Rooted in the idea of “A Cup Full of Flower Essences,” the campaign traced the journey from mountain fields to café counters, highlighting the careful hand-picking, same-day processing, and precise blending required to preserve the flower’s most vibrant aroma.

The concept came to life as “A Cup with 20 Roses,” visually expressing abundance and concentration — where natural floral essence replaces sweetness, and craftsmanship replaces excess.

From harvest to cup, the campaign reframed indulgence as purity — delivering a fresh, elevated expression of spring.