\/wp-content\/uploads\/2025\/06\/2-Coffee-300x137.jpg\" alt=\"\" width=\"300\" height=\"137\" srcset=\"https:\/\/www.pulse-advertising.com\/wp-content\/uploads\/2025\/06\/2-Coffee-300x137.jpg 300w, https:\/\/www.pulse-advertising.com\/wp-content\/uploads\/2025\/06\/2-Coffee-1024x468.jpg 1024w, https:\/\/www.pulse-advertising.com\/wp-content\/uploads\/2025\/06\/2-Coffee-768x351.jpg 768w, https:\/\/www.pulse-advertising.com\/wp-content\/uploads\/2025\/06\/2-Coffee.jpg 1080w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In the age of always-on content and increasingly selective consumers, brands have found a new thing to connect over: coffee. From matcha-fueled beauty pop-up<\/span>s to fashion-label caf\u00e9s with custom latte art, the convergence of coffee culture, social media, and lifestyle branding has created a powerful new channel for community connection and brand storytelling.<\/p>\n<p><span style=\"font-weight: 400;\">But this trend isn\u2019t just about aesthetics or caffeine. It&#8217;s about <\/span><b>creating moments<\/b><span style=\"font-weight: 400;\"> that people want to share, brewing a sense of belonging.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>The Coffee Date as a Cultural and Strategic Ritual<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">What was once a simple caffeine fix has evolved into a <\/span><b>social ritual<\/b><span style=\"font-weight: 400;\">, particularly among younger, image-conscious consumers. Whether it&#8217;s a carefully curated coffee date, a pastel-toned matcha in hand, or an oat milk latte captured mid-pour, these moments are a lifestyle asset shared on socials.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We first saw this <strong>surge during the pandemic in 2020<\/strong>. As people sought comfort and routine amid uncertainty, making coffee at home became a form of self-care, creativity, and even self-expression. Viral trends like whipped dalgona coffee turned kitchens into mini caf\u00e9s, while creators shared ASMR-style morning routines featuring frothy lattes, aesthetic mugs, and perfectly lit countertops.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regaining control, calm, and creating beauty in a confined world. Coffee became content, and the act of making it <strong>became performative<\/strong> &#8211; a moment to film, edit, and share. In doing so, it forged a new kind of social connection: one where millions bonded over the <strong>shared experience<\/strong> of slowing down and savoring something small. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Brands quickly picked up on this shift, realizing that coffee was no longer just a product, but a storytelling tool.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This enduring ritual provides a rich opportunity to foster meaningful connections, just as it always has. By embedding themselves in these lifestyle moments, they move beyond the transactional and into the emotional.<\/span><\/p>\n<figure id=\"attachment_20354\" aria-describedby=\"caption-attachment-20354\" style=\"width: 169px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.tiktok.com\/@24s\/video\/7281304534796733729\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20354 size-medium\" src=\"https:\/\/www.pulse-advertising.com\/wp-content\/uploads\/2025\/06\/ssstik.io_1749657293410-169x300.gif\" alt=\"\" width=\"169\" height=\"300\" \/><\/a><figcaption id=\"caption-attachment-20354\" class=\"wp-caption-text\">@24s shows the perfect coffee moment for Jacquemus<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">This is what brands like <\/span>Saie,<span style=\"font-weight: 400;\">\u00a0<\/span>Aim\u00e9 Leon Dore<span style=\"font-weight: 400;\">, Ralph Lauren, and Jacquemus are tapping into &#8211; not just beverage sales, but <strong>brand belonging.<\/strong><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Saie x Rocky\u2019s Matcha<\/b><span style=\"font-weight: 400;\"> brought beauty and wellness together through a visually stunning, culturally rich ingredient &#8211; matcha &#8211; that\u2019s as photogenic as it is functional.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Aim\u00e9 Leon Dore<\/b><span style=\"font-weight: 400;\"> and <\/span><b>Ralph Lauren<\/b><span style=\"font-weight: 400;\"> have turned caf\u00e9s into physical brand worlds where fashion, design, and community intersect daily.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Jacquemus<\/b><span style=\"font-weight: 400;\">, known for runway spectacle, has embraced the \u201ceveryday luxury\u201d of coffee as a low-cost, high-margin way to invite people into the brand experience &#8211; even if they never buy a bag.<\/span><\/li>\n<\/ul>\n<h3><\/h3>\n<h3><b>Sensory Marketing and the Rise of Everyday Luxury<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In a world where everything competes for attention, brands are leaning into <\/span><b>sensory marketing<\/b><span style=\"font-weight: 400;\"> &#8211; and coffee shops are the perfect venue. The warm scent of espresso, the texture of ceramic mugs, the visual punch of green matcha foam &#8211; these physical elements create <\/span><strong>multi-sensory associations<\/strong><span style=\"font-weight: 400;\"> with the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Matcha in particular offers the ultimate content-friendly trifecta:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Health benefit<\/b><span style=\"font-weight: 400;\"> &#8211; antioxidants, calm energy<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cultural depth<\/b><span style=\"font-weight: 400;\"> &#8211; rooted in mindfulness and Japanese tea rituals<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Social virality<\/b><span style=\"font-weight: 400;\"> &#8211; vibrant color and ritualistic preparation are perfect for content creation<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This ties into a larger consumer trend: people crave experiences that <\/span><span style=\"font-weight: 400;\">feel<\/span><span style=\"font-weight: 400;\"> premium<\/span><span style=\"font-weight: 400;\"> but <\/span><strong>fit into their daily lives<\/strong><span style=\"font-weight: 400;\">.