This summer, at the By The Way store at Jing'an Temple subway station in Shanghai, many of the passersby were attracted by a strong "Portuguese style" and began to slow down.
The blue and white Portuguese tiles, exotic store installations, and the aroma of coffee and freshly baked egg tarts add a relaxed atmosphere to the already hurried subway station, as if it belonged to the Portuguese capital Lisbon. Some people stop to take photos, some enter the store and order a cup of coffee and an egg tart, while others briefly enjoy this summer flavor from Portugal during commuting breaks.
The wind from Lisbon has blown from Portugal to Shanghai, "said a consumer on social media.
This cross Eurasian flavor encounter is exactly the story of the DELTA coffee x Lilian egg tart Portuguese summer collaboration happening in Shanghai.
Coffee x Egg Tart, a two-way journey of classic Portuguese flavor CP
Coffee and egg tarts are representative taste symbols in daily life in Portugal, and DELTA coffee and Lilian egg tarts respectively carry these two classic flavors.
DELTA Coffee, founded in 1961, is a well-known national coffee brand in Portugal. For over 60 years, the brand has been deeply involved in coffee craftsmanship, selecting coffee beans from different regions around the world. Through independent low-temperature slow roasting and dynamic blending by masters, it creates a rich, balanced, and iconic Portuguese flavor with nutty and caramel aromas.
In Shanghai, Lilian egg tarts also have a wide consumer base. Since its establishment 24 years ago, Lilian has had 45 stores in Shanghai, covering various living scenarios such as shopping malls, subways, and communities. The Portuguese egg tarts, which are handmade and freshly baked, have become a familiar taste memory for many Shanghai consumers due to their crispy outer skin, tender and smooth egg and milk filling, and caramel aroma.
Therefore, when Portuguese National Coffee met Shanghai's classic Portuguese egg tarts, this collaboration was not deliberately created as a "crossover", but rather more like a natural encounter. The mellow aroma of coffee and the crisp aroma of egg tarts complement each other, and the classic combination of coffee and egg tarts from Portugal is successfully linked in both directions in Shanghai.
Not just a collaboration, but also a linkage of Portuguese flavors
The joint package has been officially launched in offline stores, with the Portuguese package featuring American coffee paired with Lillian egg tarts costing only 15 yuan. For those who shuttle between Jing'an Temple business district and subway station every day, such prices and consumption scenes make the originally exotic "Portuguese style afternoon tea" an accessible daily choice.
In the morning commute, you can take a cup with you, stop to enjoy during the subway transfer gap, and on weekends, you can also check in at this' Little Lisbon 'by passing by Jing'an Temple.
In addition to joint packages, this event also offers a rich interactive experience. For example, purchasing a joint package can participate in the "Portuguese Good Luck Parade" scratch off activity, weekend "Portuguese Flavor Parade" check-in activity, etc. Consumers who complete the designated check-in task have the opportunity to receive a limited edition Azulejo Portuguese style collection coaster, as well as receive limited edition stickers, extending Portugal's visual aesthetics to daily life.
Enjoy a cup of delicious Portuguese coffee in 30 seconds
The various DELTA mini Q coffee capsule machines, coffee capsules, coffee beans, and coffee powder displayed in the store have also attracted many consumers to stop and learn more.
For young people who are accustomed to a fast-paced lifestyle, good coffee does not necessarily require complex rituals. DELTA's convenient capsule system allows consumers to enjoy a cup of Portuguese style coffee at home or in the office in just three steps, about 30 seconds.
From coffee bean selection, batch by batch, low-temperature slow roasting by origin, to dynamic blending and extraction by professional baristas, the flavor experience of traditional Portuguese coffee is integrated into modern and convenient product experience, making "drinking a stable and good cup of coffee" no longer just an occasional consumption experience, but can happen anytime in daily life.
This also echoes the "Pausa" advocated by the Portuguese way of life, which means "pause, rest" in Portuguese. It doesn't mean really stopping for a long time, but leaving a moment of calmness for oneself in a busy life.
From Lisbon to Shanghai, collaboration is also a cultural connection
China and Portugal are located at the east and west ends of the Eurasian continent, but they have a long history of communication. Nowadays, with Portuguese coffee, egg tarts, and more Portuguese lifestyles entering the daily lives of Chinese consumers, cultural exchange is also extending from history and geography to more specific life experiences.
For DELTA, this collaboration with Lilian provides a relaxed and natural cultural connection: one is a national coffee brand from Portugal with over 60 years of history, and the other is a classic Portuguese egg tart brand deeply rooted in Shanghai for 24 years. Two brand stories ultimately intersect between a cup of coffee and an egg tart.
From products to spaces, to interactive benefits, this collaboration not only brings a taste combination of "coffee+egg tarts", but also a younger, more relaxed, and participatory Portuguese lifestyle experience.
When classics meet classics, the significance of co branding is not just about simply adding brand logos, but about bringing Portuguese flavor from the distant corner of Lisbon to the Jing'an Temple subway station in Shanghai, transforming it from a foreign cultural imagination into a daily experience that consumers can touch at any time.
This summer, when people pass by Jing'an Temple again, they may stop because of a burst of coffee aroma or walk into the store because of a freshly baked egg tart.
In a brief stay, a cup of DELTA coffee and a Lillian egg tart are enough to add a few minutes of Pausa (pause time) to busy city life.
From Lisbon to Shanghai, this encounter of Portuguese flavor is also becoming a special scenery on the streets of the city this summer.
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