You’ve probably heard of last year’s viral “pork belly latte” from Starbucks. But have you heard of aged black vinegar (老陈醋, a Shanxi product) coffee? This is a max-acidity coffee, that’s for sure. Recently, KCOFFEE, the coffee chain from KFC, launched a genuine aged black vinegar sparkling Americano in collaboration with Datong Cultural Tourism from Shanxi province.
An Americano makes sense, as there’s no milk to worry about. However, the flavour is not the only draw for those eager to try something unconventional. Datong Cultural Tourism also brought stickers, sleeves and paper bags featuring artworks of the Ji Letian, the Celestial Musician and Dancer from the Yungang Grottoes, as well as displays from the Datong Museum and Huayan Temple. At the same time, a vinegar-flavoured fried chicken thigh was also introduced by KFC, along with the coffee.
The flavour, of course, appeals to the meme-loving younger generation that dares to try anything. However, black vinegar coffee has been in development in Shanxi, a province famous for its vinegar, for a couple of years. With local small-town coffee shops emerging, it has become a local staple. Whether it is a tourist trap or truly a local delicacy, the national introduction from KCOFFEE might be a good chance to find out.
Shanxi, especially Datong, has been growing rapidly as a travel destination. With the blockbusting video game Black Myth: Wukong basing many of its maps in real locations in Shanxi, the province now resonates deeply with traditional culture and Buddhist artefacts. The new collaboration, in this sense, appeals to both the “abstract” loving crowd who enjoy KFC’s “Crazy Thursdays” and to those who love cultural tourism and the traditional heritage associated with Datong’s city marketing. A very interesting, localised campaign for a coffee brand from an American fast-food giant.
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