Starbucks opens 1st intangible cultural heritage-themed store in GD

In a unique blend of tradition and modernity, Starbucks has opened its first concept store themed around intangible cultural heritage in Guangdong Province, located in Guangzhou's historic Yongqing Fang. 

The opening Jan. 27 marked the U.S. coffee giant’s sixth such store nationwide and a significant step in its strategy to weave Chinese traditional craftsmanship into the fabric of its “third place” experience.

The exterior of Starbucks’ inaugural intangible cultural heritage-themed store in Guangzhou. Photos courtesy of Starbucks

The choice of location is deliberate. Yongqing Fang, a pedestrian street in Guangzhou’s Liwan District, is itself recognized as a provincial-level block for showcasing representative intangible cultural heritage items. It serves as a living exhibition for Lingnan regional specialties such as Cantonese porcelain, embroidery, lion dance, and opera.

Leveraging coffee as a medium, the new store aims to initiate a “cross-regional cultural dialogue” between two distinct Chinese heritages: the performing art of Cantonese opera from Guangdong and the weaving craft of rattan from Yunnan Province in southwestern China.

Named the “Starbucks Heritage Culture Gallery Store,” the  venue's design centers on a “modern opera stage” theme. Upon entering, customers encounter an artistic installation titled “Tai Hei” (meaning “watch a show” in Cantonese), meticulously hand-woven with patterns inspired by Cantonese opera costumes and crafted using traditional Yunnan rattan techniques.

Cross-cultural fusion of the "Starbucks Heritage Culture Gallery Store."

Throughout the two-story space, elements of this cross-cultural fusion are evident. A feature wall behind the first-floor bar presents pixelated renditions of classic Cantonese opera facial masks, crafted from Yunnan rattan and subtly embedded with textures of coffee beans and coffeemaker shapes. 

On the second floor, a decorative lion head — a symbol of the traditional lion dance —incorporates fabric from opera costumes, bamboo weaving, and even the iconic green of Starbucks aprons.

Since launching its first intangible cultural heritage-themed store in Beijing in 2021, which showcased wax-dyeing artistry from Danzhai, Guizhou, Starbucks has been cultivating a distinct path of cultural engagement in China, with each subsequent store highlighting a local craft.