<br \/>\nCoffee &#8211; especially when elevated by branding, packaging, or creator content &#8211; delivers that sweet spot of <\/span><b>aspirational yet attainable<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Social Media: Where Coffee Becomes Culture<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">If caf\u00e9 culture is the setting, <\/span><b>creators are the narrators<\/b><span style=\"font-weight: 400;\">. They\u2019re not just posting drinks; they\u2019re capturing a lifestyle. Whether it\u2019s a latte-and-look pairing, a \u201cquiet luxury\u201d moment with a minimalist matcha, or a GRWM (get ready with me) that starts with a branded coffee cup, these micro-moments have enormous cultural weight online.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For creators, coffee is the <\/span><strong>perfect content prop<\/strong><span style=\"font-weight: 400;\">: it\u2019s visually compelling, relatable, and easily integrated into stories about wellness, style, productivity, or self-care. For brands, that makes coffee not just a product, but a <\/span><b>content engine<\/b><span style=\"font-weight: 400;\"> &#8211; a small, high-impact object that drives endless organic exposure.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Branded caf\u00e9s and drinks essentially become <\/span><b>media assets<\/b><span style=\"font-weight: 400;\">. The product isn\u2019t just consumed; it\u2019s filmed, filtered, and shared, creating ripple effects of brand touchpoints across digital platforms.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Creators \u2018n Coffee<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">No conversation about community, coffee, and culture is complete without mentioning <strong>Emma Chamberlain<\/strong>, the creator who didn\u2019t just promote coffee culture, she <strong>built her brand around it<\/strong>.<\/span><\/p>\n<figure id=\"attachment_20374\" aria-describedby=\"caption-attachment-20374\" style=\"width: 150px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/www.instagram.com\/emmachamberlain\/p\/DFyM7GrTi6u\/?api=slot%2Bbos%E3%80%90GB999.bet%E3%80%91.wtif&amp;hl=zh-cn&amp;img_index=3\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20374 size-thumbnail\" src=\"https:\/\/www.pulse-advertising.com\/wp-content\/uploads\/2025\/06\/Bildschirmfoto-2025-06-13-um-08.52.36-150x150.png\" alt=\"\" width=\"150\" height=\"150\" \/><\/a><figcaption id=\"caption-attachment-20374\" class=\"wp-caption-text\">Emma Chamberlain at Westfield Century City Caf\u00e9 opening<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">In her YouTube vlogs, Emma\u2019s daily iced coffee routine, only complete with messy bun, hoodie, and oversized straw cup, of course, became a defining part of her identity. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Fans came to <strong>associate her with the performative ritual<\/strong>, the craving, and the aesthetic of coffee long before she ever had a product to sell. That sensory habit naturally evolved into <\/span><i><span style=\"font-weight: 400;\">Chamberlain Coffee<\/span><\/i><span style=\"font-weight: 400;\">, a brand that felt like an extension of her personal lifestyle. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">With brightly designed packaging, and playful, community-driven flavors, the brand carried her voice into a tangible product. From merch to creator partnerships and pop-up caf\u00e9s designed for both real life and TikTok, every touchpoint was built for <strong>shareability.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">This brand strategy, building a product around the buzz of a creator\u2019s personality, is nothing new. As creators share every detail of their daily routines online, they tap into a <strong>goldmine of community engagement<\/strong>, turning comments and conversations into direct commercial insight. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">By listening to what their audiences are already fixated on, they create <strong>products that feel like natural extensions of their identity. <\/strong><\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">The Kardashians, for example, have each<\/span><a href=\"https:\/\/www.pulse-advertising.com\/news\/kylie-jenner-just-broke-the-internet-again\/\"><span style=\"font-weight: 400;\"> launched businesses rooted in the most talked-about aspects of their public personas<\/span><\/a><span style=\"font-weight: 400;\">. From Kim\u2019s sculpting shapewear to Kylie\u2019s lip kits, they effectively transformed <strong>viral conversation into brand equity<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through years of content, Emma trained her audience to associate coffee with productivity, self-expression, and comfort. So when Chamberlain Coffee launched, it didn\u2019t feel like a new venture.