Chinese coffee brands expand global reach
MODONG Coffee, a leading global health and wellness brand that has established a leading position in China's bulletproof drink market since its launch in 2019, is now widening its global presence.
Currently, the brand — as the flagship product of Star Plus Legend's new retail business, witnessing cumulative sales at 100 million cups as of 2024 — aims to pioneer a new MODONG lifestyle rooted in low-carb diets and scientific fitness, fostering healthier habits and redefining the relationship between nutrition and wellness.
To widen its global reach, MODONG Coffee has announced that it is sponsoring the G-DRAGON 2025 World Tour [Ubermensch] in Taipei, presented by KGI Financial Group, which is set to take place from July 11 to 13 at the Taipei Arena in Taiwan province.
As one of Asia's most influential music IPs, G-DRAGON's upcoming tour, themed "Ubermensch", symbolizes his groundbreaking interpretation of art and self-expression. As an official sponsor, MODONG Coffee joins forces with Samsung, ADATA Technology and other brands to deliver an immersive experience, seamlessly blending stunning visuals with exceptional music for the audience.
It has been learned that by leveraging G-DRAGON's global fan appeal and the high popularity of the concert, the brand aims to further expand its influence in the Asia-Pacific market — marking a significant leap for MODONG Coffee from product to brand, and from local to global.
According to China Insights Consultancy, MODONG coffee has ranked first in the bulletproof drink market by gross merchandise volume on the Chinese mainland for five consecutive years (2020-24).
In 2024, the MODONG brand earned multiple prestigious certifications, including as "a high profile brand in Jiangsu province", further solidifying its market competitiveness.
Meanwhile, MODONG Coffee has deeply integrated with the phenomenal variety show IP "J-Style Trip", achieving "traffic-to-sales conversion" through celebrity-driven marketing and scenario-based campaigns. This strategy drove a 360 percent year-on-year sales surge in its debut year, propelling Star Plus Legend's net profit to soar 233 percent year-on-year.
To meet evolving consumer demands, MODONG Coffee underwent a brand upgrade in 2025, launching the MODONG MAGIC series — Sicilian Lemon Coffee and Cactus Black Coffee — under the concept "A Cup On-the-Go: Crafting Magic for Healthy Living".
The new sponsorship represents a key step in MODONG Coffee's strategic layout of combining "healthy trendy beverages + entertainment".
Looking ahead, MODONG will remain sharply focused on Gen Z consumers, engaging them through health, music, fashion and digital art to strengthen its youth-oriented identity.
Powered by AI-driven IP innovation, the brand is poised to accelerate the fusion of digital technology and the real economy.
Earlier, Cotti Coffee, a top-tier Chinese brand in the ready-made coffee space with significant influence at home and abroad, is also intensifying efforts to help Chinese flavors gain more international prominence.
