Han Han's Pop-Up Bookstore 'Together' Opens with a Coffee Corner

When a new cultural space opens in Shanghai, people notice—especially when it’s connected to one of the country’s most recognizable public intellectuals. On June 20, a new bookstore called ‘Together’ debuted in Shanghai’s Plaza 66, drawing crowds not for its coffee alone, but for its unique take on bookselling, design curation, and that famous handwritten sign by none other than Han Han.

The short answer? This isn’t Han Han’s personal business—but his handwriting is on the door. The pop-up is a collaboration between content platform ONE· and lifestyle brand , running from June 20 to August 15. It features over 1,000 books, a PARAS coffee corner, and product collaborations with designers, all categorized by mood lines inspired by ONE’s own viral quotes.

What Is the ‘Together’ Pop-Up, Really?

The ‘Together’ bookstore is a limited-time pop-up, not a permanent shop. Though often referred to casually as Han Han’s bookstore, he did not found it. Instead, it’s a project led by the editorial team behind ONE·—a well-known Chinese content aggregator—with , a lifestyle concept brand. The only direct creative input from Han Han? The large, hand-drawn ‘’ (Together) sign hanging outside. The space is located in Shanghai’s Plaza 66 shopping center.

How Are the Books Actually Organized?

Forget Dewey Decimal or standard bookstore genres. Inside ‘Together,’ the 1,000+ titles are sorted by mood and message, using some of the most resonant lines published on ONE·. Examples include:

• ‘You haven’t seen the world, so where does your worldview come from?’ — Travel books
• ‘Don’t trust your social media feed’ — Science and general nonfiction
• ‘In a complex world, one is enough.’ — Books published directly by ONE

This approach was designed by the ONE editorial team in collaboration with . According to Li Jingwen, market director at ONE·, the goal was to “use the tone we speak to readers in for categorization,” helping shoppers feel emotionally attuned to their surroundings. The response has been strong—so much so that crowd control measures were needed just two days after opening.

Why Are People Linger­ing Longer Than Expected?

Beyond books, the store offers a carefully selected mix of lifestyle and design goods. brought in several of its partner brands, including:

• (WUXIN): A boutique stationery shop
• (Rizi): The physical retail extension of LOHAS magazine
• (ZIYIN): An independent furniture design label
• OOAK: A curated jewelry boutique featuring independent designers

These additions transform the space from a simple bookstore into a hybrid retail and hangout destination. One visitor, Chen Xujing, a graduate student, noted she didn’t buy any books—but still posted photos to her social media. The overall atmosphere, supported by the in-store PARAS coffee counter, invites lingering, conversation, and slow browsing.

Is This Just a Shanghai Experiment?

Though billed as a “lightning” or pop-up bookstore, both ONE· and have hinted this may not be a one-off. Officials from both organizations told media that ‘flash retail’ could become a recurring format. Future iterations may expand to other cities, test different product lines, and rotate in more designers. For now, the current iteration remains open only through August 15, 2015.

Frequently Asked Questions

Did Han Han actually open the Together bookstore?

No, Han Han did not open the Together bookstore. It is a pop-up project created by content platform ONE· and lifestyle brand . Han Han contributed only the handwritten ‘’ (Together) sign displayed outside the store. The editorial team from ONE· and curated the space and its offerings.

What makes the book classification system at Together unique?

Books at Together are sorted by mood and theme using famous phrases published on ONE·, rather than traditional categories. Examples include travel books under ‘You haven’t seen the world, so where does your worldview come from?’ and science titles under ‘Don’t trust your social media feed.’ This method was designed to create emotional resonance with readers.

Is there coffee available at the Together pop-up?

Yes, there is a PARAS coffee café inside the Together pop-up bookstore. While not the main focus, it adds to the relaxed, hangout-friendly atmosphere that encourages visitors to stay longer and browse the books and designer products.

How long is the Together pop-up open?

The Together pop-up bookstore is open from June 20 to August 15, 2015. It is a limited-time, or “lightning,” pop-up event, though organizers have suggested it could return or expand to other formats and cities in the future.

Which designer brands are featured inside the Together bookstore?

The Together bookstore includes products from several designer brands brought in by : (stationery), (LOHAS lifestyle products), (furniture), and OOAK (independent jewelry). These add a retail and lifestyle dimension beyond just books.

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