Introduction:Starbucks in Qingjing, Taiwan’s highest-altitude Starbucks branch with over twenty years of operation, will officially close on July 21. This iconic café, perched at an elevation of 1,743 meters in the mountains, is not only the fifth highest Starbucks store in the world but also a must-visit attraction for many travelers. However, with the sharp decline in visitors to Qingjing Farm and the continuous downturn in store performance, the outlet has ultimately met its fate of closure. This article will delve into the underlying reasons and analyze the current state and challenges of Taiwan’s high-mountain tourism industry.
Located at an altitude of 1,743 meters, Starbucks Qingjing is not only the highest Starbucks branch in Taiwan but also ranks fifth in altitude among all Starbucks stores globally. This well-known café, which has been rooted in Qingjing Farm for 22 years, recently announced that it will cease operations on July 21. Upon the announcement, local businesses and residents expressed their reluctance, sparking heated discussions online. The situation even prompted Uni-President Enterprises to clarify that it was still under internal review. However, Taiwan Starbucks eventually issued an official statement confirming that this long-standing store will close on the specified date, marking the end of an era.
Situated in the renowned Qingjing Farm tourist area in Taiwan, Starbucks Qingjing has been a popular spot for visitors to rest and take photos since its opening in 2003, thanks to its prime location and the natural scenery of Qingjing Farm. It has also become one of the area’s landmark buildings. The store not only offers high-quality coffee beverages but also carries the memories and emotions of many people.
It is worth mentioning that the store sits at an altitude of1,743 meters, earning it the title of “Taiwan’s Highest Starbucks.” It also ranksfifthin altitude among all Starbucks outlets worldwide. For many customers, this 22-year-old store is more than just a coffee shop—it is a witness to the changes in Qingjing Farm. Many have taken to social media platforms to express their regret and sadness upon hearing the news of its impending closure.
The news of Starbucks Qingjing’s closure sparked widespread discussion, even prompting the operating company, Uni-President Enterprises, to initially backtrack, stating that the decision was still under internal evaluation and no final decision had been made. However, just as people were hoping for a turnaround, Taiwan Starbucks officially announced that “July 21 will be the last operating day for Starbucks Qingjing Branch,” leaving many members of the public feeling disheartened.
Regarding this outcome, although local businesses and residents feel helpless, they also believe that the closure of this long-standing store is somewhat inevitable. In recent years, the number of tourists visiting Qingjing Farm has plummeted “like an avalanche,” and as the first stop for visitors ascending the mountain, Starbucks Qingjing has borne the brunt, with its business becoming increasingly difficult.
According to reports, the store’s performance has fluctuated dramatically over the past three years. Insiders revealed that it has become increasingly difficult for the store to return to the peak performance levels of the past seven years, while the downward trend in sales continues to widen. Monthly revenue has shrunk from around one to two million New Taiwan dollars to approximately seven hundred thousand, decreasing by about three hundred to five hundred thousand dollars each month, resulting in the store operating at a loss for an extended period.
Local media pointed out that Taiwan’s highest Starbucks is not only an important landmark in Qingjing but also a symbol of high-mountain tourism. Now, even an international brand like Starbucks finds it unsustainable and has opted to close its doors. This not only reflects an adjustment in business strategy but also signifies an overall decline in consumer purchasing power and business momentum, dealing a significant blow to the tourism confidence in the Qingjing area.
Known as the “Land of Misty Peach Blossoms,” Qingjing Farm boasts superior natural conditions and was once a famous tourist destination in Taiwan. However, due to factors such as shifts in commercial strategies and the pandemic, the number of visitors has dropped significantly in recent years, directly impacting the survival of local businesses. The closure of Starbucks Qingjing is a microcosm of this trend and serves as a reminder to pay attention to the future and challenges of the high-mountain tourism industry.
The above content is compiled by CoffeeHunters, a coffee news website.
