Introduction:Recently, an online rumor claimed that Jay Chou had opened a coffee shop named "Love Before BC" in Beijing’s Sanlitun area, attracting a large number of fans to visit. However, it turns out that the shop is not actually operated by the superstar himself, but is part of a star IP base project created by Superstar Legends. Jay Chou only appeared there to support his wife Kunling’s pop-up clothing store. This article will uncover the truth behind the incident, analyze the coffee shop’s pricing strategy and market response, and give readers an insight into the current state of the Sanlitun coffee district and the real impact of celebrity influence.
Recently, a post circulating on social media claimed that the famous singer Jay Chou had opened a coffee shop named “Love Before BC” in Beijing’s Sanlitun area, prompting many fans to visit. However, after multiple verifications, it was found that the shop is not personally invested in or operated by Jay Chou, but is one of the projects under the “Star IP Incubation Base” of Superstar Legends.
In fact, Jay Chou appeared at the coffee shop on June 7th, but only as a fan stopping by for a photo op, not as the owner. His activities inside were recorded by fans and jokingly referred to as “more like Porridge Pancake Lun.” During his visit, he was shown the menu, Jay Chou-branded merchandise on the counter, as well as a handwritten signature on the wall and a golden piano in the atrium. Although his presence generated buzz for the shop, according to on-site staff, he did not even order any coffee, leading some to speculate that he might prefer milk tea instead.
This coffee shop, located on the first floor of Building #024 White House in Beijing’s Sanlitun, derives its name from Jay Chou’s classic song “Love Before BC,” which gives it a high level of inherent topic appeal. Even though the reality doesn’t match the rumors, it still attracted countless Jay Chou fans during the Dragon Boat Festival holiday, all eager to take photos at the same spots, showing that Jay Chou himself and his works still hold strong fan appeal.
Notably, the coffee shop adopts a relatively affordable pricing strategy, which is particularly notable in Beijing’s first-tier city coffee market. Its Americano is priced at only18 yuan, and the majority of drinks on the menu are priced atunder 30 yuan, making it quite competitive compared to other celebrity-run coffee shops. For consumers, being able to experience a celebrity-themed coffee space at an affordable price undoubtedly adds to its appeal.
Additionally, the shop is located in Building #024 White House, which is actually a carefully planned “Star IP Incubation Base” by Superstar Legends. In addition to the coffee shop downstairs named after a Jay Chou song, there is also a pop-up store for Kunling’s self-created fashion brand upstairs. When the pop-up store first opened, both Jay Chou and his mother attended the promotional event, demonstrating strategic collaboration between the brands. Therefore, the claim that “Jay Chou opened a coffee shop” is more of a marketing move to drive traffic and exposure for Kunling’s brand.
From a market perspective, Sanlitun, as a representative of Beijing’s trendy and international commercial district, is home to numerous domestic and international brands and unique coffee shops, resulting in fierce competition. The coffee shop has managed to quickly attract foot traffic through Jay Chou’s fame and distinguishes itself with affordable pricing. Whether it can establish a solid foothold in this commercial district in the long run still depends on the continuous optimization of its product quality, service experience, and business model.
Overall, although the incident initially stirred up excitement with the idea of “Jay Chou opening a coffee shop,” it is actually a precisely executed strategy combining celebrity influence, brand synergy, and commercial district planning. For fans, being able to visit a place of commemorative value is undoubtedly an unforgettable experience; for the industry, it provides a case study on how star IPs can impact the physical consumer market.
The above content is compiled by CoffeeHunters, a coffee news website.
