Bao Yaming | Coffee and Shanghai: Three ways to achieve each other

In terms of quantity or quality, Shanghai's coffee market is a well -deserved "world -class". In 2020, which sweeps the world's globe, the first choice for Shanghai citizens to spontaneously "feed" the angel in white is coffee. After the epidemic prevention and control is normalized, various cafes have sprung up in Shanghai after the rain. Reverse increase, like a signal of strong economic recovery. The Shanghai coffee culture has formed in the various dimensions and different performance levels, forming an in -city culture internal culture with active excavation and creation, active thinking and empowerment, and strong cohesion. From the past, to the present, to the future, from people, to cities, to culture, from red, to sea, to Jiangnan, Shanghai coffee culture has been internalized to Shanghai's built -in city of innovation, the city of humanities, and the city of ecology. , Scene supply and effort, and interpret three paths of coffee culture and urban character.

Create a world -class coffee market with creative culture

A cup of creative coffee drinks before using milk to draw "love" and "swan" and other patterns. After the whole cup, leaves, petals, and oats appear. This is the wisdom of the Shanghai barista who contributed to the drinking of the drink. The soul of the world -class coffee market in Shanghai. If "openness" is the "traffic password" that has continuously poured into the Shanghai coffee market in major brands, then "creativity" is the origin of Shanghai's power in the world -class coffee market. The city's luminous color: M Stand brought the concept of Starbucks's "third space" to the extreme. The interior decoration is like a art museum; Manner and Li Bre advocate reducing seats to provide customers with more opportunities to interact with the barista. The exchange of "You and You" in the third space transforms the exchange of "you and me"; Seesaw proposes the concept of "creative coffee" to replace the idea of ​​making net red milk tea into the coffee field, add small food ingredients to coffee coffee, and add small food ingredients to coffee ingredients , Fruit juice or bubble water, etc., develop more new and different flavors, prepare Haipai coffee that stimulates taste buds and stimulate imagination; Missing Gallery hidden in an old house, there is no logo on the facade, the day is a cafe and selling paintings. At night As soon as you turn into a cocktail bar, coffee beans are provided by the well -known cafes in Shanghai, and are combined with Panama, Colombia's rum barrel fermentation and Arucha. Use SOE Hambera beans to modify DIRTY coffee, the sweetness of flower honey with Bingbock milk with a slightly salty flavor, drinking coffee is like the sea salt cheese cake ... Open and creativity are important features of Shanghai culture and urban character, and it is also Shanghai coffee The secret to create "Happy Coffee", from the atmosphere of creating consumers into the space, I feel that the taste of "Coffee Happy Water" to touch the taste buds has spared no effort to inject the magic full of surprises.

Shanghai relying on the carrier of coffee to create a creative city incubator with the charm of urban character, the key lies in two points: the first is to determine the innovative and creative model with coffee and coffee culture as the carrier, and implement it in Shanghai, such as creating an industrial chain and holding a world -class level. The competition, the influential industry activities, etc.; The second is to nurture the connotation of a creative city through the former, and the first point of this key is that Shanghai is already practicing. On April 29, 2021, Hongqiao International Coffee Port held a Hong Kong -opening ceremony to plan to create three major sections, namely the entire industry chain of the coffee industry chain of "from seeds to cups"; Coffee humanities port; coffee ecological port integrating coffee display, experience, evaluation, and transactions. The "ambition" of Hongqiao International Coffee Port jumped on paper -built the largest domestic coffee culture museum, the most authoritative training certification center, the most professional training classroom in China, the base committee base of the world Li's coffee events, the largest domestic coffee culture exhibition, etc. are all in the blueprint. In the traditional sense, incubators generally have four basic characteristics, including incubation venues, public facilities, providing incubation services, and specific service objects. As a creative incubator of the city's charm, Shanghai can have more imagination space: by establishing the "Shanghai Coffee Growth Center" Internet service platform to provide "customized" government services and support for coffee shop owners; by creating coffee exclusive finance Plan, pay attention to the supplementary and improvement of the Shanghai coffee market in the small and micro cafe, and cultivate the coffee industry talents by establishing a multi -level and comprehensive coffee education mechanism.

