上海春のコーヒーフェスティバル開幕

上海で毎年恒例の春のコーヒーフェスティバルが開幕し、市内外から多くのコーヒー愛好家が集まっています。市中心部で開催されるこのイベントでは、コーヒーのテイスティング、バリスタ競技会、抽出技術のワークショップなど多彩な催しが行われます。

コーヒー文化の祭典

1.5キロメートルの水辺と17,000平方メートルの河川空間を占める2024上海国際コーヒー文化祭は、「ダブルファイブショッピングフェスティバル」の一環として、空気の清潔な徐匯河岸エリアで開幕しました。この年のテーマは「上海で世界を味わう」で、「国際化」と「消費の促進」を重視し、上海の新しい名刺である「コーヒー文化」をさらに磨き上げています。

コーヒー文化の祭典の歴史

過去3回の成功を基に、この年の「コーヒー文化週間」は「コーヒー文化祭」に昇格し、都市祭りのIPとして大きな影響力を持っています。上海市はコーヒーを単なる飲み物ではなく、コーヒー文化を豊かにし、コーヒー消費シナリオを革新し、国際的な視点と地元の革新を融合させる媒体として捉えています。伝統文化と現代のトレンドが商業形態と文化的感情と融合し、コーヒーの香りは都市の「オープン、イノベーション、インクルージョン」のキャラクターに活気ある注釈を加え、都市のソフトパワーに活気を与えています。

コーヒー経済：上海は世界のコーヒー市場で重要な役割を果たす

“China’s coffee industry continues to grow rapidly,” states Xu Jian, Vice Dean of the School of Media and Communication at Shanghai Jiao Tong University. Shanghai is becoming a “bridgehead” for the export of China’s coffee industry. In upstream industries, last year, the total value of coffee beans exported by Shanghai enterprises accounted for more than 40% of the national total. In coffee products, Shanghai’s exports of concentrated essences or coffee-based products exceeded 21.45 million yuan in 2023, a growth of over 70% compared to 2019. Shanghai rightfully stands as an important hub in the global coffee landscape.

Global coffee giants continue to innovate store formats in Shanghai. Starbucks introduced a creative new product, Olive Espresso, at the event. Howard Schultz, the founder of Starbucks, passionately promoted this new product in Shanghai last March, asking, “Who would have thought we would pair olive oil with coffee?” Starbucks currently boasts over 1,000 stores in Shanghai, leading the world in numbers, and its variety of outlets—from the Shanghai Roastery to pet-friendly and sign language stores—integrate seamlessly with the city’s development.

Coffee Culture: Providing More Possibilities for Cultural and Tourism IP Development

At 2 PM at the Xuhui Riverside Community Service Center, a performance from the Shanghai Yue Opera Theater brought the ancient and modern together with a rendition of “Dream of the Red Chamber - Reading the Western Chamber.” Enjoying coffee while watching opera, Yue Opera steps out of the theaters and meets coffee in the culturally vibrant West Bank area.

Outside the service center, a “Coffee + Culture and Tourism Commercial Exhibition” carnival is underway along the 1.5 km waterfront, featuring 180 coffee market stalls blending coffee, flower shows, culture, sports, performances, and commercial brands. This fusion creates the largest “Coffee + Life” consumer new IP and a new landmark for culture and tourism consumption along the Pujiang River.

Coffee, more than just a beverage. Cultural venues like the Shanghai Grand Theatre also bring their own “cultural coffee” experiences. At the “Ferris Wheel” cultural performance ticketing platform booth, many citizens received a limited-edition souvenir ticket for the Shanghai International Coffee Culture Festival. Through transparent viewfinders, they interacted with the spring market, shared experiences on Xiaohongshu, and received discounts ranging from 50 to 500 yuan for performance tickets. Liu Zhou, CEO of Ferris Wheel Ticketing, believes that coffee culture is an essential carrier of Shanghai’s culture and memories, and theater culture is another city card for Shanghai. By combining coffee and performing arts, more possibilities can be created for Shanghai’s cultural and tourism IP development.