What Does the Qinging Starbucks Closure Mean for Coffee Tourism?

Starbucks Taiwan confirmed that its Qinging store, the highest Starbucks in Taiwan at 1,743 meters, will close on July 21. Opened in 2003 inside Qinging Farm, it ranked fifth worldwide among Starbucks locations by elevation and served for twenty-two years as a rest stop, photo spot and landmark for visitors to the scenic area.

Local workers and residents pushed back after the news broke, and community discussion reportedly led Uni-President Group to say it was still evaluating, before Starbucks Taiwan issued the final announcement. Behind the decision: an avalanche-like fall in tourist traffic at Qinging Farm and shrinking store performance over consecutive years. For many fans, coffee is like memory here, tied to more than two decades of the farm's changes.

The Starbucks Qinging store, situated at an altitude of 1,743 meters, is not only the highest Starbucks in Taiwan but also ranks fifth globally in terms of store elevation. This landmark café, rooted in Qinging Farm for twenty-two years, has recently confirmed it will close on July 21. Following the news, local workers and residents expressed their reluctance, and community discussions even prompted Uni-President Group to reverse its stance, saying it was still evaluating. However, Starbucks Taiwan ultimately issued an announcement, bringing an end to the fate of this old store. The avalanche-like decline in tourist traffic at Qinging Farm and the shrinking performance of the store over consecutive years reflect the deep-seated challenges facing Taiwan's tourism industry.

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Recently, multiple media outlets in Taiwan have reported successively that the Starbucks Qinging store, located at the highest altitude in Taiwan, is confirmed to officially close on July 21.

It is reported that the Starbucks Qinging store is situated within the famous Qinging Farm scenic area in Taiwan. Since opening in 2003, it has been deeply favored by local consumers due to its unique geographical location and the natural scenery of Qinging Farm. It is not only one of the landmark buildings of Qinging Farm but also a popular spot for tourists to rest, take photos, and relax.

Moreover, this store, at an altitude of 1,743 meters, enjoys the reputation of being the "highest Starbucks in Taiwan" and ranks fifth in Starbucks' global store elevation rankings. Because of this, local fans regard this 22-year-old Starbucks store as exceptionally meaningful, and many, upon hearing the news of the impending closure, left comments expressing their reluctance.

A local worker who does not wish to see the store close posted on Facebook, calling on the public to speak out together so that more people recognize the cultural and tourism value carried by this unique store. He stated that the Starbucks Qinging store not only sells coffee beverages but has also witnessed the changes and memories of Qinging over more than twenty years, and it should not come to an end like this.

It is worth noting that as soon as the news of the impending closure of the Starbucks Qinging store spread, it sparked widespread discussion in the local community, to the extent that Uni-President Group, which operates the store, temporarily changed its stance, saying it was still in the internal evaluation stage and had not made a final decision to close. However, just when onlookers thought there might still be a turnaround, Starbucks Taiwan officially issued an announcement clearly stating that "the Starbucks Qinging store will have its last business day on July 21," leaving many people lamenting.

Faced with this outcome, local workers and citizens, though feeling helpless, also considered that such an ending for this 22-year-old store was understandable.

Qinging Farm in Nantou County, Taiwan, has superior natural conditions and is known as the "Peach Blossom Spring in the Mist," making it a well-known tourist destination in Taiwan. But in recent years, with adjustments in business strategies and the impact of the pandemic and other factors on the tourism industry, tourist traffic in the Qinging area has shown an "avalanche-like decrease." As the first stop after tourists go up the mountain, the Starbucks Qinging store has been affected, with its operating conditions becoming increasingly difficult.

News reports mentioned that in the past three years, the overall performance of the Starbucks Qinging store has fluctuated dramatically. Insiders revealed that it has become increasingly difficult for the store to return to the peak of the previous seven years, while the room for decline continues to expand. Monthly revenue has worsened, shrinking from at least one to two million yuan to around 700,000 yuan, with an average monthly decrease of 300,000 to 500,000 yuan, causing the store to operate at a long-term loss.

Local media pointed out that since its opening, this highest Starbucks in Taiwan has not only been an important landmark of Qinging but also a symbol of high-mountain tourism. Now, even the international brand Starbucks finds it difficult to sustain and chooses to close the store, reflecting not only an adjustment in business strategy but also a comprehensive shrinkage of overall consumer power and operational momentum, dealing a significant blow to tourism confidence across the entire Qinging area.

Image source: Internet

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