How Did the Shanghai Mental Health Center Coffee Sell Out?
The Shanghai Mental Health Center released a co-branded coffee called Music + Spirit with the Shanghai Symphony Orchestra, and it sold out on launch day. Lines formed at the offline store and online channels showed out of stock, leaving buyers waiting for pre-sales. The blend adds chocolate powder and American cayenne pepper powder, giving a rich flavor with a smoky, pungent note.
It is sold only at the COFFEE CUBE shop inside the symphony orchestra. A companion archive-file handbag holds ten drip coffee bags from different regions, each with a QR code linking to ten symphonic works and audio commentary from mental health experts on urban emotional issues. The release follows the center's earlier No. 600 mooncakes.
The Shanghai Mental Health Center has once again drawn attention by using coffee as a medium. This time, its co-branded coffee "Music + Spirit," launched in collaboration with the Shanghai Symphony Orchestra, sold out quickly after release. Not only did long lines form at the offline store, but online channels also announced they were out of stock, leaving consumers with no choice but to wait for pre-sales. This special coffee blend includes chocolate powder and American cayenne pepper powder and is only available at the COFFEE CUBE coffee shop inside the symphony orchestra. The simultaneously released archive-file handbag contains ten drip coffee bags from different regions, each with a QR code that allows listeners to hear ten symphonic works as well as audio interpretations by mental health experts on urban emotional issues such as workplace PUA and insomnia. This is another successful creative attempt by the center to break into the mainstream after the "No. 600 Mooncakes," reflecting the market trend in which coffee has become a daily necessity for urban young people.
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No. 600 Coffee has "left the hospital," and this time non-internal staff can also buy it! In recent years, the Shanghai Mental Health Center, located at No. 600 Wanping South Road in the Shanghai public consciousness, has successfully broken into the mainstream with the help of social media.
Recently, the topic of the co-branded coffee "Music + Spirit," jointly produced by the Shanghai Mental Health Center and the Shanghai Symphony Orchestra, selling out as soon as it launched once surged onto Weibo's trending searches. A server at the coffee shop said that many people came to buy it offline. On the first day, the first batch of coffee put on the shelves sold out directly. Not only was it sold out offline, but it was also gone online. If you want to buy it now, you still have to wait for pre-sales.
It is understood that the launched "Music + Spirit" special coffee contains chocolate powder and American cayenne pepper powder, giving it a rich flavor with a slightly smoky, pungent note. The special blend can only be tasted at the COFFEE CUBE coffee shop inside the Shanghai Symphony Orchestra! However, besides the special coffee, there is also a new related merchandise item born from the same concept — an archive-file handbag. The archive-file handbag contains 10 drip coffee bags from different regions with different flavors, including Guatemala Antigua, Ethiopia Sidamo, Yirgacheffe, Costa Rica Tarrazu, and more...
Each drip coffee bag packaging also has a QR code. By scanning it, you can listen to ten symphonic works by great composers such as Bach, Beethoven, Debussy, and Copland, as well as audio explanations by psychiatric experts addressing ten kinds of mental health issues related to the mental pressure and psychological confusion of many urban young people, such as workplace PUA, lovesickness, histrionic personality, superiority complex, insomnia, and so on. Yes, 10 different flavors of drip coffee and 10 different symphonies correspond to 10 different emotional symptoms.
According to netizen reviews, the coffee after "leaving the hospital" can not only be made directly, but no matter whether you brew it with hot water or cold water, as long as there is water, you can drink it. It has quality no inferior to coffee shops and also retains the ritual sense of pour-over coffee, which very well meets the daily needs of most people today.
In fact, this is not the first time "No. 600" has done a crossover collaboration. Since last Mid-Autumn Festival, when the health center supplied limited "No. 600 Mooncakes" that were not sold to the public, many netizens asked scalpers to buy them on their behalf. Mooncakes originally priced at 78 yuan per box were hyped to thousands of yuan on social platforms such as Xiaohongshu and Xianyu, making them truly hard to get.
Probably also after the mooncakes became hugely popular, the Shanghai Mental Health Center began to open up its thinking. Riding this momentum, it launched "No. 600 Coffee," limited to internal staff. Because the selling time was from 7 a.m. to 8 a.m., within one hour before hospital employees started work, some medical staff even came to buy it before work early.
Later, it also launched "No. 600 Masks" printed with phrases such as "Leveling Up" and "Spiritual Food," the "No. 600 Gallery," "No. 600 T-shirts"... Many creative products bearing the "No. 600" logo began pouring into the public eye. The reason No. 600 Wanping South Road can continue to break into the mainstream is also its sustained social attention and its own inclusiveness and progress toward changes in social culture.
Now, the Shanghai Mental Health Center has once again chosen to be creative with coffee, largely because it has recognized that coffee has become a daily necessity for urban young people, and especially for young people in Shanghai it is even more indispensable. According to iiMedia Research data, China's coffee consumers had already exceeded 300 million in 2021, and today's coffee market continues to rise at a growth rate of 27.2%.
Image source: Internet
The above content is compiled by CoffeeHunters, a coffee news website.
