Starbucks launches world's first Bearista Town in Raffles City Changning

As part of the seventh edition of the Shanghai Shopping Festival, Starbucks has unveiled the world's first Bearista Town at Raffles City Changning in Shanghai's Changning district. This immersive city block, combining coffee, trendy play, and lifestyle elements, is open to the public for free until May 14.

Starbucks Bearista Town. [Photo/WeChat ID: shchangning]

A bear toy in the Starbucks merchandise store. [Photo/WeChat ID: shchangning]

"Bearista Town" is a pop-up space themed around Starbucks' Bearista IP, which originated in Seattle, the United States, in 1997. The event features the world's first Bearista Museum, showcasing Bearista's 29-year journey through eight thematic exhibits, including "Iconic Collections," "Global Journeys," and "Warm Companions."

The central lawn hosts the largest Starbucks merchandise store in the country, debuting over 60 limited-edition items, including Bearista figurines, plush toys, surprise boxes, and exclusive Shanghai-themed products. The event also introduces five new Bearista characters, each embodying a unique style and personality.

Throughout the event, daily Bearista meet-and-greets and performances are scheduled. Visitors can enjoy special Bearista coffee from mobile carts, interact with pets at the Paw Camp, and relax at the Urban Exploration Camp.

Over the years, Starbucks has been committed to injecting youthful vitality into its brand through this event, collaborating with renowned IPs such as Lacoste and Harry Potter. In 2025 alone, over a million Bearista-related items were sold.

This pop-up in Raffles City Changning is part of Starbucks' strategy to build its IP, innovate product categories, and create experiential spaces, enriching the Shanghai Shopping Festival with dynamic consumer vitality.