Advertising Strategies and Brand Communication in China’s Coffee Market: The Cases of Illy, Lavazza, Starbucks and Luckin Coffee

This thesis investigates how coffee brands communicate and negotiate brand meanings within the Chinese market, examining both the localization strategies of international brands and the digital branding logic of domestic brands. Situated at the intersection of advertising studies, international marketing and consumer culture research, it examines how communication practices contribute to brand meaning and localization in digital and cultural contexts. Drawing on Roman Jakobson’s theory of communicative functions and Hofstede’s cultural dimensions framework, the study approaches advertising discourse not only as a persuasive tool but as a process through which cultural values are interpreted and recontextualized. A comparative case-study methodology is applied to four coffee brands operating in China: Illy, Lavazza, Starbucks and Luckin Coffee. The analysis examines brand identity, naming practices, distribution strategies, product offerings, target audiences, market-entry modes and advertising discourse across Chinese digital platforms such as WeChat, Xiaohongshu and Douyin. Particular attention is devoted to lifestyle narratives, emotional appeals, visual symbolism and platform-specific content used to engage consumers and reinforce brand value. Digital platforms are also considered as key actors shaping the circulation of meanings. The findings reveal significant differences between international brands and the domestic digital-native model represented by Luckin Coffee. While Illy, Lavazza and Starbucks rely on narratives of heritage, authenticity and experiential consumption, Luckin Coffee emphasizes convenience, accessibility, technological integration and data-driven interaction. These contrasting approaches demonstrate how branding practices are shaped by cultural expectations, platform logics and evolving consumption patterns. Overall, the thesis argues that brand communication in contemporary China functions as a process of cultural mediation through which global and local meanings are continuously negotiated. By examining the Chinese coffee market, the study contributes to a deeper understanding of localization and cross-cultural brand communication in digital environments.