At a Glance (China Coffee Network): From August 13 to 16, the 18th stop of the nationally renowned touring IP ‘Beautiful Coffee’ debuted at Lhasa Wangfujing Shopping Center. This high-profile plateau coffee culture …
From August 13 to 16, the 18th stop of the nationally renowned touring IP ‘Beautiful Coffee’ debuted at Lhasa Wangfujing Shopping Center. This high-profile plateau coffee culture event brought together premium coffee brands from across China and local specialty coffee forces, integrating diverse formats such as cultural creativity, desserts, and light meals. It enriched Lhasa’s urban leisure consumption scene and offered citizens and visitors a brand-new high-altitude coffee experience, empowering the integrated development of Lhasa’s cultural tourism, commerce, and trade through trendy culture.
As an important stop on this national touring exhibition, the Lhasa event was highly appealing, bringing together more than 50 leading specialty coffee brands from nearly 30 cities across the country, nearly 80% of which were making their Lhasa debut. Champion brands from domestic coffee competitions, top-100 industry stores, and veteran coffee craftsmen gathered on the plateau, bringing not only China’s top-tier specialty coffee culture and mature industry development concepts to Lhasa, but also creative signature blends with distinct regional characteristics—allowing citizens and visitors to sample specialty coffee flavors from all over the country without leaving Lhasa.
‘Our brand specializes in Guangdong-style coffee. The atmosphere and experience at this coffee festival were excellent,’ said Zhashu, founder of Zhashu Coffee. He noted that coming to Lhasa for this event was not only an opportunity to showcase the brand, but also a platform for industry exchange, and he hopes that interaction between northern and southern coffee professionals will jointly promote specialty coffee culture.
Zaotang Coffee from Shanghai is a leading brand in domestic coffee competitions, having won first place in China at the 2023 world coffee competition. Dough, the brand’s founder, explained that bringing its signature creative blends to Lhasa aims to bring first-tier-city specialty coffee concepts to the plateau, while also deeply experiencing Lhasa’s local culture and drawing creative inspiration from the highlands to drive the brand’s product innovation and upgrade.
Local brand Xizi Coffee has been deeply rooted in Tibet’s local industry for years and has participated in coffee festivals in Guiyang, Hangzhou, and other cities. Xirao Lazhen, the brand’s founder, admitted that this national coffee event landing in Lhasa is of far-reaching significance, building a quality platform for local coffee professionals to exchange and learn from the outside, effectively promoting the interaction and integration of coffee cultures within and beyond the region, and helping upgrade the local coffee industry.
The spectacular coffee feast also let the general public fully enjoy a leisurely and beautiful life. Citizen Dangzeng said, ‘We can taste specialty coffee from all over the country right at our doorstep, and also learn about coffee culture and industry knowledge up close—such an event is especially meaningful.’
It is understood that the ‘Beautiful Coffee’ national touring exhibition landing in Lhasa is a vivid practice of mainland trendy-consumption IPs entering Tibet and enriching the plateau’s consumption formats. Using coffee culture as a bond, the event successfully built a two-way exchange bridge of ‘introducing external brands and exporting local industries,’ both bringing in cutting-edge trendy consumption models and creating a stage for Lhasa’s local coffee and cultural-tourism brands to showcase and promote themselves.
Hou Xiaojin, investment and operations director of Lhasa Wangfujing Shopping Center, said that introducing the national specialty coffee festival, on one hand, fills Lhasa’s gap in trendy leisure consumption and creates a new urban hotspot for photo-ops, enriching citizens’ and visitors’ leisure life; on the other hand, by leveraging large-scale cultural-tourism and commercial events to gather popularity and stimulate market consumption, it helps local specialty coffee industries go beyond the plateau, continuously drives the deep integration of Lhasa’s cultural tourism, commerce, and consumption, and injects new vitality into stimulating consumption, boosting domestic demand, and the city’s high-quality development.
The event will run through August 16. Citizens and visitors from everywhere are welcome to come experience the romance of high-altitude coffee immersively and feel the charm of the trendy plateau urban cultural tourism.
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[Editor: Shao Bingqi] Source: Luwang
[Editor in charge: Shao Bingqi] Source: Luwang
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