How 2012’s Nestlé Coffee In Music Season Inspired Young Voices

Every year, college students across China search for ways to break out of their shells, connect with others, and share their voices—especially through music. For many, finding that platform is the first step toward confidence and self-expression. But how can a global coffee brand help make that happen? In 2012, Nestlé Coffee found a way to turn campuses into stages.

In 2012, Nestlé Coffee’s In Music Season traveled to 14 cities and 20 universities, running for about three months and giving over a thousand young singers a chance to perform on stage with professional production, all centered around the theme 'Connect through music, meet through coffee.'

A Nationwide Campus Music Tour

The 2012 Nestlé Coffee In Music Season featured a nationwide campus singer competition that spanned 14 cities and 20 universities. The best 'campus voices' were selected through local contests and invited to a grand finale held on a professional MTV stage. This wasn’t just a talent show—it was a carefully curated experience merging live music with the brand’s message.

Top contestants performed in front of live audiences, with the energy amplified by special appearances. The event culminated in a high-energy night of performances that celebrated both musical talent and personal courage.

Key Figures and Performances

Several notable personalities added star power to the finale. Han Han, novelist, race car driver, and Nestlé Coffee’s 'dare to express' ambassador, made a surprise appearance that electrified the crowd. Su Xing, a well-known hip-hop and blues musician praised for his songwriting, also performed to encourage the contestants.

The 'Library Girl' Zhou Ziqian, who gained fame singing in study lounges, collaborated with Nestlé Coffee to release a brand theme song titled 'The Happiest Light and Shadow.' Han Han, whose novels have been adapted into stage plays, spoke highly of the musical performance, calling it a powerful expression of youth and creativity.

Brand Strategy and Youth Engagement

Su Bo, President of Nestlé Greater China’s Food and Beverage Division, expressed pride in offering a platform where students could showcase confidence and ambition. He noted that the brand’s 'Live with Dare' message strongly resonated with the participants, reflecting Nestlé Coffee’s enduring connection with youth culture.

He Wenlong, Senior Vice President of Nestlé Greater China’s Food and Beverage Division, emphasized that college students have always been a key focus group. He outlined how the brand used digital platforms—including Weibo and the Nestlé Coffee Douban page—to engage with young people emotionally. These efforts, combined with events like the In Music Season, aimed to move beyond online interaction and foster real-world connections over coffee and music.

As part of this strategy, Nestlé Coffee set up creative 'Dare Coffee Houses' on 20 university campuses. These spaces featured music-themed interactions, free coffee tastings, and online engagement designed to draw students out of their dorm rooms and into social experiences.

Nestlé Coffee’s Global Presence

Since inventing instant coffee in 1938, Nestlé has grown into a globally recognized coffee brand. Its NESCAFÉ brand serves over 4,600 cups per second worldwide and holds a brand value exceeding $13 billion, making it the most valuable coffee brand according to BusinessWeek.

Frequently Asked Questions

What was the 2012 Nestlé Coffee In Music Season?

The 2012 Nestlé Coffee In Music Season was a three-month national tour across 14 Chinese cities and 20 universities, built around a campus singer competition with the theme 'Connect through music, meet through coffee.' It culminated in a professional-stage finale featuring top student performers.

Who were the celebrities involved in the 2012 finale?

The 2012 finale included appearances by Han Han, Nestlé Coffee’s 'dare to express' ambassador; Su Xing, a hip-hop and blues musician; and Zhou Ziqian, known as the 'Library Girl.' Han Han gave a motivational speech, while Su Xing and Zhou Ziqian performed.

What was the theme of the Nestlé Coffee In Music Season?

The theme was 'Connect through music, meet through coffee,' emphasizing how shared musical experiences and coffee could bring young people together to express themselves and build new connections.

What initiatives did Nestlé Coffee use to engage students beyond the music event?

In addition to the In Music Season, Nestlé Coffee engaged students through a dedicated Douban page with interactive content, a Weibo presence, and on-campus 'Dare Coffee Houses' that offered music activities, free coffee, and opportunities for social interaction.

How many cups of Nestlé coffee are consumed globally every second?

More than 4,600 cups of Nestlé coffee are consumed every second worldwide, reflecting its status as one of the most widely drunk coffee brands globally.

What is Nestlé Coffee’s brand value?

Nestlé’s NESCAFÉ brand is valued at over $13 billion, making it the highest-valued coffee brand in the world according to BusinessWeek.

Recommended FrontStreet Beans for Campus Brews

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