Introduction:Starbucks has launched China’s first Shanghai-Yunnan intangible cultural heritage (ICH) concept store in the Sus River Bay MixC World in Jing’an, Shanghai, blending Yunnan ethnic minority embroidery with Shanghai cheongsam designs to create a third space that combines art exhibitions and coffee experiences. This store not only offers carefully selected Yunnan coffee beans but also demonstrates the siphon brewing method on-site, allowing customers to deeply explore the fusion of ICH craftsmanship and coffee culture. This article takes you through the highlights of the store design, signature coffee menu, and interactive experience details.
On September 30, Starbucks quietly opened a uniquely meaningful branch at No. 100 Fujian North Road, Jing’an District — the Starbucks Reserve Shen Yu Li ICH Concept Store, located in the Shen Yu Li area of Sus River Bay MixC World. Opened just before the National Day holiday, this store is not only Starbucks’ first ICH-themed branch in Shanghai but also an artistic space that fuses the cultural essence of both Shanghai and Yunnan.
Upon entering the store, the first thing you see is the handcrafted tin sign from Honghe, Yunnan, paired with hand-forged silver door handles, where every detail showcases exquisite craftsmanship.The wall features a full-background panel adorned with a coffee bean flower pattern created using traditional embroidery techniques.which is particularly eye-catching. The themed decorative wall also incorporates a pure silver Starbucks Reserve hand-hammered logo, showcasing a high level of artisanal aesthetics.
The store’s decor cleverly integrates elements of Yunnan ethnic minority embroidery with Shanghai cheongsam design,and the embroidered mermaid brooch worn by Starbucks baristasis an exclusive accessory custom-made specifically for this Shanghai ICH store. These designs are not just decorations but carry deep cultural significance.
According to Lu Shilan, the store manager, this ICH concept store has specially launched two Starbucks Reserve Yunnan coffee beans, featuring natural and washed processing methods from Tianyu Farm in Yunnan.Customers can not only taste these high-quality coffee beans but also experience the traditional Shanghai siphon brewing method on-site,gaining a deeper understanding of the journey from coffee bean to cup.
By selecting the historic location of “Shen Yu Li,” Starbucks hopes to use the concept of the third space, along with interactive coffee experiences, to allow consumers to closely engage with the craftsmanship and cultural backgrounds of artisans.
As Shanghai is known as Starbucks’ “city of a thousand stores,” this ICH concept store undoubtedly becomes a unique star among them,showcasing the brand’s respect for local culture and innovative interpretation.
It’s worth mentioning that this isn’t Starbucks’ first attempt at an ICH-themed store. As early as November 2011, China’s first “ICH Cultural Experience Store” debuted in the Beijing market, collaborating with a batik craftsmanship inheritor to launch a coffee bar themed around batik art and displaying multiple pieces of ICH artwork.
Starbucks Global Executive Vice President and CEO for China, Belinda Wong, stated that the original intention behind creating this store is tobuild a bridge between ICH culture and modern urban life,enabling more urban young consumers to get closer to and understand these valuable cultural assets.
The inspiration for this ICH concept store actually stems from the “Rural Moms Acceleration Plan” launched by Starbucks in May 2020. This public welfare project, in collaboration with the China Women’s Development Foundation, aims to empower rural women who inherit ICH skills, helping them achieve self-reliance and create better lives through traditional crafts.
Starbucks has always been adept at integrating store designs closely with the culture of local cities, thereby establishing deep emotional connections with consumers. In the current trend where young people increasingly value local cultural aesthetics, “Guochao” (Chinese cultural trends) has become an undeniable consumer trend, and Starbucks is actively participating by introducing innovative store formats that continuously inject new vitality into cities and communities.
The above content is compiled by CoffeeHunters, a coffee news website.
