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trend. On the surface, it does seem to wake up the cultural
roots within the younger generation by bold colors, loud
patterns, shallow words, and superficial interpretations.
Nevertheless, it is not Chinese fad that Chinese youths feel
the connection with. It is the culture itself.
That said, the contribution Chinese fad has made to-
wards cultural inheritance deserves the country’s respect
in many aspects. With the help of Chinese fad, Chinese
culture is evolving and getting ready for the next thousands
of years.

Chinese coffee? Yes please.

Similar opinions on Chinese fad exist in the coffee
industry as well. Many argue that Chinese fad coffee is not
how coffee should be blended into Chinese lifestyle. This
may be right, but no one yet knows how that should be done.
Using coffee beans from Yunnan? Inventing a new way
of brewing? Creating a staple coffee drink?
All the above may help coffee become Chinese, but
“Tea represents not only the Chinese culture, but also an none of them defines Chinese coffee.
oriental lifestyle, which is simple, healthy, tolerant, and diverse. The definition of Chinese coffee shouldn’t be limited
Therefore, when defining the brand TEASURE, I hope it is a by what it is, where it is from, or how it is served. Do Chinese
modern tea-drinking lifestyle... It (TEASURE) should represent only drink tea of the same processing method? Or from the
the modern lifestyle of young people, so the aesthetic of the same farm? Or by the same way of brewing?
orient, a relaxing and cozy environment, and the slow-living No. The fact that tea is part of Chinese culture is be-
idea should all be part of it.” cause Chinese drink tea.
Liu Fang also mentioned her adoption of the most ad- There are many things in China nowadays that were
vanced western ideas during building TEASURE, which is originally from foreign countries, such as Sichuan pepper,
partly influenced by her years’ experience in Starbucks. but as time went by, Chinese made them a symbol of China.
“As a Chinese entrepreneur, my mission and dream is to We believe that day will come for coffee too. When no
apply the experiences and abilities learned through coffee in one automatically links coffee with western culture, when
tea... In terms of management, what we do the most is an attempt drinking coffee is as easy and normal as drinking anything
in standardisation, which can improve the efficiency of the else, when the word “coffee” will be mentioned in most
operation and the management in our stores.” conversations regarding China, we will know that’s Chinese
Café by the Forbidden City also has a reserved opinion on coffee we are talking about.
Chinese fad. Instead of a follower of Chinese fad, it considers
itself as the missionary of the culture of the Forbidden City.
“We are inspired by the priceless relics, the architecture,
the tales, and the cultural history of the Palace. We aim to
replicate the aesthetic of the patterns on those ancient relics in
the Palace through moderate recreation... We integrate the East
and the West, the modern and the traditional, the young and
the ancient, and art and life. Through such integration, the
ancient relics in the Forbidden City shine in people’s daily life, THE POUR IS YOURS.
and the old Palace became young. And this is also something
enjoyed and accepted by young people nowadays.”
Thanks to those who never give up on trying to re-create
the traditional, thanks to those who work hard on trying to
display the best part of the culture in the best way, thanks to
those who can stay cool when a hot trend is taking over the
market, thanks to those who persist in what they choose to do.
Thanks to them, Chinese fad is more than just a short-lived
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