“一杯咖啡的温暖”氤氲上海街头The warmth of a cup of coffee wafts through the streets of Shanghai

Source: Liberation Daily

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Over 90 coffee brands and more than 1300 stores participated, with 68 bookstores joining for the first time this year

The warmth of a cup of coffee wafts through the streets of Shanghai

Early in the morning, we started setting up our store, and everyone was touched by the public welfare posters and took photos to share, "said Yang Hong, the head of the marketing department of Xiong Claw Coffee.

From August 31st to September 6th, during Shanghai Charity Week, the "Warmth of a Cup of Coffee" charity event kicked off for the fifth time. From the first "bear claw" breaking through the wall on Yongkang Road, Bear Claw Coffee has become well-known for its love and public welfare. Nowadays, more and more coffee shops are joining the ranks of charity, connecting various public welfare resources. Coffee is not only a microcosm of Shanghai's fashionable life, but also gradually becoming a carrier for casual public welfare and charity. The latest data shows that this year's public welfare activities have attracted over 90 coffee brands and more than 1300 stores to participate.

In addition to the misty aroma of coffee, the fragrance of books also comes to "assist". For the first time this year, 68 book and magazine businesses including Xinhua Bookstore, Shanghai Book City, and Zhongshuge joined forces to participate in the event. 'Public welfare for everyone' and 'casual public welfare' are quietly integrating into the daily life of this city.

Coffee shops become charitable strongholds

Yu Lefeng, Deputy Director of the Social Group Management Department of the Municipal Civil Affairs Bureau, said that coffee companies that have continued to participate in public welfare this year include Bear Claw Coffee, Novak Coffee, One Foot Garden, Burger King, KFC, Youxin Coffee, Vietnam Zhongyuan Legend Coffee, FASSINO Franco, etc. They spread the concept of charity through their stores, continuously injecting strength into charity promotion and children's public welfare projects through various methods such as sales linkage donations, public welfare theme experiences, and material publicity.

Bear Claw Coffee is the old noodle hole of "the warmth of a cup of coffee". In previous years, the response to participating in activities was good. This year, we have a total of 5 stores participating, "said Yang Hong. The two new stores added this year are Telecom and Michelin stores. Early in the morning, the store displayed promotional posters and "Little Red Flower" pillows, attracting many customers and employees to stop and take photos. Customers who see posters will proactively come to inquire and enthusiastically participate

In recent years, the public welfare practice of Xiong Claw has continuously enriched the connotation of "the warmth of a cup of coffee". Currently, 90% of employees at Bear Claw Coffee are disabled. On weekdays, Bear Claw Coffee also enters the enterprise to hold public welfare classes, teaching sign language and sharing flower pulling skills.

Citizen Corner Meets Public Welfare

This year's public welfare activities not only have a group of long-term partners who continue to participate in the activities, but also welcome a group of newly joined love coffee forces, "said Yu Lefeng. These stores cover chain brands, independent boutique shops, cultural and tourism specialty cafes, community coffee shops, etc., reaching core commercial districts, office buildings, old streets and alleys, and rural areas, allowing citizens to meet public welfare at every corner.

Deep in the wutong River of Xiangyang South Road, there is a conspicuous place beside the door of "Coffee is", where there is a table card for public coffee activities. Manager Xu Ling said that this is the first time "Coffee is" has participated in the "Warmth of a Cup of Coffee" event. During the event, for every cup of coffee sold, the store will donate 1 yuan. If the total donation amount on the day is less than 1000 yuan, the store will make up the difference.

Our beans are all baked by ourselves, and most of them come from old neighbors and friends, "said Xu Ling." Coffee is "is one of the earliest community coffee brands in Shanghai, with a total of six stores and a baking factory in Jiading. This store on Xiangyang Road is the brand's first store and has been running for ten years now.

Every day at the end of the workday, we will announce the coffee sales volume and donation amount in the work group to ensure transparency and openness in the process. As a coffee shop rooted in the community, the public welfare atmosphere in the shop has always been strong. The shop organizes employees to hand weave knots and donate the full sales revenue to a struggling aunt in the community. In the past few days, I found out that we were organizing an event, and many old friends came to participate. The warmth of public welfare is conveyed in these cups of coffee, with love silently spreading

Magic Focus, located in Pudong, is also a new face this year. There is a "Warmth of a Cup of Coffee" activity counter card displayed in the store, and the staff put on exclusive work clothes with the activity logo to start the day of "Coffee+Public Welfare". Store manager Wang Shen said that while drinking coffee, customers can scan the QR code in the store to donate to public welfare projects. By scanning the code on-site and donating 19 yuan, customers can receive coffee, bracelets, or keychains as gifts; Donations of 39 yuan or more will receive gifts such as coffee cups, dolls, bracelets, or keychains.

New partners who have joined the love camp, as well as chain brand Arabica BOOCUP、 Manpo Kuri, Seven Town Workshop Sheep Milk Coffee, etc. A group of suburban specialty cafes actively participated, such as Youfeng Xiaoyuan in Pudong New Area, Yisen Breath in Minhang District, Hongqiao Huagu and Zhujiajiao Dajiao Coffee in Qingpu District, Youhao Village Coffee and Zaishui Yifang Coffee in Jinshan District, Green Island Coffee and White Horse Coffee in Chongming Island, and Xiaosen Coffee in Fengxian District.

In addition to participating in the charity work of coffee shops, citizens can also log in to Tencent Charity Platform and Taobao Alibaba Charity Platform online to search for "the warmth of a cup of coffee" and participate in donations.

It is reported that every donation raised by the "Warmth of a Cup of Coffee" campaign will be used to help Shanghai's migrant children and children with autism. Among them, the "Guarding and Protecting Childlike Hearts" public welfare project has been ongoing for three years, with over 320 migrant children participating in the summer growth camp. Through a variety of activities, they have gained happiness, broadened their horizons, and felt the warmth and companionship of this city. Another "Qihang Xingguang" autism child care project has provided rehabilitation teaching aids and parent courses to over 275 families with autism children, helping them better carry out rehabilitation training.