When did the Temple of Heaven Park open a coffee shop? Is there any special drink for the Temple of Heaven?

You must have heard that the Imperial Palace in Beijing opened a cafe outside Shenwu Gate at the end of 2018, which attracted a large number of young people to sign in. The cultural creation industry model of the Imperial Palace is very successful, setting off a coffee trend of "coffee plus literary creation". This is not the case, another coffee shop called "Tiantan Fuyin" has been opened in the Temple of Heaven Park.

The Tiantan Fu drink, which opened on the eve of the Spring Festival and sold an average of about 30, 000 drinks a day during the Spring Festival, ranked second on the list of popular beverage restaurants in Dianping's Dongcheng District as of March 11, according to a clerk.

The Temple of Heaven Fuyin is located near the east gate of the Temple of Heaven Park, like the previous Shenyang "coffee" cafe and the Imperial Palace turret coffee, the Temple of Heaven Fuyin is mainly red, coupled with the architectural elements of the Temple of Heaven, with strong traditional architectural features. Unlike the former Imperial Palace Cafe and Shenyang Imperial Palace Cafe "coffee", you can buy coffee without buying tickets. Unlike Tiantan Fuyin, you need to buy park tickets to buy coffee.

In addition, in terms of products, Tiantan Fuyin has coffee, milk tea and desserts, including the signature drink "plum blossom fragrant tea coffee", the characteristic of "Fu", and the paper cup with the blessing of "good luck", "good luck" and "cow spirit". The price of these drinks and desserts is about 30 yuan to 40 yuan. Tiantan Fuyin takes the same route as the former Imperial Palace or museum, combining cultural and creative elements and selling related cultural and creative products to attract the attention of consumers.

In people's memory, the Imperial Palace and museums are solemn, where we feel the culture and charm of ancient times. In recent years, both the Imperial Palace and the museum have launched a lot of "Internet celebrities" products, and opened many "Internet celebrities" cafes, thus gaining a high degree of attention. Is the "Internet celebrity" route really suitable for places with a strong cultural atmosphere such as the Imperial Palace? Is this a good sign?

For this phenomenon, there are many netizens asked, why not open a teahouse, but the introduction of cafes? After all, tea is a part of Chinese traditional culture. Some netizens said, "I don't want to take my children around the Imperial Palace and museums in the future when there are cafes everywhere, but we Chinese have nothing to find."

The problem is not unique to cafes. While the major traditional scenic spots come into contact with the new model, the voice of questioning has never stopped. Many people still need a process of acceptance in the process of the integration of western culture and Chinese traditional culture.

I believe everyone has this feeling, that is, many Chinese festivals are no longer as brilliant as they used to be, and the Spring Festival without the sound of firecrackers always seems to be missing something, and everyone will complain that there is no atmosphere for the Spring Festival. However, on the contrary, more and more young people like to celebrate foreign holidays, such as Christmas and Halloween. There is Valentine's Day in foreign countries and Qixi Festival in China. By comparison, it seems that foreign Valentine's Day is more popular with young people at home.

Now, the pace of life is getting faster and faster, this contradiction does not seem to ease. In the exchange and collision of cultures around the world, young people actively try new things, which challenges many time-honored brands that keep their traditions unchanged, and the decline in performance makes them make such decisions, just like the Imperial Palace, the Museum and the Temple of Heaven Park. It is precisely the needs of the Chinese people that gave birth to these products of mutual exchange and integration between the old and the new, Chinese and Western cultures.

There is no shortage of imitators for good ideas. Both the Museum Cafe and the Temple of Heaven Cafe have launched their own style of creative products, but the most successful one is the Forbidden City.

At present, in the Taobao store, we can see that the gap between the sales volume of Tiantan Wenchuang and that of the Imperial Palace is still very obvious. The attention of the cultural creation products of the Imperial Palace is very high, and later imitators will easily make consumers lose their freshness, resulting in aesthetic fatigue.

While the Imperial Palace deeply excavates its own cultural resources, gets close to the life of the public, opens cafes, and creates cultural products with its own characteristics, so as to really let the culture go out and let tourists come in.

As a latecomer, Tiantan Fuyin should also consider how to combine these things with distinctive characteristics and history, rather than relying on short-term "network celebrity" traffic to spread in different forms for different consumers in order to obtain huge and stable traffic and win a place in the fierce "coffee + literary creation" market.

* Image source: Internet