Why President Chain Store’s Hi-Life hazelnut latte sticks with commuters

Reviewed: ad hoc news Accessory & Components desk. Edited and checked on 2026-06-17, 18:23. Details in the imprint.

With the Hi-Life hazelnut latte from President Chain Store, the day for many Taiwanese commuters starts with a sweet hit of coffee from a brightly lit convenience counter. The cup is warm, the foam smells of roasted nuts, and the sugar rush is unmistakable.

Flavored latte as daily ritual

Hi-Life, the convenience chain operated by President Chain Store, has built a quietly broad coffee program under its Hi Café branding, including flavored lattes such as hazelnut that target younger and office-going customers.

At the counter, the hazelnut latte is prepared on automatic espresso machines, with flavored syrup added before steamed milk, so the scent hits immediately when the lid comes off.

What the drink offers

The hazelnut latte sits in the chain’s higher-margin hot drink lineup, typically priced modestly above a plain Americano but below specialty café drinks, making it an easy impulse add-on to a breakfast bun or onigiri.

The taste leans clearly to the sweet side, with a soft roast profile rather than punchy bitterness, suitable for people who like coffee more as a dessert-like pick-me-up than a pure espresso shot.

Strengths and small annoyances

The biggest strength is convenience: Hi-Life stores are densely distributed across Taiwanese cities, often near bus stops and MRT exits, so a hazelnut latte is rarely more than a short walk away.

On busy mornings, though, the queue at the drinks counter can feel long, and the fully automatic machines mean crema and milk texture vary slightly depending on cleaning cycles and how rushed the staff are.

Positioned against rivals

In Taiwan’s convenience coffee battle, Hi-Life’s hazelnut latte plays in the same emotional league as 7-Eleven’s City Café and FamilyMart’s Let’s Café flavored coffees, where habit and proximity matter as much as beans.

Hi-Life typically courts value-conscious customers, often tying coffee to promotions with bread, tea eggs or loyalty stamps, which keeps the hazelnut latte firmly in the affordable-treat bracket rather than a luxury moment.

Availability and who it fits

The drink is primarily available in Hi-Life stores across Taiwan, with hot and, in warmer months, iced variants appearing in seasonal menus and promotional posters at store entrances.

It targets commuters, students and night-shift workers who want a sweet, caffeinated drink without detouring to a sit-down café, and who accept a slightly industrial taste for the sake of speed and price.

Company context and stock note

President Chain Store, best known for its 7-Eleven franchise operations in Taiwan, uses the Hi-Life and Hi Café offerings to deepen its footprint in everyday food and beverage consumption in its home market.

Shares of President Chain Store (TW0002912003) trade on the Taiwan Stock Exchange in New Taiwan dollars.

This article was AI-assisted and editorially reviewed. Product information without guarantee; prices and availability may change at short notice. No investment advice, no buy or sell recommendation. Stock-market transactions involve risks up to total loss.