Starbucks Follows the China-Chic Trend! Opens First Domestic Intangible Cultural Heritage Concept Store!

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Starbucks Opens First Intangible Cultural Heritage Concept Store in Shanghai

According to Shanghai Jing'an Report, on September 30th, the day before the National Day holiday, Starbucks' first Intangible Cultural Heritage (ICH) concept store in Shanghai—Starbucks Reserve Shen Yu Li ICH Concept Store—began trial operations at No. 100 Fujian North Road, Shen Yu Li, Shanghai Suhe Bay Mixc World, Jing'an District.

The ICH concept store is both a distinctive third space and an exhibition space for intangible cultural heritage art. Shanghai and Yunnan cultures converge and merge here, bringing an immersive dual ICH cultural experience, making it one of the recommended destinations for citizens to explore historical cultural traces and experience urban charm.

According to reports, this ICH concept store features a shop sign made with Yunnan Honghe tin craftsmanship at the entrance, with handmade silver door handles. Inside the store, there is an entire wall featuring a coffee bean pattern background created using traditional embroidery techniques. Additionally, the theme decoration wall is embedded with a pure silver Starbucks Reserve handmade hammer-pattern logo.

The store's decoration represents a fusion of Yunnan ethnic minority craftsmanship with Shanghai's qipao design philosophy. The Starbucks baristas in this store each wear a unique embroidered mermaid pin on their chest, which is also a special product customized for Shanghai's ICH store.

According to Lu Shilan, manager of Starbucks Reserve Shen Yu Li ICH Concept Store, the first ICH concept store has launched Reserve Yunnan coffee beans—both a natural process and a washed process from Yunnan Tianyu Farm. Consumers can also experience Shanghai's traditional siphon coffee brewing method on-site.

"Choosing to locate in 'Shen Yu Li' was due to the rich historical architecture and atmosphere in the surrounding area. We want consumers to understand the craftsmanship and culture of some artisans through Starbucks' third space approach combined with coffee interactions," said Lu Shilan. As Shanghai, Starbucks' "city of a thousand stores," this ICH concept store has become a shining new "star" among the thousand stores.

This ICH concept store is the first in Shanghai, but not the first globally. In November 2011, China's first "ICH Cultural Experience Store" opened in Beijing. It was a store that collaborated with batik craft inheritors to launch Starbucks' first coffee bar counter themed around batik art, while also showcasing ICH artworks.

Bridging Traditional Culture and Modern Urban Life

"The original intention behind creating this ICH concept store was to build a communication bridge between intangible cultural heritage and modern urban life. We hope to bring ICH art closer to more young urban consumers," said Cai Delin, Starbucks Global Executive Vice President and CEO of Starbucks China.

According to reports, this store format was inspired by the "Rural Mothers Acceleration Program" launched by Starbucks in May 2020. This is a public welfare project jointly launched by Starbucks and the China Women's Development Foundation, dedicated to empowering rural women who inherit ICH skills, helping them achieve self-reliance and lead better lives.

Cultural Integration and Community Connection

Starbucks is an "extraordinary" company that establishes emotional connections with consumers by closely integrating store design with local urban culture. As today's young people increasingly identify with local cultural aesthetics, the "Guochao" (national trend) has gradually become a consumer trend, and Starbucks has actively participated in this movement.

This store stems from an understanding and embrace of local culture, creating unique emotional connections for every customer through continuously redefining the third space. Green sustainability, the beauty of intangible cultural heritage, pet-friendly environments, sign language stores, co-creation spaces, and other diversified concepts—Starbucks has always been a pivot point for urban and community interaction with higher-quality and more innovative store formats.

Looking across China, Starbucks' development footsteps have gradually integrated into urban life. The opening of this first Shanghai ICH concept store is the best proof of this, perfectly integrating with Shanghai's cultural charm and demonstrating Starbucks' further development of this public welfare project.

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Image source: Internet

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