Seesaw Coffee Opens First Store in Chongqing, Following Success in Chengdu

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China's Booming Coffee Market

Today, China's coffee market is in a stage of rapid development. Coffee is no longer a product exclusive to first-tier cities like Beijing, Shanghai, Guangzhou, Shenzhen, and Hangzhou. According to the "2021 China Fresh Ground Coffee Industry White Paper," consumers from China's first and second-tier cities have already developed a habit of drinking coffee. The coffee penetration rate in these cities is even higher than that of brewed tea beverages. The "2021 Youth Coffee Lifestyle Consumption Trend Insight" shows that nearly 60% of white-collar workers drink 3 cups of coffee per week, with per capita coffee consumption in Beijing, Shanghai, Guangzhou, and Shenzhen already comparable to Japan and the United States.

The Rise of Seesaw Coffee

It is precisely such urgent market demand that has nurtured a group of local coffee brands. Among them, Seesaw, known as China's first specialty coffee brand, is one of them. Seesaw Coffee was founded in Shanghai as early as 2012 and is China's earliest specialty coffee chain brand, known as the "Whampoa Military Academy of Chinese Specialty Coffee." Since its establishment, Seesaw has been exporting specialty coffee culture and coffee talent to China's specialty coffee industry. According to Seesaw's official website, as of October 2020, Seesaw Coffee has entered 5 vibrant cities including Shanghai, Beijing, Shenzhen, Hangzhou, and Suzhou, with 26 coffee spaces.

Expansion to Southwest China

According to People's Daily Information, Seesaw expanded its territory to southwest China on its ninth anniversary. Following April, when Seesaw chose to debut in Chengdu with a "dual first store" strategy at Chengdu Mofang in High-tech Zone and Chengdu Mixc in Wuhou District.

According to Sina Weibo user Chongqing CKG, Seesaw's first Chongqing store began trial operations on June 16th at Chongqing Mixc. Searching "Seesaw Chongqing" on Sina Weibo also shows that some friends have already tried it.

Grand Opening in Chongqing

Seesaw officially welcomes its first Chongqing store, which will officially open tomorrow, June 18th, at Chongqing Mixc.

According to NetEase News, Seesaw's first Chongqing store, following tradition, has planned a creative opening marketing campaign based on Chongqing's unique characteristics, using creativity and sincerity as the "knocking brick" for its Chongqing debut.

Mountain City Flower House Concept

Seesaw's first Chongqing store identified the concept of "Mountain City Flower House" from local characteristics such as "mountains," "greenery," and "vibrant life." It condensed the ubiquitous green plants and vibrant life of the mountain city into the store, from the outdoor flower house, bar counter to the walls, integrating Seesaw's unique brand feeling into Chongqing's urban vitality.

Chongqing's Signature Creative Coffee

Following the launch of creative coffee specialties like West Lake Longjing Americano at the Hangzhou store, Shu Tea Flower Jelly Dirty and Sichuan Pepper Hundred Fruit Cold Brew at the Chengdu store, Seesaw has also created a creative coffee specialty for Chongqing's opening: Fog City Camellia Dirty.

Seesaw's development team introduced that they cleverly blended the fragrant camellia aroma with rich coffee fragrance. The specially added cheese light cream, fresh milk, and Ethiopian espresso create distinct layers with rich textures and a mellow, savory taste that lingers on the tongue. Drinking it in large gulps, the smooth texture feels like riding a Yangtze River cable car.

Limited Edition Merchandise

Meanwhile, Chongqing limited edition trendy merchandise also launched with the new store opening. Seesaw's crossbody bags and coffee cups, inspired by the "Yangtze River cable car" design, will be available in limited quantities during the Chongqing store opening.

Ready for Chongqing?

Friends in Chongqing, are you ready?

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