Rich and mellow coffee occupies an important place in the life of Shanghai people. Then, what kind of spark will the combination of coffee aroma and book aroma collide?
On August 4th, the 2022 Shanghai Coffee Culture Week opened. The Shanghai Books and Periodicals Publishing Industry Association has launched a series of activities of "Coffee Taste Shanghai, Living Up to Love - Coffee Fragrance in Shanghai". 75 brand bookstores have become important places where coffee and culture are connected. During the cultural week, it will bring Come to nearly 140 events. The simultaneous launch of the coffee-themed new book list and exhibition promotes the introduction of coffee culture into the streets and alleys of the city by excavating the cultural connotation of coffee, creating a strong coffee culture atmosphere, enhancing readers' participation and sense of acquisition, and creating a "coffee city business card". "Providing a share of the power of the industry.
The earliest bookstore in Shanghai that operated coffee was the Ximen Bookstore (No. 1420 Zhonghua Road, Lao Ximen) founded by Zhou Quanping and Xie Danru. On February 2, 1930, a coffee shop was attached. Some things to do, let colleagues have a forum to chat." Although this progressive bookstore with a "Leftist" background has not existed for a long time, it also has a deep connection between the bookstore and coffee, and the two are perfectly integrated in the reading space.
After nearly 100 years, coffee has become the "standard" of many brick-and-mortar bookstores in Shanghai. Making a pot of coffee, opening a book and spending a leisurely time has become a new choice for visiting brick-and-mortar bookstores.
Among the 75 bookstores participating in this exhibition, there are independent bookstores such as Shanghai Foreign Bookstore, Art Bookstore, Light Space, Shanghai-Hong Kong Sanlian Bookstore, Daxia Bookstore, Jiaotong University Academy, Lixin Bookstore, Shanghai Opera Art Bookstore, and Bolin Bookstore; there are also independent bookstores in Shanghai. Bookstores under Xinhua Media Chain Co., Ltd., bookstores under Shanghai Century Duoyun Culture Development Co., Ltd., Dayin Bookstore, Zhongshuge, Baixin Bookstore, Eryi Bookstore and other local chain bookstores in Shanghai; Sisyph Bookstore, Dazhong Bookstore, Chinese Edition Bookstore, Readers Bookstores, Jiantou Bookstores, Hyundai Bookstores and other national chain bookstores; there are also joint ventures, such as Shanghai Shangsheng Xinsuo·Tsutaya Bookstore, most of which are new bookstores opened in recent years; there are also old bookstores that have successfully transformed themselves... Bookstore + Become a bookstore It is a trend of integrated development, and coffee management is an important content. It not only contributes to the bookstore's income, but also enhances the bookstore's operational capabilities and anti-risk capabilities, making reading more three-dimensional and bookstore warmer.
The participating bookstores also include online bookstores. The Yueyue Books franchise store under Shanghai Yueyue Books Co., Ltd. will conduct a marketing campaign on the Tmall platform with the theme of "Taste Shanghai, Live Up to Love - Coffee Fragrance in Shanghai". The theme posters will be Focus on the Tmall page and store homepage, and the cumulative exposure is expected to be about 5 million+.
Shanghai Book Publishing Industry Association and Shanghai United Book Industry Exhibition Co., Ltd. released 2022 Shanghai Coffee Culture Week • Kaxiang Shuxiang 20+ new book lists in Shanghai with color folds, which will be given to readers for free at participating bookstores. It is reported that the "Coffee Fragrance Book List in Shanghai 20+ New Book List" is selected from more than 300 Chinese and foreign coffee-themed books distributed by participating bookstores.
It is reported that there are currently about 300 coffee-themed books on sale in the city. During the 2022 Shanghai Coffee Culture Week, 75 brand bookstores in the city will simultaneously launch the "Coffee Fragrance in Shanghai" coffee culture reading exhibition. Based on the "20+ New Book List", the exhibition and sales will be combined with the expansion of bookstore characteristics to create a strong coffee culture atmosphere. Provide a "reading list" for creating a "coffee city business card".
Among them, there are more than 100 kinds of foreign original books, Hong Kong and Taiwan edition books on the theme of coffee on sale in the city, including more than 60 kinds of Taiwan edition books on sale in Shanghai-Hong Kong Sanlian Publishing House, such as "The History of Tea in Kyoto", "The History of Coffee Addiction" and "About Coffee" Everything in 800 Years of Fashion and Art", etc.; foreign original books "Scottish Independent Coffee Guide: No. 2" (Scottish Coffee Guide), "Coffee Art" (Coffee Art), etc. from Shanghai Overseas Bookstore; TSUTAYA Bookstore is on sale foreign original books, such as "コーヒーの浵本" (picture books about coffee), "Coffee Love: Cafe Design & Stories" (Coffee Love: Cafe Design & Stories), etc.; English original books sold in the bookstores of Century Duoyun Sant Ambroeus: The Coffee Bar Cookbook, Sant Ambroeus (Milan Legendary Cafe Cookbook), London Coffee (London Coffee), etc.
