Fan Zhendong Becomes NESCAFE Brand Ambassador: A New Formula, Crafted for "Every Cup, for Better"

On September 26, NESCAFE officially announced Chinese Olympic table tennis champion Fan Zhendong as its new brand ambassador. This partnership is rooted in a shared belief in the spirit of "better" - a journey driven by trust, inspiration, and progress. Standing alongside Fan Zhendong, NESCAFE is embarking on a new chapter that celebrates the power of small changes to spark something greater. With every cup, the brand hopes to energize and inspire people to explore new possibilities, embrace everyday challenges with courage, and continuously strive for improvement - crafting stories of "Better" in this new era together.

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Embracing the Spirit of "Better", Unleashing the Power of Change

A profound value shift is underway among China's young consumers. In an era of uncertainty, they are redefining "better" - moving away from chasing grand external achievements to pursuing more personal, attainable self-growth. Increasingly, they believe that small, intentional changes - learning a new skill, going to bed earlier, or simply savoring a good cup of coffee - can spark a positive cycle of progress. This emerging "micro-improvement" mindset is a smarter path forward: focusing on what can be controlled, refining the details, and steadily advancing toward "better".

With this insight, NESCAFE launched its brand proposition "Every Cup, for Better", directly addressing young consumers' growing desire for meaningful changes in their daily lives. As a coffee brand deeply embedded in Chinese life, NESCAFE has never stood still. Beyond its classic reputation, it continually returns to its roots and focuses on the details - from the sourcing of every bean, to precision in grinding, to the subtle flavor profile. Behind it all is a firm belief: this coffee exists for everyone quietly striving for "better", and it is always evolving to become better itself.

NESCAFE's choice of Fan Zhendong as brand ambassador reflects this shared commitment. Fan's journey shows that "better" is not about sudden glory, but about the daily determination to surpass one's past self - every swing of the racket more resolute, more precise than the last. His growth is an ongoing expedition of facing challenges and pushing beyond comfort zones. With each step forward, he redefines what the future of "better" can be.

Crafted for Progress, Upgrading the Classic for Better

On the journey toward "better", NESCAFE 1+2 has undergone a complete formula upgrade. For more than three decades, this iconic product has been part of life for generations of Chinese consumers, often remembered as their very first cup of coffee. With its rich flavor, trusted quality, and convenient availability, it has built deep emotional connections and a strong market presence, selling over 2 billion cups each year. As health awareness continues to rise, today's consumers want more than just great taste - they are increasingly focused on the health benefits of what they drink. Guided by the spirit of "Every Cup, for Better", NESCAFE 1+2 has been refreshed with a healthier recipe: 0 trans fats and 0 hydrogenated vegetable oils, using 100% imported coffee beans, while still maintaining the original aromatic taste of NESCAFE 1+2.

Since entering the Chinese market, NESCAFE 1+2 has consistently enhanced its quality to deliver a better cup of coffee to Chinese consumers. This commitment is not only a product-level upgrade, but also a powerful expression of the brand proposition: "Every Cup, for Better". Through continuous innovation, NESCAFE turns the idea of"better"into tangible action. Together with brand ambassador Fan Zhendong, the brand shares a belief in moving forward, surpassing limits, and finding growth in every detail - so that every cup of coffee becomes a warm reminder of progress and possibility.

Sharing "Better" Moments, One Cup at a Time

True brand growth comes from every genuine and heartfelt encounter with consumers. Through immersive offline events across cities, NESCAFE brings its proposition "Every Cup, for Better" to life - creating experiences that allow people not only to enjoy better coffee, but also to feel inspired and supported on their own journey toward "better". In 2025, the NESCAFE Mobile Cafe Tour will invite consumers to experience these "Better Moments" firsthand. Each upgraded cup of NESCAFE 1+2 offers not only a richer taste and healthier recipe, but also a starting point for meaningful connection between the brand and its consumers. At the events, NESCAFE encourages participants to savor the details of its product upgrade, turning the idea of "better" from an abstract concept into something tangible. Emotional touchpoints - such as the Red Cup Fortune Draw and City-exclusive Experiences - gently share a positive and uplifting life attitude: whether it's going to bed earlier, learning a new skill, or giving yourself a quiet moment each day, every small change makes a difference. And every cup of NESCAFE coffee is here as both inspiration and witness to those changes. Whether it's Fan Zhendong's impressive comebacks on the table tennis court or an ordinary person deciding to try again in daily life, the spirit of "better" is leaving its mark on everyday life. NESCAFE believes that true "better" does not always come from grand changes, but often from small, consistent efforts and the courage to keep moving forward. It lives in every moment of persistence - and in the warmth of every cup of coffee.

This cooperation between NESCAFE and Fan Zhendong is a tribute to everyone who keeps striving on their own life journey. NESCAFE will always be there, accompanying consumers, witnessing how small acts of persistence grow into meaningful, proud transformations. With every cup of NESCAFE 1+2, we are here to celebrate every "better" moment together.
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Country: China
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This release was published on openPR.