This Coconut Drink Brand Won’t Quit Its Tuwei Marketing—and Somehow It Works 🥥📺

If you’ve spent time in China, chances are you’ve seen Coconut Palm Juice (Yeshupai)—a coconut milk drink from Hainan that’s basically a cultural icon. It’s instantly recognizable in tall cans plastered with neon blue, yellow, and red fonts shouting things like “33 years坚持” (“33 years of persistence”) and “I drank this since childhood.” Add in swimsuit-style models with fixed stares, and you’ve got the definition of 土味 (tuwei)—tacky, cringe, but also oddly charming. 🥥✨

The drink itself? Hugely popular. Launched in 1988, Coconut Palm still dominates China’s coconut drink market, insisting it uses only fresh coconut milk (no powder, no fake flavoring). Despite multiple regulatory run-ins over exaggerated claims, its “so ugly it’s iconic” branding has stuck around—and even gained meme status among Gen-Z.

And it’s not just the cans. Swing by the company’s headquarters in Hainan and you’ll find enormous billboards of the same models plastered across the building, complete with shouting slogans, red banners, and oversized fonts. The HQ looks like a shrine to tuwei marketing, making it one of the most photographed “ugly landmark HQs” in China. 🏢😂

Love it or cringe at it, Coconut Palm Juice proves that in China’s crowded beverage scene, staying tuwei is its own brand power. 💁‍♀️🍹