Sold IQ Tax for 770 Billion

How did oat milk’s top brand successfully achieve a $77 billion market valuation? Abroad, it leveraged a comparison with dairy milk, championing environmentalism and trendiness to capture market share. Domestically, it collaborated with coffee shops to create oat milk lattes that went viral, positioning itself around concepts like “zero sugar” and “no additives” to build brand prestige.

Western-style Soy Milk: A Failed Harvest in China