Founded Shanghai -style super coffee ip

IP is a "network hot word" extended from the concept of "cultural knowledge". For cities, urban IP can quickly enhance the cognitiveness of the city, show the charm of urban cultural charm, and condense popularity. In combination with coffee elements, urban IP has the local cultural characteristics and the "multi -dimensional value" of extending the coffee industry. The second Shanghai Coffee Cultural Week that has been opened in Shanghai with the theme of "brown and loves love" is an example: Shanghai More than 1,000 coffee stores, distributed 1.5 million sets of 25 specialty coffee cups, Douyin, Xiaohongshu, Kuaishou, Bilibili and other platforms all have exclusive topics and related activities of coffee culture week. Wa) Coffee, COFE+, Hungry and other merchants organized various forms of free coffee or other preferential activities. Single, and the city's 75 brand bookstores have launched coffee cultural reading exhibitions. With a coffee feast covering the whole city, the new coffee concept and a series of rich and diverse coffee cultural activities appear in turn, the "multi -dimensional value" is also reflected -a macro perspective, this is the creation of Shanghai coffee enthusiasts in Shencheng. The exclusive festival of Haipai coffee is also an important and effective way to create the IP of "Shanghai Coffee Culture Week". In fact, Shanghai Coffee Culture has always been the "two -way go" between this city and coffee. Since Shanghai launched the "Building Reading" activity in 2018, all walks of life have responded positively, and the "coffee industry" is also unwilling to be outdone -the "Wukang Building Post Office" near the well -known historical and cultural building is the first coffee in Shanghai to sell coffee. The post office cooperated with the cross -border brand "Qiao Coffee", a subsidiary of Qiaojiabi, to open a mini coffee shop on the side of the post office and offers more than 10 flavors of drinks. The "Old Building × Coffee" model with historical buildings as a space carrier and coffee as the content carrier is endless in Shanghai -the "2019 Shanghai Urban Space Art Season" was held, and the original Shanghai soap factory site with a history of more than 90 years The workshop was transformed into the "White Seven Cafe" to the public. The "white" and "seven" in the store name are taken from the upper and lower structural shape of the "soap" character. Shanghai soap is also paid tribute to the former "Far East Society". In addition to cross -border integration into the urban industry (post office) and urban old buildings (soap factories), Shanghai's "coffee industry" also plays the role of "crossing" -2019, the former "Shanghai First Popular Cafe" "Donghai Cafe returned to the Bund, and immediately became the" holy place "for the old Shanghai people to remember the feelings of the sea. The "entry" of coffee in the field of historical and cultural architecture is just a microcosm of the integration of coffee culture into Shanghai. While coffee is in Shanghai, Shanghai cities have also realized IPization through the carrier of coffee.

The creation of Shanghai style coffee IP, in addition to Shanghai and coffee actively and actively seeking "symbiosis, common prosperity, coordinated development", it also stems from the "self -explanatory" tacit understanding of the cultural connotation of both parties. In order to include the "Five Light and Two Nights Shanghai Style" into the coffee, then there is the image show of the "Old Shanghai Time Echo" in the Shanghai Cafe in the Oriental Pearl Tower -the representative people, love and things of the old Shanghai generosity In the dream -like picture, combined with the immersive visual and auditory experience, it was presented wonderfully on various buildings in Shanghai cafe. In order to include the traditional culture carried by Shanghai into coffee, then there will be the "Bo Guanyue" of the Shanghai Museum's coffee ip "Bo Guanyue" - "Bo Guanyue" from Su Shi in the Northern Song Dynasty "Bo Guan and Thick "Board", the seal pattern of "Bo Guanyue" on the milk bubble uses the font in the Shanghai Museum's collection of "Shitai Filial Sutra". The "Boguan Yue" coffee shop broke through the boundary of the museum, opened it at the Xintiandi, and also obtained inspiration from the collection of cultural relics. It integrates elements such as blue and white porcelain, filament flowers, birds, flowers, insects, and other elements into the diet. It created a series of museums of China and Western cakes, allowing citizens to taste coffee in the space full of sea -passing, Jiangnan Yayun, and experience the unique charm released after the combination of the Shanghai Museum culture and coffee culture. The coffee IP with Shanghai regional style is not only the result of the two -way tolerance of coffee and coffee, but also the achievement of the mutual empowerment of the new consumption wave and the value of the coffee industry. As coffee becomes the super IP of Shanghai's urban culture, Shanghai's understanding and cognition of coffee will break through the original culture and industrial circle. The important support of this international cultural metropolis temperament.

