Even Starbucks is rolling up?, The speed of new coffee shops in Shanghai is getting faster and faster. China | Coffee | Shanghai
"Starbucks has teamed up with 'Xiao Po Station', and in the trendy city, Starbucks has also become more fashionable." The 2023 Shanghai Coffee Culture Week has just come to an end, and new things in the coffee industry are still emerging one after another.
During the college entrance examination season, Starbucks collaborated for the first time with Bilibili, headquartered in Shanghai, to launch the concept of "fresh coffee throwing tiles", defining the five types of tiles that young people collectively possess, and designing corresponding tile throwing bracelets, hoping to give strength to boys and girls who have taken the college entrance examination this year and in the past. Throwing tiles is a popular internet term, homophonic English word for power. Starbucks Milo City store has landed a joint pop-up store called "Fresh Coffee Throwing Tile Base Station", with Starbucks green converted to pink and the support of the bear store manager.
During this year's Shanghai Coffee Culture Week, Starbucks launched a new series of fresh coffee drinks, becoming the first coffee chain brand to bring the original extract of coffee beans to China, breaking the iron rule that "coffee beans must be roasted before drinking". Is the fresh coffee series with bright colors coffee or a beverage? The raw coffee series uses unbaked 100% Arabica coffee beans. The essence of the raw coffee beans is extracted with water to provide just the right light caffeine. The caffeine content in a single cup is about one-third of that in the same cup of American coffee. After two weeks, on June 13th, the fresh coffee light caffeine beverage series welcomed a new member - fresh coffee ice cream. "Young people are the main driving force behind the growth of iced coffee. Refreshing, Recharge, and Relax brought by iced coffee may be the main driving force for consumption. We hope that the refreshing taste, high appearance, and light caffeine content of the raw coffee series can appropriately meet their drinking needs and be suitable for non-traditional coffee drinking times such as afternoon tea, gently refreshing," said the person in charge of Starbucks.
Many coffee enthusiasts have found that the speed of opening new coffee shops in Shanghai is getting faster and faster. Taking Starbucks as an example, there have been new products in the past one or two months, but the current cycle is two to three weeks. The rolled up coffee market allows people to see more creativity and vitality, colliding with a unique coffee culture.
During this year's Coffee Culture Week, a coffee shop in Shanghai's "coffee soaked rice" topped the hot search. A netizen exclaimed, "In Shanghai, you can always enjoy bizarre coffee. The market will test and gold rush. A mature market environment and open consumers provide fertile soil for the flourishing development of the coffee industry."
The 2023 China Urban Coffee Development Report shows that in the selection of freshly ground coffee categories, latte consumption, as a classic Italian coffee, accounts for 57% and is the preferred choice for consumers. At the same time, about 90% of consumers are willing to try new coffee, and in the preference list for freshly ground coffee among coffee drinkers, floral aroma, fresh coconut flavor, and tea flavor rank in the top three. When Chinese style becomes the mainstream choice for coffee scenes, non local coffee brands are also actively integrating. In Tims, a coffee brand from Canada, consumers can not only eat bagels, but also place an order for deep-fried dough sticks. This year, Starbucks' traditional single product Star Ice Zong wrapped the packaging box with Zongye pattern, which can be turned into the Dragon Boat Festival "dragon boat" by gently unfolding the box. The two-color Fried Dough Twists rope handle and the blue and yellow decorative rope with the same color on the gift bag are also inspired by the colorful ropes of the Dragon Boat Festival.
"The open, innovative, and inclusive urban background of Shanghai determines the emergence, growth, and maturity of China's coffee industry here, forming a unique coffee culture." The "2023 China Urban Coffee Development Report" wrote.
