On May 1, with the intangible cultural heritage lion dance performance in Xuhui Binjiang, the 2024 Shanghai International Coffee Culture Festival, one of the benchmark activities of the "55 Shopping Festival", kicked off. As one of the highlights of this year's event, the "city-wide preferential drink" will also be opened at the same time, and nearly 100 million yuan of subsidy dividends will be released. As the main market of this coffee festival, Xuhui Binjiang has created the city's largest "Coffee + Culture, Sports and Tourism Business Exhibition" carnival, integrating multiple consumption scenes, with both fireworks and literary style, attracting citizens and tourists to check in and feel the new experience of cultural consumption full of vitality.
Shanghai's Coffee Culture "Goes Global"
With the continuous expansion of China's coffee industry, Shanghai has also become the "bridgehead" of the mainland's coffee industry for exports, and is an important part of the world's coffee map.
In addition to Chinese coffee products, there is also Shanghai-style coffee culture. At the opening ceremony, a promotional video of the international "Coffee Shop" coffee pop-up store was played. The event collaborated with coffee brands from five countries, including France, Austria, Italy, Saudi Arabia and Japan, to present "Shanghai Special Coffee" and "Gifts from China" to international friends, showing the unique charm of Shanghai as an international cultural metropolis to the world through "coffee culture". Tang Yan, the image ambassador of the 2024 Shanghai International Coffee Culture Festival, and Hu Ge, the actor of the 2024 Shanghai International Coffee Culture Festival, also sent a blessing video for the event.
With the strong growth of China's coffee consumption market, the taste of Chinese consumers has also attracted the attention of major green coffee producing regions around the world. At the opening ceremony, the "China's Choice" Global Green Coffee Competition was launched simultaneously. Representatives of various countries sent their blessings to the event through video to cheer for the coffee beans in their countries. The event will solicit coffee bean producers, coffee estates, coffee brands and other coffee bean samples from all over the world, and select them from different dimensions such as variety, origin, planting method, taste, aroma, etc., to find the "China's Choice" coffee beans that can best conquer the taste buds of Chinese consumers.
"Coffee + Culture, Sports and Tourism Business Exhibition" is wonderful
1.5 kilometers of waterfront, 17,000 square meters of riverside space, a 5-day carnival gathering of more than 180 coffee market booths, the integration of coffee, flower show, cultural tourism, sports, performances, commercial brands and other rich elements, in addition to the aroma of coffee and flowers permeated the tip of the nose, the coffee culture festival and the Shanghai International Flower Show combined, to create the city's largest and most distinctive "coffee + culture, sports, tourism and business exhibition" carnival.
The sun shines on the sparkling river and the bustling crowds create a unique festive atmosphere. Citizens flocked to stroll leisurely with coffee cups in hand, or stopped in front of various booths to taste different flavors of coffee. The rich aroma of coffee fills the air, intertwined with the sound of gongs and drums from the intangible cultural heritage lion dance performance in the distance, creating a festive atmosphere that is both traditional and modern.
Ms. Zhang, a citizen, stopped in front of a specialty coffee stall and tasted the iced Americano in her hand. "The coffee tastes really good, and the atmosphere here is also very good, you can taste the coffee and feel the charm of the culture. She told reporters.
Not far away, a young barista is making coffee on site. He expertly grinds the coffee beans into powder and brews them with hot water, and the aroma of the coffee spreads instantly. He told reporters that he is from Yunnan and came to Shanghai to participate in the coffee festival this time, hoping to let more people understand the unique flavor of Yunnan coffee.
It is worth noting that on the basis of introducing international first-line coffee and catering brands such as Lavazza, COSTA, % Arabica Coffee, Luckin Coffee, McDonald's, KFC, etc., the carnival selected more than 50 preferred coffee shops in various districts of Shanghai, and specially invited more than 10 coffee, Yunnan specialty coffee, food, and cultural and creative brands from the Yangtze River Delta region to settle in, creating the largest new IP of "coffee + life" consumption and a new landmark of "cultural, sports, tourism and business" waterfront consumption along the Pujiang River.
During the period, nearly 80 traditional performing arts and offline activities were held in turn, making efforts from different dimensions of culture, sports, tourism, commerce and exhibitions, and interpreting the new way of "breaking the circle" of coffee. Activities such as skateboarding, basketball, e-sports, hip-hop dance performances, and 100-person chess tournaments unleash the passion and vitality of sports and bring a new cross-border experience of coffee. There are also popular games such as Egg Boy Party and the classic animation "Sheriff Black Cat" IP gathered at the scene to bring you back to the joy of childhood...... A variety of on-site activities are exciting, presenting a new experience of cultural tourism full of vitality.
"The city's preferential drink" subsidy activities of 100 million yuan are abundant
In addition to a wealth of creative and cultural activities, this year's Coffee Culture Festival will continue to promote the whole city and give away "coffee gift bags" full of sincerity. The "Citywide Discount Drink" activity, jointly launched by Meituan, Ele.me, Douyin, CCB, etc., is expected to release nearly 100 million yuan in subsidy dividends to the consumer market, which will set off a new round of coffee consumption boom.
CCB launched the "Magic Coffee Credit Card" and launched the "6 Yuan Coffee" theme activity; Ele.me and well-known coffee brands launched the blockbuster benefit of "I invite this cup every Thursday", giving away 550,000 cups of coffee free order; Meituan Takeaway launched the "This Cup of Coffee Fragrance Only in Meituan" coffee welfare activity on May 20, launching exclusive coffee products and in-depth discounts limited to Shanghai; Dianping launched a series of activities of "Spring Coffee Festival" and launched the "Spring Coffee Map", which was launched on Yongkang Road, Wukang Road, Daxue Road and other areas will create a spring coffee festival theme block, and simultaneously launch an online coffee festival limited ultra-low discount; Alipay will join forces with some coffee and tea brands to launch more than 10 value-for-money coffee benefits, with the lowest price as low as 9.9 yuan; Xiaohongshu will hold a month-long "Shanghai Special" coffee special event, and launch a "78 Pick 3" special coffee check-in map; Douyin Life Service will set up an official topic with the theme of "Coffee Taste Shanghai" to create urban popularity and distribute promotional offers to Shanghai citizens.
During the "May Day" holiday, enjoy the gorgeous flowers, take photos and check in at the Xuhui Riverside full of coffee aroma, and feel the charm of Shanghai's coffee culture together!
Reporter: Li Mengting, Chen Wenqing, Zhu Liang, Xiao Lexin
Editor: Ye Fangfang
Please indicate that the reprint is from the official account of Shanghai Xuhui