Concluding a cultural bond with strong coffee identification

Hongqiao International Coffee Port, "Industrial Chain+Humanities Chain+Ecological Chain", "Shanghai Coffee Coffee Culture Week" with exclusive urban super IP, "Starbucks Selected Shanghai Bakery Workshop" with an ultimate experience of consumers, and " Bear claw coffee "... Shanghai coffee can be described as" out of the circle ". "The people use food as the sky", each city has its own "taste" -buki is roasted roast duck, hot oil is hot, and the meat is full of flavor; Guangzhou is the shrimp dumpling emperor just released in the early morning The hot air was soaked in the tea fragrance, and it was extremely comfortable; Shanghai was a cup of mellow coffee, and the flavor was endless. The urban culture of Shanghai is based on the traditional culture of Jiangnan. It is gradually formed after integrating the modern industrial civilization of European and American. The "coffee" has the cultural characteristics of the same vein as the city of Shanghai, and has become an indispensable part of Shanghai's soft power. At the same time, Shanghai Coffee IP has gradually become a commercial brand's recognition and imagination of Shanghai's urban culture. In the Shanghai Auto Show in 2021, the high -end SUV brand of Great Wall Motors used "coffee" to promote the brand. When WEY initially launched the "Mocha" car, netizens joked whether it will continue to launch a model named after coffee. "Duo" "Latte" car came out one after another. The "coffee" series of cars symbolizing Shanghai's urban culture on the soil in Shanghai, WEY can be described as "good intentions": not only interpreted the series of cars through "coffee" -high -end positioning, excellent appearance, exquisite appearance, exquisite ones Design, excellent cost -effectiveness, etc. At the same time, it also associates consumers' identity in automotive quality, coffee culture, and identity in Shanghai's urban character, making "coffee" an important cultural label to stimulate car consumption. The 11th Plenary Session of the Eleventh Municipal Party Committee proposed to "plant the spirit of the city, show the characteristics of the city, and comprehensively improve the soft power of the city in Shanghai", and put an important perspective on the dimension of "people", that is, "always take people's feelings as the most, Fundamentally measure the ruler to shape the humanized city, human cultural atmosphere, and humanistic life. " The humanistic temperature of Shanghai coffee is always warm, and the integration of "city-coffee-people" makes Shanghai provide employment opportunities for disabled or more and more coffee dedicated to public welfare charity. Show the temperature of Shanghai cities, so that everyone has a chance to make a lot of opportunities. The rhythm of the "coffee temperature", "the warmth of coffee", and "people's feelings" are also playing in the vast area nourished by Jiangnan culture -the love cafe in Suzhou, Hangzhou, Ningbo and other cities also conveys " The goodwill of the city-coffee-people ": The manager and clerk of Ningbo's" Utopia Coffee Shop "are hearing impaired people. They will clean up the coffee shop every day and warm them. The coffee is sent to the customer -even if neither the manager and the clerk can hear these music, it is their understanding, identity and respect for coffee.

The cultural identity bond from coffee condensed, its strong toughness is also reflected in red culture: the coffee cup set carefully customized in the "People's Cafe" in the Four Elements Warehouse Anti -Japanese War Museum is not only printed with "serving the people", but also The cup sleeve is made of thermist paper material. Once it is heat, it will slowly show the most representative gray bombed wall pattern of the four -line warehouse. It is held in the hand and makes people can't help but have blood. Shanghai coffee actively shoulders the responsibility of widely spreading red culture, which makes Shanghai coffee culture identity bonds stimulate stronger cohesion in red culture, sea -faction, and Jiangnan culture.

Shanghai Coffee Shop is not only concerned about today's cities and people, but also linked the sustainable development of the city with the promotion of coffee environmental protection culture, helping the future development of Shanghai coffee culture. As a bridge between coffee production and processing and terminal consumers, Shanghai's coffee shops have always actively explored feasible paths. For example, in the use of coffee residues, some cafes recycled all coffee residue as plant fertilizers. Use in farms and shopping malls; some cafes provide customers with coffee residues for free for customers for use, or make fertilizers, or adsorb air odors; some creative studios fusion Materials such as wood chips, paper chips, edible pigments and other materials are cleverly made of bowls, dishes and other decoratives, because coffee residue is relatively balanced after dissolving, and the created works have high degree of transparency and accumulation covering. 3D three -dimensional effect.

Starbucks founder Schultz once said: "Coffee is like music, there are many possibilities." Different scenes, different drinking methods, and different preferences reflect the diversification of coffee consumption. Coffee is invisible to people's radius, time, and space. In a sense, Shanghai coffee culture is a characteristic urban culture, which means that the people covered by cities can get cultural nourishment from it; the same recognition of coffee can be concluded by cultural bonds, and the people's life interest and mental health are the same. It is regarded as a part of "culture" and the city's cultural level is "happy", "livable", and "settlement". Perhaps it is the awareness and cultural consciousness of the international consumer center cities. Excited and excited power.

(The author is a researcher at the Institute of Literature of the Shanghai Academy of Social Sciences, the executive dean of the Institute of Culture Innovation, and the deputy director of the Shanghai Cultural Research Center)

Author: Bao Yaming

Edit: Chen Yu

Editor -in -chief: Yang Yiqi

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*Wenhui exclusive manuscript, please indicate the source for reprinting.

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