Congratulations to 7CAFÉ on earning the prestigious “Specialty Grade” certification from the Specialty Coffee Association (SCA) and Coffee Quality Institute (CQI)—an international recognition of the exceptional quality of its exclusive blended coffee beans. At just HK$17 per cup, 7CAFÉ proves that great coffee doesn’t have to come at a premium price. Noah Workshop is proud to have partnered with 7-Eleven on a celebration campaign challenging the stereotype that price defines quality.

Key Insight: “BE FAIR” 

Because great coffee shouldn’t be judged by its packaging or price tag—true quality speaks for itself (不被包裝定義 不被$17定義)

Breaking Stereotypes with Tyson Yoshi

Kick-off: Blind Tasting Event

We collaborated with Tyson Yoshi to challenge perceptions. Like 7CAFÉ breaking the “low-price equals low-quality” stereotype, Tyson defies expectations through his authentic artistry. At our “BE FAIR CAFÉ” pop-up in Harbour City’s Gateway Atrium, Tyson served free tastings of concealed-brand coffee. The public was invited to participate in the blind tasting and post their coffee reviews directly onto Tyson Yoshi’s car, which he made available for this purpose. 

Build Anticipation: Teaser Video

A teaser video ran across Tyson Yoshi’s social channels, encouraging the public to join the blind tasting event and judge the coffee purely on its merits—experiencing each richly aromatic sip without preconceptions.

The Reveal & Brand Video

After receiving thousands of positive reviews from the blind tastings, the big reveal came: the coffee was actually from 7CAFÉ. This instantly changed the perception that affordably-priced coffee can’t offer premium quality. To amplify the excitement, we announced Tyson Yoshi as the campaign’s “Chief Blind Taster” and released a full brand video featuring him.