Why Did a Shanghai Coffee Culture Story Turn Negative?

A not-yet-open coffee shop in a Shanghai shopping mall drew heavy criticism because its name, b3 Coffee, sounds like a derogatory Shanghainese term. The brand's own use of the Chinese characters bi san on third-party platforms made the reading harder to dismiss as a misunderstanding, and some residents said they would not visit once the shop opens.

The case points to a basic rule in local coffee culture: a name that reads as a joke to outsiders can read as an insult in the dialect of the neighborhood it serves. Similar reactions have followed other Shanghai shop names that sound awkward in the local language, and the episode shows how quickly online discussion can shape a first impression before a business serves its first cup.

A not-yet-open Shanghai coffee shop has sparked heated discussion because its name, "b³ Coffee," sounds like "biesan" (a derogatory term) in the local dialect. Netizens have been joking about it, and some have said they won't patronize it for this reason. The brand's labeling itself as "必三咖啡" on third-party platforms has further escalated the controversy. Although the name has brought traffic, it has also left a negative first impression on consumers. This article reviews the whole incident, discusses the importance of businesses following local customs, and includes related recommendations from Front Street Coffee.

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Recently, a coffee shop still under renovation in a Shanghai shopping mall has become a hot topic among local residents. According to photos uploaded by netizens, the shop has not yet opened to customers, but passersby who saw the sign on the construction hoarding could not help feeling somewhat uneasy.

To most netizens, this shop named "b³ Coffee" merely has a somewhat unusual name, but Shanghai locals pointed out that when read in Shanghainese, it sounds similar to the embarrassing "biesan coffee."

Some netizens tried to smooth things over, saying it could perhaps be read as "b cubed," but when everyone saw on third-party platforms that the brand itself had written "必三咖啡," even those who wanted to help explain were left speechless.

Many Shanghai netizens left joking comments: "Drink 必三 coffee, enjoy a 昂三 life," "I suggest selling it at 180 per cup," "The owner really has some Shanghainese skills," "Walk in and say, 'b3, help me brew a coffee.'" Some also thought of shop names like "西塔老太太烤肉" and "寻喜奶茶," which similarly make people fall silent when read in Shanghainese, and came up with a joke: "Find a place to drink 必三 coffee, have 寻喜 milk tea in the afternoon, and eat 西塔老太太 in the evening."

Jokes aside, some netizens said bluntly that while such a "unique" shop name can attract local attention, it can also make some consumers hesitate. "I won't go, it's too unlucky," "I definitely won't want to drink it when I pass by," "After seeing this name, I won't buy it."

They said that once they realize the shop name sounds the same as "biesan" in Shanghainese, they inevitably feel uncomfortable, believing that the owner using this controversial term as a sign shows insufficient respect for local consumers. They themselves would also develop a bad impression of the brand because of the name, and made it clear they would not spend money there after it opens.

As netizens said, this coffee shop gained a wave of traffic with its "distinctive" name, making many coffee lovers start paying attention to when the store would open, and greatly increasing brand awareness. But at the same time, the heat accompanying the controversy has also branded the not-yet-open coffee shop with a negative label, leaving local consumers with a rather unpleasant first impression.

In the view of some users, when businesses use shop names that easily cause local misunderstanding, it may lead consumers to form preconceptions, thereby seriously affecting customers' evaluation of the products. Perhaps after the hype fades, all the public will remember is this rather controversial shop name, not the brand's signature products.

In response, many believe that when businesses enter a certain market, they should "do as the locals do" and avoid using shop names that may make local consumers uncomfortable or are ambiguous. Otherwise, they may "lift a rock only to drop it on their own feet" because of an unpleasant shop name, leaving local people with a negative brand image before even opening, which is also not conducive to the store's future development in the local area.

Image source: Xiaohongshu

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