Tiffany Li

Tiffany, brand director of Mr Brown Coffee, is leading the innovation and transformation of a brand that has been rooted in Taiwan for 44 years. She oversees new product development, café planning and marketing, and has opened two concept stores—in Nanjing and at a technology university campus. Navigating the diverse needs of different customer segments during the transition, she has adjusted product structure and spatial configuration to translate the brand’s inclusive, cross-demographic appeal into tangible operational results. Once questioned for being "outside the canned coffee demographic and not understanding how to run the brand," she instead found a new market entry point in trend analysis and design aesthetics—striking a balance between preserving the classic and innovating, attracting a new generation of customers in the process.