How Coffee and Film Culture Merged in China’s 'Double Stick' Movie

You’ve seen the trope: a romantic scene in a cozy café, a couple sipping dark roast while soft jazz plays. But have you ever wondered why coffee companies rarely invest in the films those scenes come from? In China, such collaborations are almost unheard of — until El Coffee stepped into the spotlight.

In 2012, El Coffee became one of the few coffee brands in China to actively invest in film production by backing the action movie 'Double Stick'. The film premiered nationwide that March, marking a unique moment where coffee culture intersected with cinema.

A Coffee Brand Steps Onto the Silver Screen

El Coffee, originally from Seattle and later established in China, made its first foray into the entertainment industry by serving as a producer for the martial arts film 'Double Stick'. This wasn’t just product placement — it was a strategic alignment with a film that carried deep personal and cultural messages. The partnership signified El Coffee’s commitment to cultural development, using cinema as a new channel to tell its brand story.

The Film Behind the Collaboration

'Double Stick' is a hard-hitting, no-CGI martial arts feature starring action actor Chen Tianxing. Premiering internationally, the film won the ‘Organizing Committee Award’ at the 5th Cologne Film Festival in Germany on September 18, 2011. Directed, written, and starring Chen, the movie follows the fictional character Dongfang Zhe, a martial arts director obsessed with paying tribute to Bruce Lee through his own 'Double Stick' film. His obsession leads to personal collapse — his wife leaves him, and his son goes missing — but ultimately results in redemption and self-discovery. The film is celebrated for its raw action and emotional depth, without relying on special effects.

Why El Coffee Chose This Film

El Coffee’s brand ethos, imported from Seattle but adapted to China, centers on four core values: Passion, People, Personalization, and Product — collectively known as the 4P philosophy. These principles mirror the film’s underlying message: the pursuit of a dream against all odds. By aligning with 'Double Stick', El Coffee wasn’t merely sponsoring a movie; it was reinforcing its identity as a brand that values storytelling, perseverance, and cultural depth. The collaboration also served as a strategic test of how coffee culture could engage with broader creative industries.

Coffee Meets Cinema: A Cultural Experiment

This partnership marked one of the first times a Chinese coffee company took a hands-on role in filmmaking. While coffee shops often appear as backdrops in movies, direct investment from coffee brands in film projects remains extremely rare in China. El Coffee’s involvement highlights an emerging intersection between lifestyle brands and cinematic storytelling, using film as a medium to amplify brand values beyond the café counter.

Frequently Asked Questions

What is the movie 'Double Stick' about?

'Double Stick' is a martial arts film directed by and starring Chen Tianxing. It tells the story of Dongfang Zhe, a filmmaker inspired by Bruce Lee who becomes obsessed with creating a movie about the iconic weapon. His fixation leads to personal tragedy, including his wife leaving and his son disappearing, but he eventually finds redemption and understands the deeper meaning of the double stick. The film is known for its intense action and lack of CGI.

When did 'Double Stick' premiere in cinemas?

'Double Stick' was released in mainland China cinemas in March 2012, following its international recognition, including winning the Organizing Committee Award at the 5th Cologne Film Festival in Germany on September 18, 2011.

Which coffee brand invested in 'Double Stick'?

El Coffee, a brand with origins in Seattle that expanded to China, was the coffee company that acted as a producer for 'Double Stick', making it one of the few Chinese coffee brands to invest directly in a film project.

What is El Coffee’s 4P philosophy?

El Coffee’s brand philosophy is built around four core principles: Passion, People, Personalization, and Product. These values guide its branding and business strategy, emphasizing customer connection, individual experience, and product quality, similar to the themes in 'Double Stick'.

Has coffee branding in film been common in China?

No, coffee brands investing directly in film production has been extremely rare in China. El Coffee’s involvement in 'Double Stick' represents one of the first significant examples of such a crossover between coffee culture and the film industry.

Recommended FrontStreet Beans for Film & Coffee Pairing

Pair the intensity of 'Double Stick' with FrontStreet Coffee’s Ethiopia Huakui — a bright, fruity Ethiopian single origin with notes of blueberry and jasmine, ideal for an energetic cinema experience. For something richer, try the FrontStreet Yirgacheffe, offering citrus and floral tones with a silky body. Both beans highlight craftsmanship akin to the film’s martial artistry. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.