The sales of coffee-themed books in the Shanghai book market have been on the rise in recent years, and are listed in a separate category for recommendation by bookstores. increase.
In the "20+ New Book List of Kaxiang Shuxiang in Shanghai", translated works occupy 14 seats. In terms of the author's nationality frequency, the following are: Japan, the United States, the United Kingdom, France, Australia, and South Korea. It can be seen that Japan and the United States are the largest coffee consumers. The coffee book market in China is huge.
Coffee encyclopedia knowledge and coffee skills study books each occupy 6 seats, from Xiaobai's "Quick Start" study manual to coffee control coffee bible, from basic identification of coffee beans to extraction, brewing, latte art, tasting, cupping, etc. , This new book list covers everything from theoretical knowledge of coffee to practical manual operation. For example, "You Don't Know Coffee" by Tomohiro Ishiwaki is a truly informative, interesting and fanciful coffee knowledge encyclopedia; [English] James Hoffman's "World Coffee Map" is a best-selling book worldwide. The classic coffee guide, the bible for coffee fans; [US] Scott Rao's "Coffee Roasting: A Handbook of Advanced Practice" is a classic textbook in the coffee roasting industry, and the author is recognized as the godfather of coffee roasting in the industry; [Japanese] Tomita Zanaei's "Super Simple! Brewing Good Coffee at Home" and [Korean] Kim Do-hee's "Make Your Own Internet Celebrity Coffee Drink" are extremely practical introductions to specialty coffee, the latter focusing on unlocking popular items in cafes. Wang Renjie, the founder of Taiwan Mingcao Coffee, wrote "Searching for Coffee" from the three aspects of "coffee tasting", "coffee selection" and "brewing coffee". Chat with old friends.
The works of local authors describing the past and present of Shanghai coffee history are also on the list. "Shanghai Coffee: History and Landscape" written by Chen Zuen, a special researcher at the Institute of History of the Shanghai Academy of Social Sciences, introduces the history and landscape of Shanghai in the early 30 years of coffee introduction, so that readers can understand "Because of coffee, so Shanghai", the genes of coffee culture from After Shanghai opened as a port, it began to settle in the history of Shanghai. The "Map of Coffee in Modern Shanghai" compiled by Sun Ying, associate research librarian of Shanghai Minhang District Library, selects the materials related to coffee shops from 1895 to 1949, tells about coffee culture, and is equipped with a detailed map of modern Shanghai coffee, becoming a coffee veteran 's nostalgic dream guide. "Good Bookstore • Good Coffee" includes stories about the coffee culture of 45 physical bookstores in Shanghai.
The rich exhibitions related to coffee will bring a feast of coffee culture to the audience, and also provide opportunities for on-site coffee tasting and coffee brewing.
On August 4, "Old Times - Shanghai Coffee Advertising Photo Exhibition" was held simultaneously in Shanghai-Hong Kong Sanlian Bookstore, Art Bookstore, and 1925 Bookstore, allowing Shanghai people to retrieve old memories related to coffee. At the same time, the three bookstores will host 6 related cultural events. On August 7th and August 14th, the 1925 Bookstore held a tasting meeting of "Coffee Fragrance in Shanghai", and invited Chen Zuen, a special researcher of the History Institute of the Shanghai Academy of Social Sciences, and Sun Ying, an associate research librarian of the Minhang District Library, to hold two coffee culture sessions. Lectures; On August 6th and August 13th, barista Shi Yang will hold 2 hand-brewed coffee teaching sessions. On August 6th, Art Bookstore held the event "Reading Huangpu, Coffee Tasting - Art Coffee Tasting Experience Salon"; The taste of coffee - Antique coffee utensils exhibition", and held related lectures.
All five bookstores in Shanghai under Century Duoyun participated in the exhibition, and held the "Duoyun·Coffee+" event, which was divided into four series of coffee + talent, coffee + life, coffee + craftsman, coffee + walking, from August 4th to 18th Set up a coffee life scene area to attract readers to check in on the spot, and there will be rewards for completing the check in at 3 stores or more; Duoyun Academy Drama Store will hold 2 hand-brewed coffee experience classes on August 5th and August 12th.
