Chinese branding partner Sugar is setting trends in two directions. Already the supplier of the popular SUGAR mobile phone, they have now launched the SUGAR Café in Shenzhen, China. This new shopping concept is in line with the ‘retail revolution' trend, as highlighted in the Swarovski Gem Visions latest trend predictions for the SS2019 season. Based on the principle that today's consumer is looking for the ‘shopping experience’ as well as the purchase, the new Sugar Café includes the Sugar phone experience zone, Sugar Lady accessories, café and VIP room. The brand further raised the bar for this original brand café concept with the release of the SUGAR MOBILE S11, set with Zirconia from Swarovski, at a launch event in Chengdu. SUGAR has gone one step further to woo young shoppers by underlining the ‘experience concept'. They have named Z.Tao, the popular Chinese rapper, singer-songwriter, and actor as the spokesperson for the new phone. And to mark the occasion, the superstar was presented with a special edition of the SUGAR MOBILE S11 set with genuine sapphires, naturally Gemstones from Swarovski.

The company has chosen their spokesperson very much with the younger market in mind. Z.Tao, a former member of the South Korean-Chinese boy group EXO, currently has around 18 million fans on the Chinese social media Weibo. He also has a considerable following on Facebook and a second fan community page, which is also on Facebook.