Starbucks officially enters the Xinjiang market and makes a stunning debut with the opening of two stores

Above the head is the colorful display of Xinjiang Adelaisi silk shop.

The melodious music of twelve muqam came to my ears.

Take a deep breath, except for the richness of the coffee,

And the richness of Xinjiang baked buns...

On September 29, Starbucks officially entered the Xinjiang market.

The International Grand Bazaar's intangible cultural heritage flagship store "Star Bazaar" and the "Silk Road Station" at Tianshan International Airport opened simultaneously.

"Star Bazaar" - Starbucks International Grand Bazaar Intangible Cultural Heritage Flagship Store. (Photo courtesy of Starbucks)

The global coffee giant’s first step in Xinjiang made netizens call it “somewhat amazing”.

"Silk Road Station" - Starbucks Tianshan International Airport Store. (Photo courtesy of Starbucks)

Move the "bazaar" into the cafe

The "Star Bazaar" located in the Xinjiang International Grand Bazaar Scenic Area is Starbucks' first intangible cultural heritage flagship store in China, and it is also the first time that they have led the store design from the architectural level.

The exterior of the building creatively replicates the staggered roof outline of a traditional bazaar. The huge floor-to-ceiling glass invites natural light into the room without any reservation, making people feel happy with the transparency. The designer drew inspiration from Xinjiang Adelais fabrics and turned flowing patterns and bright colors into architectural language.

Starbucks International Grand Bazaar Intangible Cultural Heritage Flagship Store. (Photo courtesy of Starbucks)

The colors on the wall are like silk gently lifted by the wind, stretching and flowing between light and shadow.

Walking into the store, the open space perfectly continues the open and diverse temperament of Bazaar. The coffee bar evolved from old wooden boxes. It is dotted with objects full of age such as clay pots and wooden boxes, which fills the atmosphere.

Watch an intangible cultural heritage performance in a coffee shop

According to Liu Wenjuan, CEO of Starbucks China, we hope to bring not only new stores to Xinjiang, but a new experience that truly integrates into local culture and responds to the unique needs of customers and communities.

Tourists dance with dancers at the Starbucks International Grand Bazaar Intangible Cultural Heritage Flagship Store. (Photo courtesy of Starbucks)

This is not just talk. In the attic space on the second floor of "Star Bazaar", a performance called "Dancing Bazaar" is particularly eye-catching. Folk musical instruments played, dancers danced gracefully, and customers were invited to dance together. This is an immersive experience jointly created by Starbucks and the representative inheritors of the Xinjiang Uyghur Twelve Muqam art intangible cultural heritage.

Intangible cultural heritage goes beyond the stage

The store also has a work "From a Drop of Water to a Flower" co-created with the craftsmen of Xinjiang Adelais silk.

With the theme of a drop of water, a bean, a flower or a cup of coffee,

Ingeniously combining Xinjiang's traditional "dye first and then weave" craft with coffee stories.

The Adelaide shed roof is spread over a large area, and the sunlight shines through the fabric.

The beauty of clothing is rewoven into a "bazaar sky" full of fireworks.

Savor Xinjiang in one bite, full of creativity

Maiholia Ahemati, who came to Urumqi from Kashgar, ordered a glass of pomegranate yogurt Frappuccino and tasted a bite of yellow apricot milk skin Basque cake.

She said bluntly: "It is a refreshing and successful attempt to combine coffee culture with Xinjiang folk customs and even intangible cultural heritage. I feel very good after experiencing it and will recommend it to more friends."

Starbucks’ creative meals in Xinjiang. (Photo courtesy of Starbucks)

Entering Xinjiang this time, Starbucks has launched a full range of specialty products covering drinks, food and urban gifts for the first time.

Lake Blue Cheese Mousse Latte inspired by the blue color of Sailimu Lake, Pomegranate Yogurt Frappuccino that combines traditional Xinjiang yogurt with pomegranate flavor, milk tea with rich Xinjiang style...

There are also special delicacies such as yellow apricot milk-skinned Basque cake, nut chocolate Bahari, and lamb roasted puff pastry.

Regional flavors perfectly integrated into the coffee experience

During this year’s National Day holiday, a selected Xinjiang specialty drink and three Xinjiang specialty delicacies were introduced on a large scale to more than 2,700 Starbucks stores in 41 cities across the country for the first time.

Even if you are not in Xinjiang, you still have the opportunity to enjoy this unique Xinjiang gift.

Tourists purchase products at the Starbucks International Grand Bazaar Intangible Cultural Heritage Flagship Store. Photo by Hu Jiachen

Xinjiang’s “new story” over a cup of coffee

Two stores have been opened in Xinjiang, bringing together a diverse, enthusiastic and professional team. "Star Bazaar" store manager Ma Ying is one of the representative ones.

She previously worked in Xining, Qinghai, and her parents have lived in Xinjiang for a long time. After learning that Starbucks was about to enter Xinjiang, she immediately applied to join the Xinjiang team.

Now, Ma Ying, who has returned to her hometown as a store manager, not only has more time to spend with her parents, but also continues to pursue her coffee dream.

"Star Bazaar" clerk Alimujiang Yiminjiang is particularly proud of the intangible cultural heritage performance in the store: "Dancing in a coffee shop is a unique experience that Xinjiang brings to everyone."

From "Star Bazaar" to "Silk Road Station", Starbucks' first step in Xinjiang is not only a new expansion of business territory, but also a long-term investment around local culture, community connection and customer experience.