Jiantou Bookstore • Biography Cafe held the special event "Adventures of World Famous Famous Famous", selected Balzac (France), Hemingway (United States), JK Rowling (United Kingdom), Marquez (Colombia), Zhang Ailing (China), Vatican Gao (Netherlands), Beethoven (Germany) and other 7 world cultural celebrities who have a deep relationship with coffee, tell their stories about coffee, and launch 7 different flavors of special coffee and coffee courses related to it.
Xinhua Cultural and Creative Space of Light held a sharing session of writer Chen Danyan's "Golden Branches and Jade Leaves of Shanghai" (Xinhua Cultural and Creative Space of Light & Pearl Art Museum), sharing the creative stories of writers and coffee, and released special notes developed based on "Golden Branches and Jade Leaves of Shanghai" Coffee drinks; Shanghai Overseas Bookstore held a "man" to enjoy summer "man" coffee tasting activities; Shanghai Book Distribution Industry Association and Shanghai People's Publishing House held the first launch event of "Global Bookstore Walk (Volume 1)"; "Coffee" live broadcast event (readers • Cloud meeting room), senior tasters from specialty coffee brand AOKKA (Aoka) explained the knowledge and methods of coffee tasting in the form of live broadcast.
What is expected is that during the 2022 Shanghai Coffee Culture Week, the "Shanghai Publication Distribution Industry Coffee Service Standards" will also be released. It is reported that this is the first professional coffee service standard in China's publication distribution industry. Rich cultural activities will decode the cultural ecology of coffee fusion.
More than 70 bookstores will also launch various promotions for readers. The participating bookstores of Shanghai Xinhua Media Chain Co., Ltd., Zhongshuge, Dayin Bookstore, and Sisyphus Bookstore have all launched coffee promotions; China Edition Bookstore, Yueyue Book Store, and Jiantou Bookstore have launched book promotions to varying degrees; Shanghai Overseas Bookstore, Bookstores such as Shanghai Shangsheng Xinsuo·Tsutaya Bookstore and Baixin Bookstore have launched book and coffee linkage discounts.
"Coffee taste Shanghai • Live up to the love", in this hot summer, go to a cultural party in Shanghai where bookstores meet coffee, are you ready?
On August 4th, the 2022 Shanghai Coffee Culture Week opened. The Shanghai Books and Periodicals Publishing Industry Association has launched a series of activities of "Coffee Taste Shanghai, Living Up to Love - Coffee Fragrance in Shanghai". 75 brand bookstores have become important places where coffee and culture are connected. During the cultural week, it will bring Come to nearly 140 events. The simultaneous launch of the coffee-themed new book list and exhibition promotes the introduction of coffee culture into the streets and alleys of the city by excavating the cultural connotation of coffee, creating a strong coffee culture atmosphere, enhancing readers' participation and sense of acquisition, and creating a "coffee city business card". "Providing a share of the power of the industry.
2022 Shanghai Coffee Culture Week Poster
Physical bookstores and online bookstores participateThe earliest bookstore in Shanghai that operated coffee was the Ximen Bookstore (No. 1420 Zhonghua Road, Lao Ximen) founded by Zhou Quanping and Xie Danru. On February 2, 1930, a coffee shop was attached. Some things to do, let colleagues have a forum to chat." Although this progressive bookstore with a "Leftist" background has not existed for a long time, it also has a deep connection between the bookstore and coffee, and the two are perfectly integrated in the reading space.
After nearly 100 years, coffee has become the "standard" of many brick-and-mortar bookstores in Shanghai. Making a pot of coffee, opening a book and spending a leisurely time has become a new choice for visiting brick-and-mortar bookstores.
Among the 75 bookstores participating in this exhibition, there are independent bookstores such as Shanghai Foreign Bookstore, Art Bookstore, Light Space, Shanghai-Hong Kong Sanlian Bookstore, Daxia Bookstore, Jiaotong University Academy, Lixin Bookstore, Shanghai Opera Art Bookstore, and Bolin Bookstore; there are also independent bookstores in Shanghai. Bookstores under Xinhua Media Chain Co., Ltd., bookstores under Shanghai Century Duoyun Culture Development Co., Ltd., Dayin Bookstore, Zhongshuge, Baixin Bookstore, Eryi Bookstore and other local chain bookstores in Shanghai; Sisyph Bookstore, Dazhong Bookstore, Chinese Edition Bookstore, Readers Bookstores, Jiantou Bookstores, Hyundai Bookstores and other national chain bookstores; there are also joint ventures, such as Shanghai Shangsheng Xinsuo·Tsutaya Bookstore, most of which are new bookstores opened in recent years; there are also old bookstores that have successfully transformed themselves... Bookstore + Become a bookstore It is a trend of integrated development, and coffee management is an important content. It not only contributes to the bookstore's income, but also enhances the bookstore's operational capabilities and anti-risk capabilities, making reading more three-dimensional and bookstore warmer.
