Brief (coffeeyo.com): The “Shen-Long-Huo-Hu II” energy-refuel pop-up—a tie-up between century-old Chinese brand Longhu and the Shanghai Shenhua football club—opened today at Shanghai Pharmaceutical Building, serving a medicated-balm latte among its creative drinks and rotating seven days of themed experiences.
One of the second batch of “culture-state-owned-enterprise empowering brand-value upgrade projects,” the “Shen-Long-Huo-Hu II” energy-refuel pop-up store—jointly created by century-old domestic brand Longhu (Dragon-Tiger) and Eastday—opened today on the first floor of Shanghai Pharmaceutical Building.
The seven-day pop-up, themed “energy-refuel station,” fuses football competition, guochao (national-trend) handicrafts and cross-cultural exchange into a diverse experience, centrally showcasing co-branded new products and bringing young urban consumers a fresh guochao experience, weaving the century-old brand into modern daily life.
From century-old heritage to guochao novelty: a brilliant opening day
The “Shen-Long-Huo-Hu · Energy Awakens” theme event led off. The venue planned three themed spaces—Longhu’s century-old gene zone, a new-product display zone and a coffee-social zone—leading guests between history and trend.
Among them, the century-old gene zone follows Longhu’s brand-development thread, centrally presenting classic products and the brand’s renewal journey. The new-product display zone focuses on the “Shen-Long-Huo-Hu II” co-branded functional drinks, reinterpreting traditional herbal culture in trendy design language. The coffee-social zone sells creative drinks such as the medicated-balm latte on site, letting consumers feel the unique experience where classic herbal aroma meets coffee richness.
At the event, Afanti performed with passion, and Shanghai Shenhua FC’s mascot “Bulu” made a surprise appearance, taking photos and interacting with guests and handing out limited trial kits, pushing the atmosphere to a climax.
“Daytime energy” and “nighttime calm”—precisely answering diverse needs
This May, the “Shen-Long-Huo-Hu II” Longhu × Shanghai Shenhua FC co-branded product launch was held at the Old City Hall building, unveiling the Longhu Shantang wellness-drink series. Months later, the second-phase functional drinks come closer to consumers via the offline pop-up; the two core products precisely map to two modern life scenarios: the D-ribose ginseng-and-polygonatum compound energy drink targets daytime energy, focusing on daytime replenishment to fuel the grind; the jujube-seed GABA compound drink targets nighttime calm, leaning toward evening relaxation to aid sound sleep.
Relying on more scene-driven, contemporary-aesthetic product forms, Longhu blends traditional herbal philosophy into modern life rhythms, exploring a new path connecting the old brand with contemporary needs.
Cross-border innovation also extends to food. The medicated-balm latte that appeared at the Shanghai International Coffee Culture Festival and drew attention, along with creative new items like medicated-balm liqueur chocolates and cooling-balm lava soft candies, weave the highly recognizable brand elements into daily-consumption scenes, injecting new-trend vitality into the traditional domestic brand.
At the opening ceremony, the brand’s relevant person in charge also shared the R&D original intent and development thinking behind the second-phase products, outlining Longhu’s clear path of deepening in health and renewing brand expression.
Seven days, no repeated themes—rich experiences in turn
During the event, the pop-up will rotate themes, open daily from 17:00 to 21:00, offering citizens seven days of fresh experiences.
On September 18, Shanghai high-school football-league players drop in for a keepie-uppie challenge; on September 19, a spend-threshold lucky draw rewards citizens with surprise gifts; on September 20, a “foreign guest day-store manager” hosts interactions, with mascots Bulu and Noli also making surprise appearances, different cultural perspectives colliding in novel sparks; from September 21 to 22, mugwort-hammer handicraft and hand-rolled incense-pill experiences let consumers feel herbal wisdom and Oriental life aesthetics through hands-on practice; on September 23, Longhu-brand cosers begin a roving interaction and hand out trial kits, and the medicated-balm latte welcomes its final limited-time tasting.
During the event, Longhu × Shanghai Shenhua FC co-branded products and many other Longhu items are displayed and sold simultaneously, with limited-time discounts, letting citizens feel up close the renewed vitality of the century-old domestic brand.
Seven-day limited, themes rotating. From now until the 23rd, step into the “energy-refuel station,” and in one signature drink, one intangible-heritage handicraft, one interaction, meet the novel spark where century-old domestic brand and contemporary life collide.
Original title: “Want to taste the medicated-balm latte? Come experience the ‘Shen-Long-Huo-Hu II’ energy-refuel pop-up store!”
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