Hope Water’s annual “Hawthorn Coffee Map” campaign blends hawthorn-flavored drinks with creative coffee offerings. Now in its fifth year, the brand is spotlighting women through a special edition led by brand ambassador Liu Xiaoqing, teaming up with 51 female café owners across China to co-create a women-themed coffee map.
At 74, Liu Xiaoqing continues to gain popularity among younger audiences. Being a legendary figure in Chinese cinema since the early days of reform and opening up, Liu has long challenged stereotypes of historical women. Her portrayals of Empress Dowager Cixi in Reign Behind a Curtain and Wu Zetian in Wu Zetian brought complexity and humanity to iconic figures. Today, Liu remains active on reality shows and continues to defy expectations with her strict routine of cold showers and daily runs. Known for bold views like “Men can have multiple wives—why can’t women?” she’s become a cultural touchpoint in conversations about gender roles and women’s autonomy.
As part of the campaign, each participating café will craft a signature drink using Hope Water’s Hawthorn Soda Water, with recipes inspired by each owner’s personal story and creative style. The initiative highlights female leadership in the café industry and encourages connection among women consumers. During the campaign, customers who share their visits on social media may also receive a copy of Liu Xiaoqing’s book.
By partnering with Liu and empowering female café owners, Hope Water sends a clear message of respect and support for women. This woman-forward brand identity not only builds emotional connection but also strengthens customer loyalty, making Hope Water a top choice among female consumers.
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