Katinat shapes its marketing strategy by transforming its cups into a consistent touchpoint across seasonal campaigns. Beyond brand narrative, beverage offerings, and store network, limited-edition cup designs serve as a tool to maintain customer engagement, especially during festive periods.

Each peak season, the brand introduces new cup designs, linked with interactive in-store activities. In 2024, the Sapphire pink cup for Christmas created a significant buzz on social media. For the 2025 holiday season, Katinat continues this approach with its "magic cup" campaign, drawing customers to stores for experiences and accompanying activities.

The "magic cup" model was launched as a limited edition for Christmas 2025. Photo: Katinat

On 12/11, Katinat's official fanpage announced the launch of its limited-edition holiday 2025 cup, available with all large (L) size beverages. The brand also partnered with Fujifilm Vietnam to offer gifts to customers through a "Secret Santa" minigame.

Hidden behind the bows on the hologram cup are surprise gifts. These include: 8 special Fujifilm X half cameras, 12 first-prize Fujifilm instax mini Evo cameras, and 18 second-prize Fujifilm instax Pal cameras. The prizes also feature merchandise and discount vouchers. According to fanpage records, the campaign quickly garnered nearly 30,000 likes, over 2,000 comments, and 555 shares.

Customers have the chance to "hunt" for valuable gifts from Katinat and Fujifilm Vietnam through the "Secret Santa" program when purchasing large-size (L) beverages. Photo: Katinat

The new "magic cup" model is central to the entire campaign. It features a hologram effect that changes color with viewing angle, combined with decorative bows. A Katinat representative stated that the cup's image, being a familiar item with high social media virality among customers, was chosen as the highlight for the holiday season campaign.

In parallel with the product, Katinat also implements various in-store experiential activities. For this occasion, the brand launched the Merry Pistachio drink duo: Jasmine Milk with Pistachio and Coconut with Pistachio. The first drink combines jasmine milk tea, cream, and rich pistachio panna cotta topping. The second offers a refreshing experience with young coconut water, mildly tart jasmine green tea, and creamy pistachio.

Additionally, some stores feature snow spray events and photobooth areas with giant "magic cup" models. These check-in activities are maintained throughout the campaign, targeting young customers eager for experiences and social media sharing.

Many stores organize snow spray activities to surprise dine-in customers. Photo: Katinat

Katinat has implemented photobooth activities for various previous holidays, such as National Day on 2/9 and Vietnamese Women's Day on 20/10. The brand noted that these programs attracted thousands of online interactions. For the Christmas 2025 season, starting 5/12, customers with receipts totaling 120,000 dong can participate in photo opportunities, adding another touchpoint to their in-store experience.

Previously, the cup-based marketing strategy was implemented across the entire store system. Katinat opened its first store on Dong Khoi street, drawing inspiration from the old Catinat street. It then expanded with a cluster model in central, corner locations. The simultaneous rollout of seasonal cup designs across all locations ensured rapid campaign spread and consistent brand recognition.

A giant "magic cup" photobooth, complete with instant photo check-in experiences at select branches, attracted numerous participants. Photo: Katinat

Established in 2016, Katinat Saigon Kafe began with several stores in the southern region, managed by Katinat Cafe Joint Stock Company. The brand positioned its style to align with TP HCM's coffee culture, while also adjusting its identity to suit younger customer segments. In 2024, Katinat rebranded as Katinat Coffee & Tea House.

Through its seasonal campaigns, Katinat demonstrates a marketing approach focused on its iconic cup product, combined with in-store experiences and a broad distribution network. This model helps the brand maintain its presence and provides customers with reasons to return amidst the increasingly competitive F&B market.

Dan Minh