Why did the Miracle Coffee Shanghai store draw such long lines?
Miracle Coffee, the brand founded by JJ Lin, has opened a flagship store at Shanghai Lakeside Place Shopping Mall, with fans queuing for hours. The shop set purchase limits, but order processing speed is limited, so waits still stretch to several hours. It marks the brand's return to Shanghai two years after its 2019 pop-up store closed in July 2022.
Miracle Coffee previously appeared mainly as pop-up coffee trucks near JJ Lin's concert venues. Starting this year the brand shifted to permanent stores in cities including Chengdu and Guangzhou, and there are rumors of further expansion. For the specialty coffee market, the opening shows how celebrity-backed coffee stores can pull crowds and shape local coffee store competition.
Recently, Miracle Coffee, the coffee brand founded by JJ Lin, opened a flagship store at Shanghai Lakeside Place Shopping Mall, drawing long queues of fans. This marks the brand's return to Shanghai after a two-year absence since its 2019 pop-up store. The store has implemented purchase limits, but order processing speed is limited, so customers still need to wait several hours. In recent years, Miracle Coffee has accelerated the rollout of long-term stores in multiple Chinese cities, and there are rumors that it will enter even more cities. Front Street Coffee will continue to follow developments in the specialty coffee market and bring coffee lovers more brand news.
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Early this morning, a fairly long line formed outside Shanghai Lakeside Place Shopping Mall, creating quite a spectacle. Many passersby could not help but wonder what limited-edition event the mall was holding to make so many people come and line up early on a workday.
As it turns out, the mall was not holding any special event at all. Instead, a new coffee shop called Miracle Coffee had opened. Some people may not immediately recall any relevant information when they see this name, but as soon as the brand founder JJ Lin is mentioned, they probably all have an aha moment.
Many netizens should be familiar with JJ Lin's "Miracle Coffee." In the past, the brand often appeared in pop-up forms such as coffee trucks near the venues of JJ Lin's concerts, attracting large numbers of fans to check in, collect stamps, and more.
Starting this year, Miracle Coffee changed its previous pop-up store model and opened permanent stores in Chengdu, Guangzhou, and other places, delighting fans across different regions, many of whom said they no longer had to chase it from place to place.
The opening of this Shanghai flagship store can be said to be what everyone had been hoping for. In 2019, Miracle Coffee chose Shanghai for its first mainland China store. JJ Lin personally attended the opening to show his support, attracting local fans to queue for hours to buy. However, because that store was a pop-up, it closed in July 2022.
After that, although Miracle Coffee occasionally held events in Shanghai, most appeared in the form of pop-up coffee trucks. Therefore, for Shanghai fans, after waiting two years, they finally welcomed Miracle Coffee's flagship store in Shanghai, and their inner anticipation was naturally hard to put into words.
What made fans even more excited was that it was said JJ Lin personally visited the Shanghai store last night to inspect it, prompting many users to say that Boss Lin attaches great importance to this store. So early this morning, although everyone knew it would be impossible to run into their idol at the store, the fans' enthusiasm had not diminished in the slightest.
From on-site photos taken by netizens, the store entrance and the mall corridors were filled with fans who had come to line up after hearing the news. This long line, which stretched as far as the eye could see, even extended outside the mall at one point. It is understood that in order to shorten customers' waiting time, the store set rules such as "each person limited to four cups" and "each person limited to one item per merchandise category."
However, consumers waiting in line said that even though the store introduced purchase limits, staffing inside was limited and order processing was slow, so buying a cup of coffee still required waiting several hours.
It is worth mentioning that recently Miracle Coffee seems to have accelerated its store-opening pace, with fans of JJ Lin sharing check-in posts from newly opened stores in Shenzhen, Hefei, Chongqing, and other places. At the same time, there are also rumors that Miracle Coffee may enter Xi'an, Xiamen, and other places, but there is not yet confirmed information.
In addition, some consumers said that certain Miracle Coffee stores have already launched delivery services, allowing fans to enjoy the brand's signature drinks without going to the store in person. Many people speculate that after several years of pop-up activities, the brand should have some plans for the domestic coffee market, and in the future Miracle Coffee may appear in more cities across the country.
Image source: Xiaohongshu
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The above content is compiled by CoffeeHunters, a coffee news website.
