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VEVEY, Switzerland, May 22, 2025 /PRNewswire/ -- Nescafé announces today a global partnership with renowned digital magician and filmmaker, Zach King, who will serve as the brand's first-ever global influencer. This exciting collaboration marks a significant step in Nescafé's brand-building strategy to reach a broader and younger audience, bringing coffee into the realm of digital storytelling.
TV Commercial
https://youtu.be/4HBAuI1mvx4
Zach King, the digital wizard
Zach King, from California, USA, has an impressive following of over 185 million fans and holds the Guinness World Record for the most viewed video on TikTok with 2.2 billion views. He ranked number four in the top 10 most watched TikTok videos in 2024. His unique ability to entertain and engage resonates perfectly with Nescafé's vision, particularly among younger consumers aged 18 to 24, through authentic storytelling and innovative content, making him an ideal choice for this collaboration. "I've always loved turning everyday things into something unexpected," said Zach King. "This project with Nescafé has been all about having fun, getting creative, and showing how even your afternoon coffee can have a twist of magic."
Billboard Hack
https://youtube.com/shorts/HsST4ekzBrk
Hacking Nescafé with Zach King
At the heart of this partnership is the new Nescafé Espresso Concentrate, the brand's latest cold coffee range designed for home consumption. This product empowers consumers to craft and personalize their coffee experiences, aligning with the emerging coffee hacking movement. The synergy between Nescafé's expertise and Zach King's creative digital storytelling promises to create a captivating narrative for coffee lovers everywhere.
"Zach King's fan base is young and diverse, mirroring the spirit of our newly launched Nescafé Espresso Concentrate cold coffee," said David Rennie, Executive Vice-President and Head of Strategic Business Units and Marketing and Sales at Nestlé. "We are excited to bring Zach into the Nescafé universe, providing a fantastic platform for our cold coffee hacks. Together, we will create magical moments that resonate with our consumers."
The partnership includes a series of creative digital assets, including TV advertising, exclusive social media videos, and behind-the-scenes content. The partnership will launch first in the US and the UK and will expand globally throughout this year.
Note: the links to the YouTube videos will only become public on the day and time of the announcement
VEVEY, Switzerland, May 22, 2025 /PRNewswire/ -- Nescafé announces today a global partnership with renowned digital magician and filmmaker, Zach King, who will serve as the brand's first-ever global influencer. This exciting collaboration marks a significant step in Nescafé's brand-building strategy to reach a broader and younger audience, bringing coffee into the realm of digital storytelling.
TV Commercial
https://youtu.be/4HBAuI1mvx4
Zach King, the digital wizard
Zach King, from California, USA, has an impressive following of over 185 million fans and holds the Guinness World Record for the most viewed video on TikTok with 2.2 billion views. He ranked number four in the top 10 most watched TikTok videos in 2024. His unique ability to entertain and engage resonates perfectly with Nescafé's vision, particularly among younger consumers aged 18 to 24, through authentic storytelling and innovative content, making him an ideal choice for this collaboration. "I've always loved turning everyday things into something unexpected," said Zach King. "This project with Nescafé has been all about having fun, getting creative, and showing how even your afternoon coffee can have a twist of magic."
Billboard Hack
https://youtube.com/shorts/HsST4ekzBrk
Hacking Nescafé with Zach King
At the heart of this partnership is the new Nescafé Espresso Concentrate, the brand's latest cold coffee range designed for home consumption. This product empowers consumers to craft and personalize their coffee experiences, aligning with the emerging coffee hacking movement. The synergy between Nescafé's expertise and Zach King's creative digital storytelling promises to create a captivating narrative for coffee lovers everywhere.
"Zach King's fan base is young and diverse, mirroring the spirit of our newly launched Nescafé Espresso Concentrate cold coffee," said David Rennie, Executive Vice-President and Head of Strategic Business Units and Marketing and Sales at Nestlé. "We are excited to bring Zach into the Nescafé universe, providing a fantastic platform for our cold coffee hacks. Together, we will create magical moments that resonate with our consumers."
The partnership includes a series of creative digital assets, including TV advertising, exclusive social media videos, and behind-the-scenes content. The partnership will launch first in the US and the UK and will expand globally throughout this year.
Note: the links to the YouTube videos will only become public on the day and time of the announcement
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Nescafé's first-ever global influencer Zach King is bringing magic to the brand
SHANGHAI, May 16, 2026 /PRNewswire/ -- INS LAND, the urban entertainment complex recently ranked No.12 in DJ Mag's 2026 Top 100 Clubs worldwide and No.3 in Asia, announced the opening of three new venues: Soul House, an immersive club; Radi, a fully reimagined and expanded reopening; and Jump, a new high-energy club featuring a spring-loaded dance floor designed to keep guests literally off the ground.
"Soul House, Radi, and Jump are our answer to 2026," said Leo Liu, Cofounder & Head of Brand and Growth at INS LAND. "Each one is a new chapter in INS LAND's vision of bringing the gaming world to life — with a single ticket, guests don't just visit a venue; they enter a world where experiences are reborn every 45 days."
The openings mark a strategic evolution ahead of INS LAND's third anniversary on June 16, 2026, shifting from a "club cluster" identity into a multi-format urban playground. The brand now spans 20 fully owned and operated venues under one ticketed ecosystem.
Soul House is INS LAND's most ambitious immersive concept to date. It features multiple themed rooms, each with its own narrative universe. Guests move through distinct worlds with beverage items, scenography, and storytelling elements, blending immersive theatre and spatial design into a layered experience.
Radi returns after a complete transformation, with an expanded footprint, upgraded sound and lighting systems, and a refreshed design direction positioning it as a signature, design-forward destination within the INS LAND portfolio.
Jump introduces a new experiential format centered on movement. Built around a spring-loaded dance floor, it features high-energy programming across electronic and bounce genres, designed to create a physically kinetic nightlife experience.
About INS LAND
INS LAND is a 20-venue urban entertainment complex in central Shanghai, combining nightlife, immersive experiences, dining, and music under one unified brand. With a single-ticket model granting access across venues, it welcomed over 4 million visitors in 2025 and ranks No.12 globally in DJ Mag's Top 100 Clubs. The platform refreshes its core themes every 45 days and its mobile app supports over 1 million active users across online and offline experiences. INS LAND has collaborated with brands including Mercedes-Benz, Nike, Douyin, Doritos, and Publicis Groupe, and is preparing international expansion with INS LAND Bangkok planned for 2027.
More information: INS LAND Official Site
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Shanghai's INS LAND Unveils Three New Immersive Venues -- Soul House, Radi, and Jump
