The Value of Check-In Promotion

Last week, Threads was flooded with photos of hydrangea coffee. Then around the corner, a queue of over a hundred people formed, waiting to pay $100 for a cup of coffee with a single hydrangea — a true "phenomenon."

For those checking in, $100 felt like a great deal.

The rational ones ask: How much does coffee usually cost? And how much does an average hydrangea stem go for?

But cost has never been the ultimate factor in pricing. What really matters is what consumers are willing to spend, the sense of fulfillment they get, and how the offering compares to similar alternatives.

In Central and Sheung Wan, $40+ coffee spots are as numerous as the stars. Yet most check-in posts rarely mention the coffee quality — some even say they went there just to "buy flowers." Clearly, the sea of blooms, the eye-catching social-media appeal of sharing the experience, and the act of participating — all culminating in online attention — are where the real value lies.

For that attention value — enough to earn over a hundred likes — $100 is indeed a bargain.

Compared with the government's firework displays that burn through millions, this is far more cost-effective. As a society, we should all get creative and help ourselves.

I walked past last night and saw a sign on the door: "Sorry, hydrangeas sold out." Looking forward to their next fresh concept!