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Coffee as a Recession-Era Comfort<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s also a more subtle, economic layer at play. In uncertain times, consumers may pull back on big-ticket purchases but not on small, comforting luxuries. This is what economists call the <\/span><b>\u201clipstick effect\u201d<\/b><span style=\"font-weight: 400;\"> with small indulgences replacing larger ones, and coffee fits this pattern perfectly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even during inflation or economic anxiety, people are still willing to spend $5, even up to $12, on a coffee or matcha. It offers a sense of control, comfort, and even identity &#8211; without buyer\u2019s remorse.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Smart brands understand this. A branded coffee concept offers:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A <\/span><b>cost-effective entry point<\/b><span style=\"font-weight: 400;\"> for new consumers,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A <\/span><b>profitable margin model<\/b><span style=\"font-weight: 400;\"> even with giveaways,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And a <\/span><b>community anchor<\/b><span style=\"font-weight: 400;\"> that keeps audiences engaged between larger purchases.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In other words, coffee becomes the bridge between brand and buyer. This creates<\/span><b> positive brand experiences fostering long-term brand loyalty.<\/b><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Coffee as Culture, Community, and Content<\/b><\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The growing alignment of branded caf\u00e9s, matcha collaborations, and influencer rituals isn\u2019t a passing trend &#8211; it\u2019s a <\/span><b>strategic evolution<\/b><span style=\"font-weight: 400;\"> in brand-building.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Coffee, matcha and co. offer a rare combination:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> \u2615\u00a0 <\/span><b>Sensory appeal<\/b><span style=\"font-weight: 400;\"> that fuels emotional branding<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> \ud83d\udcf1\u00a0 <\/span><b>Visual appeal<\/b><span style=\"font-weight: 400;\"> that drives social virality<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> \ud83e\udd1d\u00a0 <\/span><b>Community feel<\/b><span style=\"font-weight: 400;\"> that fosters loyalty<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> \ud83d\udcb8\u00a0 <\/span><b>Low-cost execution<\/b><span style=\"font-weight: 400;\"> that boosts ROI<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In a world defined by short attention spans and algorithmic feeds, the humble coffee date has become one of the most powerful tools in a brand\u2019s arsenal &#8211; not because it\u2019s flashy, but because it\u2019s <\/span><strong>familiar, intimate, and shareable.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">And as long as creators keep filming their lattes and audiences keep watching, the branded coffee moment will remain the most inviting door into a brand\u2019s universe.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; In the age of always-on content and increasingly selective consumers, brands have found a new thing to connect over: coffee. From matcha-fueled beauty pop-ups to fashion-label caf\u00e9s with custom latte art, the convergence of coffee culture, social media, and lifestyle branding has created a powerful new channel for community connection and brand storytelling. But [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":20339,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":""},"categories":[],"tags":[],"class_list":["post-20321","news","type-news","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":{"news_title":"","news_title_source":{"label":"News Title","type":"text","formatted_value":""},"news_short_summery":"In today\u2019s content-saturated world, brands are embracing coffee culture as a tool for deeper connection. From matcha beauty pop-ups to fashion caf\u00e9s with custom lattes, coffee has become a lifestyle branding medium. Beyond aesthetics and caffeine, it\u2019s about crafting shareable experiences that foster community and a sense of belonging.","news_short_summery_source":{"label":"News Short Summery","type":"text","formatted_value":"In today\u2019s content-saturated world, brands are embracing coffee culture as a tool for deeper connection. From matcha beauty pop-ups to fashion caf\u00e9s with custom lattes, coffee has become a lifestyle branding medium. Beyond aesthetics and caffeine, it\u2019s about crafting shareable experiences that foster community and a sense of belonging."},"news_quotes":"","news_quotes_source":{"label":"News Quotes","type":"text","formatted_value":""},"additional_content":"","additional_content_source":{"label":"Additional Content","type":"wysiwyg","formatted_value":""}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brewing Community: How Brands Are Connecting Over Coffee (And Matcha Of Course) - Pulse Advertising<\/title>\n<meta name=\"description\" content=\"Discover how brands are using coffee culture to create shareable experiences, build community, and tell compelling stories on social media.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pulse-advertising.com\/resources\/social-media-news\/brewing-community-how-brands-are-connecting-over-coffee-and-matcha\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brewing Community: How Brands Are Connecting Over Coffee (And Matcha Of Course) - 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