Seesaw Coffee: Where is this coffee brand from? Shanghai sees another Seesaw store opening

Yesterday, July 15, 2021, at noon, Seesaw Coffee announced on its official Weibo that its new store opened at Hongqiao Tiandi in Shanghai. The new store immediately offered benefits to consumers upon opening.

First, on the opening day, July 15, from 2 PM to 4 PM, customers who ordered "Midsummer Fig Cold Brew" received a 9th-anniversary coffee cup.

Next, for the following month, from July 16 to August 15, customers who ordered two creative specialty drinks received either a 9th-anniversary coffee cup or a designer canvas bag.

Founded in Shanghai in 2012, after nine years of development, Seesaw Coffee's physical stores are now located in cities including Shanghai, Beijing, Shenzhen, Suzhou, Hangzhou, Nanjing, Chengdu, and Chongqing. Following the opening of Seesaw Coffee's new store at Hongqiao Tiandi in Shanghai, according to Seesaw's WeChat mini-program Seesawer+, the company now has 23 stores in its city of origin, Shanghai.

The Booming Coffee Industry in China

The vigorous development of the coffee industry in China is clearly noticeable, with new coffee shops opening frequently and coffee brands continuously launching new products.

July has only just passed its halfway point, and Seesaw Coffee has already made numerous moves.

Seesaw Coffee's July Activities

First, on July 2, it launched the "Midsummer Fig Cold Brew." According to Seesaw Coffee's official Weibo description, this "Midsummer Fig Cold Brew" is made from fig jam, Ethiopian SOE cold brew, and cold brew tea flavored with citrus and cinnamon, which can be described as "ten flavors in one sip."

On July 3, it partnered with OATLY to launch a fun pet run event at the Seesaw BFC (Bund Financial Center) store.

On July 6, it collaborated with Jiyin Zebra to launch nitrogen-infused cold drip coffee concentrate made from coffee beans selected from the Pu'er region of Yunnan and the Minas region of Brazil. According to the product description on its Tmall flagship store, it can be stored at room temperature for 300 days without losing its flavor.

On July 8, Seesaw Coffee opened a new store at the Shanghai Pudong Art Museum and prepared two limited-edition drinks for its museum store: Art Museum Latte and Riverside Cold Brew. The "Art Museum Latte" combines rooibos tea, avocado paste, and raw coconut milk; "Riverside Cold Brew" is a mixture of Ethiopian osmanthus cold brew and citrus-cinnamon black tea. This gives customers the power to choose between caffeinated and non-caffeinated options.

On July 14, it added rose and mint flavored cold brew coffee concentrates to its Flower Cold Brew series.

Trends in China's Specialty Coffee Market

As capital markets recognize the development of coffee in China, more and more "specialty coffee" brands are attracting attention. According to a July 15 article on the Coffee Finance Network WeChat account, today's specialty coffee brands may vary widely, but they all share two key elements: 1) Emphasis on coffee quality and professional preparation; 2) Emphasis on brand aesthetic philosophy.

Based on this foundation, domestic specialty coffee has also developed two new paths.

The "Coffee+" path is followed by domestic coffee brands like M Stand, which positions itself as an internet-famous store with core customers primarily being urban white-collar workers aged 25-45. According to a report by 36Kr, M Stand aims to expand beyond coffee to more categories, such as bars, light meals, and trendy brands.

Another path comes closer to new-style tea drinks, developing more creative coffee beverages beyond basic Americano and latte. Among these, Seesaw Coffee is a classic example. When Seesaw opens a new store, it develops one or two limited city-specialty drinks based on local characteristics. For example, Seesaw's Chengdu twin-store exclusives include "Sichuan Tea Flower Jelly Dirty" and "Sichuan Pepper Mixed Fruit Cold Brew"; the Chongqing first store's "Fog City Camellia Dirty"; and the Hangzhou first store's "West Lake Longjing Americano."

So, have you tried the fig cold brew? Have you gotten your hands on the 9th-anniversary coffee cup?

*Image source: Seesaw Coffee official Weibo, Internet

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