It is no longer uncommon for luxury brands to venture into the coffee business. When Taikoo Li Qiantan in Shanghai opened last year, it was announced that the first Dior café in mainland China would move in, but the store had been operating as a pop-up, and after two theme changes, the coffee shop never materialized. It was not until July 31 this year, after a third theme change, that this Dior pop-up officially upgraded to a flagship store, and the first Dior café in mainland China opened along with it. Surprisingly, however, what truly sparked heated discussion among netizens was not the store design or the exquisite afternoon tea, but the scene of inviting a master to worship the God of Wealth at the opening ceremony. This article will take you through the whole story and explore the business logic behind luxury brands opening coffee shops. [more…]

In recent years, luxury brands branching out into coffee shops has become an undeniable trend. From Vivienne Westwood to Coach, from Dior to Tiffany, numerous high-end consumer brands have opened cafés or launched limited-time pop-ups in cities such as Shanghai and Beijing. These venues sell themselves on exquisite décor, branded-logo tableware, and photogenic desserts, with prices ranging from twenty yuan to over a hundred, attempting to close the distance with the general public through a cup of coffee. Yet consumer reviews are mixed: some find it worth the money, while others see the products as perfunctory and the pricing as artificially inflated. This article will examine the market logic and consumer response behind this phenomenon. [more…]

Luxury brands venturing into coffee is nothing new—LV, Dior, Gucci, and others have all launched themed coffee events. Recently, Burberry opened a sapphire-blue pop-up coffee truck downstairs from the Rosewood Beijing, drawing plenty of passersby and aesthetics-driven visitors to stop and take photos. However, after one curious consumer paid a visit, they discovered that the coffee here, averaging 60 yuan a cup, was actually made with Nestlé capsules—and the latte they ordered turned out to be an Americano when it arrived. Even more surprising, the handwritten menu had misspelled the English word for Americano. Is this cup, jokingly called "90% emotional value" by netizens, actually worth paying for? Let's find out. [more…]

Recently, some trendy cafes in Hangzhou have come up with a new gimmick—printing luxury brand logos such as LV, Dior, and CHANEL on coffee and cakes, offering so-called "luxury afternoon tea" to attract many young people to check in. Rea.vintage cafe on Zhongshan North Road combines a vintage luxury consignment shop with coffee, quietly offering a 99-yuan set; while CHOPCHOP cafe in Guoda City Plaza prominently displays a luxury brand menu, with set prices ranging from 118 to 318 yuan, and only dine-in customers can enter the scenic area. While business is booming, netizens are raising continuous doubts: does adding a logo make coffee more fragrant? Is using big brand trademarks without authorization an infringement? A Qianjiang Evening News reporter interviewed lawyer Sun Yifan, pointing out that this behavior may face copyright infringement risks. Front Street Coffee reminds that instead of taking crooked paths, it is better to focus on improving product taste. [more…]