What drew crowds to the Miracle Coffee Nanjing pop-up?
JJ Lin's coffee brand Miracle Coffee relaunched in mainland China with a pop-up store on the 1F of Huacai Tianjie in Hexi, Nanjing, opening on Chinese Valentine's Day. Lines formed before the mall opened, and peak waits ran two to three hours, with some fans reporting five or six hours before they could check in.
The pop-up drew fans who had missed earlier Shanghai and overseas locations, and some traveled from other cities. Limited blind bags and fan-organized support gifts added to the draw. The production team behind the Little Miracle Coffee is the brand S.O, and an official Nanjing store is under renovation, expected to open at the end of September with JJ Lin possibly attending.
JJ Lin's coffee brand Miracle Coffee has recently relaunched in mainland China, with its first pop-up store opening on Chinese Valentine's Day on the 1F of Huacai Tianjie in Hexi, Nanjing. Although it is only a pop-up format, fans' enthusiasm has not diminished. On the first day of opening, a long line formed before business hours, and during peak hours the wait was generally 2 to 3 hours, with some even queuing 5 to 6 hours before successfully checking in. The production team for this Little Miracle Coffee is the champion-level brand S.O, and the official Nanjing store has already begun renovations. It is expected to open at the end of September, and JJ Lin is expected to appear in person.
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Recently, JJ Lin's coffee brand "Miracle Coffee" announced its relaunch in mainland China, with its first store located at 1F of Huacai Tianjie in Hexi, Nanjing.
On Chinese Valentine's Day, this Miracle Little Miracle Coffee Huacai Tianjie pop-up store officially opened. It is understood that on the first day of opening, even before business hours and before the mall had opened, a large number of fans had already lined up at the store entrance, waiting to enter!
Although the popularity of the pop-up store is less than that of an official store, many fans had previously been unable to successfully check in at the Shanghai pop-up store or the first overseas store, so Nanjing fans came one after another, and some even traveled from out of town to show their support.
Judging from the check-in notes shared by fans on social platforms, during peak hours the queue time was mostly 2 to 3 hours. "So many people already, and I'm still on the subway," "Too competitive, people were there at seven, and by just after eight there were already more than thirty people," "I'm a Shanghai special forces soldier who came to Nanjing"... Some netizens even tearfully complained that "I queued for five hours before I could check in."
It is worth mentioning that this day was a Tuesday! Does no one have to work?! It is said that on that day there were limited purchases of blind bags and limited distribution of support gifts on site (the support gifts were organized spontaneously by fans for other JJ fans), and many people came specifically for these support gifts. Of course, being able to personally check in at a coffee shop opened by their idol still made fans willing to queue. For example, this fan queued a solid 6 hours just to drink Nanjing's Little Miracle.
On November 11, 2019, Miracle Coffee's first mainland store once appeared at 394 Changle Road in Shanghai. During the opening period, JJ Lin personally appeared to support it, which attracted fans to queue for hours to buy (it is said the longest record was 7 hours just to "enter the store.") However, that store was a pop-up and closed on July 24, 2022. From this perspective, compared with the 2019 Miracle Coffee Shanghai store, the line has already been greatly "shortened," and to drink a cup of Little Miracle Coffee opened by JJ Lin, you no longer need to queue for an entire day.
It must be said that JJ Lin choosing to open on Chinese Valentine's Day is truly the embodiment of romance; even a netizen's boyfriend in a distant city came to help support. The mall was also quite cooperative that day, and the music played on site was all JJ's songs. Netizens exclaimed: The mall is playing music, they really get it!!
It is understood that Miracle Coffee's production team is Single Origin Espresso&Roast (abbreviated as S.O), founded in 2013. Members of this team have won impressive awards in the World Coffee Masters and have also achieved good results in world brewing/latte art competitions. With the reputation of champion baristas, S.O has attracted countless coffee fans to check in.
As of now, Little Miracle Coffee's official store in Nanjing is already under renovation at the corner nearby and is expected to open at the end of September. Some netizens posted on social platforms that JJ will appear in person at the opening! The official store opening at the end of September may also be to build momentum for a concert in Nanjing soon afterward. It is believed that with the star halo and the strong support of fans, it will bring good popularity to Miracle Coffee.
So here's the question: when the official store opens, would you queue for so long for the chance to drink coffee personally brewed by JJ Lin, or for the chance to see him in person??
Image source: Internet
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The above content is compiled by CoffeeHunters, a coffee news website.
