Civet Coffee built a chain on a kopi luwak gimmick — the gimmick wore off

猫屎咖啡 (Civet Coffee) built its brand around a single exotic ingredient: kopi luwak, the gourmet coffee bean that passes through the digestive tract of civet cats. The chain positioned itself as a premium coffee experience in China, opening stores in Guangzhou's top shopping districts and other first-tier city locations. The unusual name and the novelty of civet-cat coffee drew curious customers and media attention during China's early coffee boom.

By 2025, the chain had closed multiple landmark stores in Guangzhou and was in retreat. The brand that had once stood out for its exotic gimmick now seemed outdated in a market that had matured rapidly. China's coffee drinkers had moved from novelty to quality and convenience: they wanted third-wave specialty roasts from boutique brands, or the ultra-convenient ¥9.9 pour-over from Luckin and Kudi.

The decline reflected the broader maturation of China's coffee market. The first phase was about novelty and status — trying something different in a stylish setting. The second phase, which arrived by 2025, was about daily habit — quality, convenience, and value. Brands built on the first phase struggled to survive the second. Civet Coffee's gimmick, which had once been its biggest asset, had become its biggest liability.