Peet's Coffee, the US-based coffee chain, has partnered with the Dunhuang Museum, unveiling its Lunar New Year coffee series. [Provided to chinadaily.com.cn]

Peet's Coffee, the US-based coffee chain, has partnered with the Dunhuang Museum, unveiling its Lunar New Year coffee series, reflecting a broader trend within coffee chains, seeking to connect consumers who appreciate the incorporation of intangible cultural elements.

"The Year of Dragon collection" from Peet's Coffee has highlighted a meticulous craftsmanship, boasting two apricot-infused flavors, inspired by specialties from Northwest China, home to the museum.

The packaging resonates with vermilion and gilded gold tones, drawing inspiration from the museum murals and mythical beasts -- a toast to the auspicious Year of Dragon.

Zhang Ping, an expert in stone powder color painting at Dunhuang Musuem, said of the importance of craftsmanship, "The inheritance of intangible cultural heritage accumulates day by day, expanding influence among the younger generations. The collaboration aims to get more people to value craftsmanship and cultural heritages."

The collaboration with local intangible heritage is a trend gaining momentum among international coffee houses.

For instance, Starbucks China has recently teamed up with the Shanghai Animation Film Studio to produce two beverages with peachy flavors featuring the classic Chinese animation The Monkey King: Uproar in Heaven, an adaption from the classic Chinese tale Journey to the West.

Produced and released by the Shanghai Animation Film Studio during the 1960s, the animated film The Monkey King: Uproar in Heaven has become one of China's best-known "superhero" animations.