Summary: illycaffè launches February Valentine and Lunar New Year promotion

Why It Matters: The brand is shifting its marketing focus from New Year's events to seasonal gift-giving holidays. They also added a large amount of brand story content to emphasize their history, sustainability, and B Corp status to build trust with premium coffee buyers.

What Changed:

• Replaced the "2026 New Year" event banner with a "February Valentine and Lunar New Year" promotion.
• Removed the "illy x Kakao Special Event" from the top navigation.
• Added a massive "Brand Story" section detailing the company's mission, vision, and values.
• Included specific sustainability metrics, such as their 95.5% renewable energy usage rate.
• Highlighted their "B Corp" certification and "Benefit Corporation" status to emphasize ethical business practices.
• Added a "illycaffè in numbers" section showing they operate in 138 countries.