COSTA Launches Harry Potter-Themed Latte Art in UK Literary Campaign

When global pop culture hits your morning coffee cup, it’s not just a coincidence — it’s marketing. Recently, as Prince William visited China and the Paddington Bear movie premiered, British coffee chain COSTA seized the moment to roll out a campaign called “Wonderful Britain, Unexpected Encounters.” And for coffee drinkers, that meant stepping into a café and seeing more than just espresso and milk — it meant spotting familiar characters from British fiction floating on their cappuccinos.

Yes, starting March 6, customers at most COSTA stores outside North China could order specially designed cappuccinos and mochas featuring latte art inspired by British literary icons — think pipes, rabbits, lightning bolts, and round spectacles reminiscent of Harry Potter.

What’s in the ‘Wonderful Britain’ Campaign?

This isn’t just a random seasonal stunt. From March 6 onward, COSTA locations (excluding those in North China) began serving cappuccinos and mochas with latte art based on well-known symbols from British literature. The designs include a pipe (likely a nod to Sherlock Holmes), a rabbit (think Alice in Wonderland), a lightning bolt (Harry Potter’s forehead scar), and round glasses (also Harry Potter). These artistic flourishes aim to tie the coffee experience to Britain’s rich literary tradition.

How COSTA Blends Coffee with Culture

To further lean into the literary theme, COSTA partnered with Amazon to set up Kindle experience zones inside select stores. The idea is to slow things down — offering customers not just a quick caffeine fix, but a space to relax with a book and a cup of coffee. This move contrasts with the typical fast-paced coffee shop hustle and positions COSTA as a brand that wants you to linger.

COSTA’s Ongoing British Identity Push

This campaign is just the latest in a series of efforts by COSTA to highlight its British roots. Notably, prior to this, the brand launched a limited-edition “Earl Grey Coffee” during the Lunar New Year through March 5, drawing on the iconic British tea tradition. With British shows like Downton Abbey and Sherlock gaining popularity in China, such cultural references help reinforce COSTA’s image as authentically British.

Does a British Image Help COSTA in China?

Despite its success in the UK — where it overtook Starbucks in store numbers back in 2010 — COSTA has struggled to keep pace with its American rival in the Chinese market. The question remains: can leaning into British heritage and literary marketing help reverse that trend? So far, the gap between COSTA and Starbucks in China continues to widen, making this kind of cultural positioning both a nostalgic nod and a strategic gamble.

Frequently Asked Questions

Which COSTA stores offer the Harry Potter and literary-themed latte art?

From March 6, most COSTA locations in China except those in North China served special cappuccinos and mochas with latte art featuring British literary symbols. These included designs like round glasses (Harry Potter), a pipe, a rabbit, and a lightning bolt.

What British literary characters or symbols are featured in the latte art?

The promotional latte art included iconic British literary references such as a pipe (commonly associated with Sherlock Holmes), a rabbit (from Alice in Wonderland), a lightning bolt (Harry Potter’s scar), and round glasses (also referencing Harry Potter).

Did COSTA collaborate with any brands for this campaign?

Yes, COSTA partnered with Amazon to set up Kindle experience zones in some stores, encouraging customers to enjoy coffee alongside reading, aligning with the literary theme of the campaign.

What other British-themed product did COSTA release recently?

Before this campaign, COSTA launched a limited-time “Earl Grey Coffee” blend inspired by traditional British tea culture, available from Lunar New Year through March 5.

Why is COSTA emphasizing its British identity in China?

With Starbucks dominating the Chinese market, COSTA is leveraging its British heritage — including references to British literature and tea traditions — to differentiate itself and reinforce its brand identity as authentically British.

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