Tim Hortons and Tencent e-sports, the first domestic co-branded e-sports-themed coffee shop

Tencent Investment Group makes a new attempt by investing in Tim Hortons Coffee to open China's first home-competitive-themed cafe

On November 16, 020, the legendary coffee brand Tim Hortons (hereinafter referred to as Tims Coffee) officially landed in Shanghai on November 16, 2020. This is also the establishment of a strategic cooperation between Tims Coffee and Tencent E-sports in May. One of the important projects is to create a new scene of "coffee + e-sports life", to interpret a new culture of co-construction and sharing, and to meet the multi-dimensional needs of more young people in socializing, consumption, entertainment, and watching games.

Tims Coffee observes that at present, generation Z young people have gradually become the backbone of coffee drinking. The cross-border cooperation between coffee and e-sports is not only an extension of their respective scenarios, but also a combination of the resources of both parties for content co-creation, data sharing, and channel co-creation, achieving a win-win situation for the product and gaming industry, and creating something that belongs to young people. New cultural ecology. At the same time, the completion of the e-sports theme store has also broadened consumers' imagination of the store form, deepened the public's understanding of coffee culture and the spirit of e-sports sports, and ultimately promoted the application of this new scene in consumers' daily lives.

Tims Coffee's first home appliance competition theme store is specially opened in Shanghai Putuo e-sports gathering area. With the theme of KPL (Professional League of Glory of the Kings), the new store opened this time, with special themed store-limited red and blue BUFF bubble drinks, exclusive authorized printing latte with the theme of the king, e-sports peripheral products and other theme store exclusive products, as well as allowing fans to enjoy In the game, enjoy the benefits and privileges such as free heroes, skins, and king WIFI with full-level inscriptions. There are so many surprises, all fans are welcome to come and check in.

In order to create an immersive coffee + e-sports space, the store has specially set up exclusive areas such as a confrontation area, an e-sports area, and a display area. In addition to displaying the Chinese team uniforms of the Jakarta- Palembang Asian Games e-sports exhibition, the display area will also usher in 3 heavyweight trophy tours, including the LPL League of Legends Pro League Trophy, the KPL King Glory Professional League Trophy, and the PEL Peace Elite Professional League Trophy. In addition, the handprint models of 5 e-sports players (Cat, Fly, Marshal, Nuanyang, Jiucheng) will also appear with fans. The first themed store takes advantage of KPL’s home court advantage, and in the future will also cooperate with the e-sports celebrity team to create more interactive opportunities and scenarios for young consumers, especially e-sports fans, and establish a positive and complete "coffee + e-sports" "Youth community culture, sharing Shen Jing moments.

To celebrate the official completion of the theme store, Tims Coffee also invited Abu, the head coach of the Chinese team of the Asian Games League of Legends project, to the scene on the opening day of November 16 and became the one-day manager of the e-sports theme store. ", more opportunities to open black with fans, coupled with the wonderful King Cosplay performance, the fans present can feel the mutual promotion of coffee culture and the spirit of e-sports on the first day of opening, and the atmosphere infection in the new scene Integrate with culture.

Mr. Lu Yongchen, CEO of Tims Coffee China, said: “We see that the Shanghai government has always attached great importance to the development of the e-sports sports industry and hopes to continue to promote Shanghai’s image as a “global e-sports capital”. Tims Coffee also hopes to participate in it. Combining the channels and resources of both parties with Tencent e-sports to actively explore new business models to provide users with a new "coffee + e-sports life" consumption scene with strong social attributes, attracting more young consumers who love e-sports and coffee to join it , To make the development of the e-sports industry more diversified and form a broader ecosystem. In the future, we will also look forward to joining forces with more interesting industries and continuing to use the theme store model to broaden consumers’ imagination of coffee application scenarios, thereby helping the country Expansion of coffee application scenarios and overall market development."