The Coffee Bean & Tea Leaf® is marking its 63rd anniversary in 2026 with Make It Yours, a campaign focused on personal coffee and tea preferences, customer stories and customizable drinks.
Founded in 1963, the brand built its identity around the idea that customers should be able to find their own preferred flavors. The anniversary campaign continues that theme through three phases, combining customer participation, artist collaborations and in-store activities.
Kindling Brand Love
The first phase highlights the people who have shaped The Coffee Bean & Tea Leaf, including loyal customers, baristas and creative collaborators. Participants are invited to share personal stories and memories that reflect their relationships with the brand.
Global artists will also take part by sharing their favorite drinks, personal experiences and sources of creative inspiration. The campaign explores how coffee and tea rituals can become part of people’s everyday lives and creative pursuits.
Sharing the Love
In the second phase, creators and influencers will share their interpretations of Make It Yours across social media platforms using the hashtag #MakeItYours.
Customers can participate through their preferred drinks, whether they choose a classic beverage, a regular custom order or an On The Rocks creation. The latter allows customers to combine Crème Crowns, Espresso Shots and Flavor Boosts to create personalized drinks.
The campaign positions customization and experimentation as central themes of the anniversary, encouraging customers to explore different combinations based on their individual tastes.
Celebrating Together
The final phase will bring The Coffee Bean & Tea Leaf community together through social media storytelling and in-store activations.
Guests will be invited to share their personal coffee and tea rituals, learn more about the brand’s beverage-making craft and create new memories associated with its cafés.
Limited-Edition 63rd Anniversary Merchandise
Alongside the campaign activities, The Coffee Bean & Tea Leaf will offer limited-edition merchandise designed by artists for its 63rd anniversary.
The collection includes patches, keychain straps and tote bags. According to the campaign description, the items are designed to be personalized by customers.
The campaign will be featured on the brand’s US Instagram account, Malaysia Instagram account and the dedicated Make It Yours website.
About The Coffee Bean & Tea Leaf
Headquartered in Asia, The Coffee Bean & Tea Leaf is part of the Jollibee Group. Founded in Southern California in 1963, the specialty coffee and tea brand operates more than 1,200 locations across over 20 countries.
The company sources coffee and tea from local communities and handcrafts its beverages. It also created The Original Ice Blended® beverage and offers both established drinks and new flavors through its cafés and at-home products.
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