The participating bookstores also include online bookstores. The Yueyue Books franchise store under Shanghai Yueyue Books Co., Ltd. will conduct a marketing campaign on the Tmall platform with the theme of "Taste Shanghai, Live Up to Love - Coffee Fragrance in Shanghai". The theme posters will be Focus on the Tmall page and store homepage, and the cumulative exposure is expected to be about 5 million+.
Bookstore Exhibitor List
More than 300 kinds of Chinese and foreign coffee books create a strong atmosphereShanghai Book Publishing Industry Association and Shanghai United Book Industry Exhibition Co., Ltd. released 2022 Shanghai Coffee Culture Week • Kaxiang Shuxiang 20+ new book lists in Shanghai with color folds, which will be given to readers for free at participating bookstores. It is reported that the "Coffee Fragrance Book List in Shanghai 20+ New Book List" is selected from more than 300 Chinese and foreign coffee-themed books distributed by participating bookstores.
It is reported that there are currently about 300 coffee-themed books on sale in the city. During the 2022 Shanghai Coffee Culture Week, 75 brand bookstores in the city will simultaneously launch the "Coffee Fragrance in Shanghai" coffee culture reading exhibition. Based on the "20+ New Book List", the exhibition and sales will be combined with the expansion of bookstore characteristics to create a strong coffee culture atmosphere. Provide a "reading list" for creating a "coffee city business card".
Among them, there are more than 100 kinds of foreign original books, Hong Kong and Taiwan edition books on the theme of coffee on sale in the city, including more than 60 kinds of Taiwan edition books on sale in Shanghai-Hong Kong Sanlian Publishing House, such as "The History of Tea in Kyoto", "The History of Coffee Addiction" and "About Coffee" Everything in 800 Years of Fashion and Art", etc.; foreign original books "Scottish Independent Coffee Guide: No. 2" (Scottish Coffee Guide), "Coffee Art" (Coffee Art), etc. from Shanghai Overseas Bookstore; TSUTAYA Bookstore is on sale foreign original books, such as "コーヒーの浵本" (picture books about coffee), "Coffee Love: Cafe Design & Stories" (Coffee Love: Cafe Design & Stories), etc.; English original books sold in the bookstores of Century Duoyun Sant Ambroeus: The Coffee Bar Cookbook, Sant Ambroeus (Milan Legendary Cafe Cookbook), London Coffee (London Coffee), etc.
The sales of coffee-themed books in the Shanghai book market have been on the rise in recent years, and are listed in a separate category for recommendation by bookstores. increase.
In the "20+ New Book List of Kaxiang Shuxiang in Shanghai", translated works occupy 14 seats. In terms of the author's nationality frequency, the following are: Japan, the United States, the United Kingdom, France, Australia, and South Korea. It can be seen that Japan and the United States are the largest coffee consumers. The coffee book market in China is huge.
Coffee encyclopedia knowledge and coffee skills study books each occupy 6 seats, from Xiaobai's "Quick Start" study manual to coffee control coffee bible, from basic identification of coffee beans to extraction, brewing, latte art, tasting, cupping, etc. , This new book list covers everything from theoretical knowledge of coffee to practical manual operation. For example, "You Don't Know Coffee" by Tomohiro Ishiwaki is a truly informative, interesting and fanciful coffee knowledge encyclopedia; [English] James Hoffman's "World Coffee Map" is a best-selling book worldwide. The classic coffee guide, the bible for coffee fans; [US] Scott Rao's "Coffee Roasting: A Handbook of Advanced Practice" is a classic textbook in the coffee roasting industry, and the author is recognized as the godfather of coffee roasting in the industry; [Japanese] Tomita Zanaei's "Super Simple! Brewing Good Coffee at Home" and [Korean] Kim Do-hee's "Make Your Own Internet Celebrity Coffee Drink" are extremely practical introductions to specialty coffee, the latter focusing on unlocking popular items in cafes. Wang Renjie, the founder of Taiwan Mingcao Coffee, wrote "Searching for Coffee" from the three aspects of "coffee tasting", "coffee selection" and "brewing coffee". Chat with old friends.
