Starbucks China has appointed its first Chief Growth Officer (CGO), Chinese media outlet Late Post reported on Tuesday.

Starbucks Corp. hired its first-ever chief growth officer in China, tasked with luring back young coffee drinkers as the US chain struggles with cheaper local rivals in its biggest international market.

Starbucks has had a tough time in China recently. The company has been outsmarted in growth by its Chinese competition while a struggling Chinese economy has dealt a double blow. As China recovers, its consumers will be more likely to pay more for premium coffee.

Tony Yang will focus on attracting young coffee drinkers via tie-ups with entertainment franchises and pop culture icons.