What Happens When a Celebrity Opens a Coffee Store?

Actor Bai Jingting's fashion brand GOODBAI opened a coffee store on Yanqing Road, and a long line formed before the doors opened. Most people in line were fans, some waiting as long as three hours for a cup. Staff let customers enter in batches of ten and limited each visit to twenty minutes. The shop doubles as an offline store for clothing and merchandise.

The opening follows a broader trend of celebrities entering the coffee business, including JJ Lin's Miracle Coffee stores and Wang Hedi's D.DESIRABLE shop, with a Jay Chou café also planned in Beijing. Celebrity fame draws crowds into a competitive market, but whether these ventures focus on serious coffee or brand exposure remains the question. Consumers curious about origin labels still ask where brands like Beaumont coffee are made.

Today's young people have great enthusiasm for running coffee shops, and this trend has spread to the entertainment industry. JJ Lin opened several Miracle Coffee stores in China earlier, and many celebrities followed suit by launching their own coffee brands. Recently, actor Bai Jingting's fashion brand GOODBAI officially opened a coffee shop. On opening day, a long line formed before the doors even opened, becoming a noticeable scene on Yanqing Road. Most people in the line were Bai Jingting's fans, and some waited as long as three hours just to buy a cup of coffee. A similar spectacle occurred when Wang Hedi's D.DESIRABLE coffee shop opened, and the coffee shop Jay Chou is preparing in Beijing has also kept fans eagerly waiting. When celebrities use their fame to enter the highly competitive coffee market, are they seriously making coffee, or do they have other motives? This article will take you to find out.

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In recent years, young people's interest in running coffee shops has never faded, and this wave of shop openings has also blown into the entertainment industry. Singer JJ Lin, who loves coffee, previously opened several Miracle Coffee stores in China, and influenced by him, more and more celebrities have begun building their own coffee brands.

Yesterday morning, GOODBAI coffee shop opened its doors to customers. Before it officially opened for business, a long line had already formed at the entrance, making it a particularly eye-catching sight on Yanqing Road. Most people in the line were fans who had come for the shop's owner, actor Bai Jingting.

It is reported that GOODBAI is a fashion brand built by Bai Jingting himself, with its main business being various trendy apparel and brand merchandise. In addition to letting fans enjoy tasty food and drinks, the newly opened coffee shop also serves as the brand's offline physical store, where customers can buy clothing and merchandise.

Although it was a weekday, enthusiastic fans still went to check in. According to fans at the scene, staff arranged customers to enter the store in batches of ten, and each batch was limited to twenty minutes to look around and stay inside.

The brand said this was done to give customers a better consumption experience. But this also made fans wait longer in line. Many people on site reported that they had to wait at least an hour to enter, and some spent a full three hours before buying that cup of coffee they had been longing for.

Such long lines also appeared when another actor, Wang Hedi's D.DESIRABLE coffee shop opened. The store has two floors, with coffee drinks sold on the first floor and the brand's trendy clothing and merchandise displayed on the second floor.

On the day the store opened in early April, the weather was not cooperative, and it rained all day, but the rain could not dampen fans' enthusiasm. Many people waited outside with umbrellas for nearly three hours, just to go in and drink a cup of coffee and, by the way, see for themselves what a celebrity's brand store actually looked like.

In addition, some netizens claimed that singer Jay Chou is also preparing a coffee shop in Beijing, and recently passersby even spotted Jay Chou personally inspecting the store. Although the shop is not yet open to the public, fans in Beijing can no longer hold back their anticipation and have rushed to the area near the store to scout it out in advance. It is not hard to imagine that once this shop officially opens, the surrounding area will most likely again be packed with crowds.

It is no longer new for celebrities to cross into the food and beverage business. Previously, many opened hot pot restaurants or ran bars. Now, standing at the forefront of trends, they have noticed the popularity of coffee drinks among young people, so they have opened coffee shops one after another. Relying on their own celebrity effect to enter the highly competitive coffee track, they naturally attract a large following of young people.

For star chasers, drinking coffee at a coffee shop opened by their idol is not about tasting the flavor of the coffee itself, but about the deep affection they have for their idol. Lining up to check in, buying merchandise sets, taking photos and sharing them—behind this almost assembly-line series of actions is their full support for the celebrity's own brand.

As for how the coffee they get actually tastes and whether it is worth the price, most of them probably do not care. After all, in the eyes of fans, spending half a day to exchange for a cup of coffee is an actual action that expresses their deep feelings for their idol far more than spending money does.

Image source: Xiaohongshu

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The above content is compiled by CoffeeHunters, a coffee news website.