Hong Kong youth Fuzhou opens KCAF é: it's not just coffee.

KCAF é is completely unlike the ambiguous idleness of an ordinary coffee shop, with black and gray metal decoration with a hard and cold style, and the LCD screen on the wall plays a series of fashion shows authorized by the French FASHION TV.

Xu Haoen is the China Development Director of Open Mind-Asia, a famous French creative planning company. Since 2012, he has been responsible for the market promotion, expansion and landing construction of the company in Fujian.

KCAF é is a window for OpenMind-Asia to land in Fujian. In this coffee shop, there are often minority illustration exhibitions, film festivals or brand exhibitions, and even exhibitions of works by local independent brand designers.

Xu Haoen, who led reporters to visit Pop-upspace é, said that KCAF é is the exhibition hall of KCAF é's cultural and business public relations activities in Fujian. "this store is actually the guerrilla shop of this French public relations company and the first Pop-upspace in Fujian, like a weather vane to explore Fujian's cultural market."

"the average Pop-up guerrilla shop is only open for a year, and we leave after a year at the most." Xu Haoen said. This is the rhythm of guerrilla shops. Far away from Fuzhou's bustling business district, KCAF é does little advertising, only word of mouth on Weibo, Wechat and people, and few posters resemble posters to neighborhood passers-by.

Open Mind-Asia focuses on a number of large-scale activities of international brands, institutions and governments in China, including China International Fashion week. Xu Haoen brought this resource to Fujian. "Fujian's independent brand design has great potential, especially Xiamen Zhuoya, which has been acquired by the LV Fund, but there are still a large number of designers who are still looking for ways, which need to be learned."

"help brand companies reshape the brand culture that enters a place, and help local designers upgrade to a higher level." this is not like what a coffee shop can do, but it is the vanguard career that Xu Haoen is doing.

When a brand enters China, it needs to reposition its image in China, in which public relations companies undertake the role of tailor-made image design, event planning, building show and even managing various market relations. Open Mind-Asia 's partners include Herm è s, Cartier, Dior, Airbus and other international brands.

According to Xu Haoen, Open Mind-Asia will officially enter Fujian in the second half of 2014, becoming the first multinational, multicultural and multilingual foreign public relations company in Fujian. This will be an extension of KCAF é.

In Europe, Open Mind-Asia has been serving major brands and institutions; in China, it has served the Beijing Olympic Games, the Shanghai World Expo, the annual meeting of the International Organization of la Francophonie, the World Women's Congress, Herm è s, Cartier and other major brand conferences and exhibitions, as well as window exhibition projects and urban space planning projects in China.

On the wine shelves of KCAF é, there are a variety of beers, including Spanish Nova Beer, Irish Magnus Apple Beer, dazzling Golden Ayre beer for Scottish brewers and American Rogge Amber Beer.

Hsu Hao-en is quite complacent. Not investing too much in operating costs is a feature of guerrilla shops. These are all purchasing channels accumulated from years of show activities. "We drink what Chanel drinks. Of course, we don't have to wear a tuxedo. Second, we don't have to spend a lot of money."

Choosing to enter Fuzhou "mainly takes a fancy to the potential of the Hercynian economic circle." In addition, Xu Haoen has his own secret reason: he is half a native of Fuzhou.

Xu Haoen was born in Quanzhou, then went to Hong Kong, then returned to study in Fuzhou several times and had deep feelings for Fuzhou. For him, there is not much memory left in Fuzhou, and the most impressive one is a coffee shop decorated with the Eiffel Tower in Paris on the east corner of the street. Unexpectedly, many years later, he also opened a KCAF é, a coffee shop that promoted the real "Paris Tower" culture to Fujian.