The works of local authors describing the past and present of Shanghai coffee history are also on the list. "Shanghai Coffee: History and Landscape" written by Chen Zuen, a special researcher at the Institute of History of the Shanghai Academy of Social Sciences, introduces the history and landscape of Shanghai in the early 30 years of coffee introduction, so that readers can understand "Because of coffee, so Shanghai", the genes of coffee culture from After Shanghai opened as a port, it began to settle in the history of Shanghai. The "Map of Coffee in Modern Shanghai" compiled by Sun Ying, associate research librarian of Shanghai Minhang District Library, selects the materials related to coffee shops from 1895 to 1949, tells about coffee culture, and is equipped with a detailed map of modern Shanghai coffee, becoming a coffee veteran 's nostalgic dream guide. "Good Bookstore • Good Coffee" includes stories about the coffee culture of 45 physical bookstores in Shanghai.
Old Times - Poster of Shanghai Coffee Advertising Photo Exhibition
Enriching exhibitions and lectures to interpret coffee from a cultural perspectiveThe rich exhibitions related to coffee will bring a feast of coffee culture to the audience, and also provide opportunities for on-site coffee tasting and coffee brewing.
On August 4, "Old Times - Shanghai Coffee Advertising Photo Exhibition" was held simultaneously in Shanghai-Hong Kong Sanlian Bookstore, Art Bookstore, and 1925 Bookstore, allowing Shanghai people to retrieve old memories related to coffee. At the same time, the three bookstores will host 6 related cultural events. On August 7th and August 14th, the 1925 Bookstore held a tasting meeting of "Coffee Fragrance in Shanghai", and invited Chen Zuen, a special researcher of the History Institute of the Shanghai Academy of Social Sciences, and Sun Ying, an associate research librarian of the Minhang District Library, to hold two coffee culture sessions. Lectures; On August 6th and August 13th, barista Shi Yang will hold 2 hand-brewed coffee teaching sessions. On August 6th, Art Bookstore held the event "Reading Huangpu, Coffee Tasting - Art Coffee Tasting Experience Salon"; The taste of coffee - Antique coffee utensils exhibition", and held related lectures.
All five bookstores in Shanghai under Century Duoyun participated in the exhibition, and held the "Duoyun·Coffee+" event, which was divided into four series of coffee + talent, coffee + life, coffee + craftsman, coffee + walking, from August 4th to 18th Set up a coffee life scene area to attract readers to check in on the spot, and there will be rewards for completing the check in at 3 stores or more; Duoyun Academy Drama Store will hold 2 hand-brewed coffee experience classes on August 5th and August 12th.
Jiantou Bookstore • Biography Cafe held the special event "Adventures of World Famous Famous Famous", selected Balzac (France), Hemingway (United States), JK Rowling (United Kingdom), Marquez (Colombia), Zhang Ailing (China), Vatican Gao (Netherlands), Beethoven (Germany) and other 7 world cultural celebrities who have a deep relationship with coffee, tell their stories about coffee, and launch 7 different flavors of special coffee and coffee courses related to it.
Xinhua Cultural and Creative Space of Light held a sharing session of writer Chen Danyan's "Golden Branches and Jade Leaves of Shanghai" (Xinhua Cultural and Creative Space of Light & Pearl Art Museum), sharing the creative stories of writers and coffee, and released special notes developed based on "Golden Branches and Jade Leaves of Shanghai" Coffee drinks; Shanghai Overseas Bookstore held a "man" to enjoy summer "man" coffee tasting activities; Shanghai Book Distribution Industry Association and Shanghai People's Publishing House held the first launch event of "Global Bookstore Walk (Volume 1)"; "Coffee" live broadcast event (readers • Cloud meeting room), senior tasters from specialty coffee brand AOKKA (Aoka) explained the knowledge and methods of coffee tasting in the form of live broadcast.
What is expected is that during the 2022 Shanghai Coffee Culture Week, the "Shanghai Publication Distribution Industry Coffee Service Standards" will also be released. It is reported that this is the first professional coffee service standard in China's publication distribution industry. Rich cultural activities will decode the cultural ecology of coffee fusion.
More than 70 bookstores will also launch various promotions for readers. The participating bookstores of Shanghai Xinhua Media Chain Co., Ltd., Zhongshuge, Dayin Bookstore, and Sisyphus Bookstore have all launched coffee promotions; China Edition Bookstore, Yueyue Book Store, and Jiantou Bookstore have launched book promotions to varying degrees; Shanghai Overseas Bookstore, Bookstores such as Shanghai Shangsheng Xinsuo·Tsutaya Bookstore and Baixin Bookstore have launched book and coffee linkage discounts.
"Coffee taste Shanghai • Live up to the love", in this hot summer, go to a cultural party in Shanghai where bookstores meet coffee, are you ready?
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