Scene of the Shanghai (Jing’an) World Coffee Culture Festival. All pictures in this article are provided by Jing’an District, Shanghai.
As the birthplace of Shanghai’s first can of local coffee, how does today’s Jing’an District continue the coffee cultural gene and introduce trendy new ways to play?
On the afternoon of April 29, the 2024 Shanghai (Jing'an) World Coffee Culture Festival, hosted by the Shanghai Jing'an District Culture and Tourism Bureau, opened at the HKRI Taikoo Hui North Plaza with the theme of "Drinking in Jing'an". As part of the Shanghai International Coffee Culture Festival, which will kick off on May 1, Jing'an is committed to cross-border integration of humanities, art and trendy lifestyles with coffee, and continues to build Shanghai's city card as the "World Capital of Coffee Culture".
"How to identify good quality coffee beans?" "What factors affect the extraction effect of coffee?" At the event site, coffee booths of different brands were densely arranged, including Starbucks Reserve Shanghai Roastery, Blue Bottle Coffee, Yongpu Coffee, etc. Both bring new coffee products to the market for the first time. On-site visitors lingered in front of the various coffee brand stalls, or purchased a coffee to try, or chatted with the baristas about how to get started.
According to Jing'an District, the Shanghai (Jing'an) World Coffee Culture Festival will last from April 29 to May 3, with daily opening hours from 10:00 to 22:00. Based on estimates from previous years’ events, the five-day HKRI Taikoo Hui Coffee Market will bring in at least 200,000 visitors and nearly NT$2 million in sales from participating brands, driving even more considerable peripheral consumption.
Event site
In addition to setting up the main venue in HKRI Taikoo Hui, this year’s Jing’an Coffee Culture Festival also established two branch venues in conjunction with CITIC Plaza and Daning Music Plaza for the first time, opening up the cultural and tourism festival IP to empower commercial carriers and business district consumption capabilities level pattern. CITIC Plaza has subdivided the coffee track with ladder fitness and sustainable themes, connecting the entire space and many merchants. From April 29 to May 1, a coffee festival with the theme of "carbon-free" will be held. The Daning Music Plaza branch venue is mainly located in the outdoor square area of the shopping mall, with interactive scenes such as camping, games, and cute pets set up on site to provide consumers with blind box gifts for the Coffee Festival.
According to Jing'an District, this Shanghai (Jing'an) World Coffee Culture Festival will also focus on the "coffee +" cross-border effect to create a Jing'an flavor that integrates culture, business, tourism and sports. The first Jing'an Music Festival and Shanghai Jing'an Modern Drama Valley's performance "The Myth of Love" will cooperate with the Jing'an Coffee Culture Festival in the "Three Festivals" to create a three-dimensional Jing'an cultural experience for consumers of "watching dramas, listening to music, and tasting coffee"; At the Coffee Culture Festival, the Jing'an District Ecological Environment Bureau launched "no-waste" actions such as coffee grounds recycling and dedicated coffee cup recycling to advocate green living, combining the concept of "waste-free city" with coffee culture; hosted by the Jing'an District Library The "Jing'an Time·Coffee Elegance" coffee utensil exhibition is open to the public at the Tianmu Road Library from April 23 to May 12. It features a selection of precious antique coffee utensils from all over the world, combined with posters and coffee from old Shanghai cafes. This book restores the development process of Shanghai as an important landmark of Chinese coffee culture in the mid-20th century.
