千店联动，“一杯咖啡的温暖”浸润上海街头Thousands of stores collaborate, 'the warmth of a cup of coffee' permeates the streets of Shanghai

这些年来熊爪的公益实践也在不断丰富“一杯咖啡的温暖”的内涵。目前，熊爪咖啡90%的员工是残障人士，涵盖听障、视障和肢体障碍三类人群。平日，熊爪咖啡还会走进企业开展公益课堂，教大家手语、分享拉花技艺，这些课程的主讲人正是他们的残障伙伴。“我们把手语课堂和企业文化结合起来，一起分享、一起交流。”杨虹说。

襄阳南路的“Coffee is”

“每天下班结账时，我们会在工作群内公布当日咖啡销量和捐款数额，确保流程公开透明。”徐玲介绍，作为扎根社区的咖啡店，店内公益氛围一直很浓，店里组织员工手工编织绳结，将销售收入全额捐赠给社区一位生活困难的阿姨。“这两天知道我们在参加活动，很多老朋友都赶来参加。公益的温度，就在这一杯杯咖啡里‘润物细无声’地传递。”

顾客在咖啡店了解公益

Early in the morning, we started setting up our store, and everyone was touched by the public welfare posters and took photos to share, "said Yang Hong, the head of the marketing department of Xiong Claw Coffee.

During the Shanghai Charity Week from August 31st to September 6th, the "Warmth of a Cup of Coffee" charity event kicked off for the fifth time. The first bear paw broke through the wall on Yongkang Road, and Bear Claw Coffee went public with love and charity; Nowadays, more and more coffee shops are joining the ranks of charity, connecting various public welfare resources - coffee is not only a microcosm of Shanghai's fashionable life, but also gradually becoming a carrier for casual public welfare and charity. The latest data shows that this year's event has attracted over 90 coffee brands and more than 1300 stores to participate.

In addition to the misty aroma of coffee, the fragrance of books also comes to "assist". For the first time this year, 68 book and magazine businesses including Xinhua Bookstore, Shanghai Book City, and Zhongshuge joined forces to participate in the event. 'Public welfare for everyone' and 'casual public welfare' are quietly integrating into the daily life of this city.

Coffee shops become 'charitable strongholds'

A cup of coffee is not only a daily consumer product in the city, but also a carrier for conveying public welfare and love.

Yu Lefeng, Deputy Director of the Social Group Management Department of the Municipal Civil Affairs Bureau, said that coffee companies that have continued to participate in public welfare this year include Bear Claw Coffee, Novak Coffee, One Foot Garden, Laiyifen, Burger King, KFC, Youxin Coffee, Vietnam Zhongyuan Legend Coffee, FASSINO Franco, etc. They spread the concept of charity through their stores, continuously injecting strength into charity promotion and children's public welfare projects through various methods such as sales linkage donations, public welfare theme experiences, and material publicity.

Bear Claw Coffee is the faithful old noodle hole of "the warmth of a cup of coffee". The response to participating in activities in previous years has been good. This year, we have a total of 5 stores participating, "said Yang Hong. The two new stores added this year are Telecom and Michelin stores. Early in the morning, the store displayed promotional posters and "Little Red Flower" pillows, attracting many customers and employees to stop and take photos. Customers who see posters will proactively come to inquire and enthusiastically participate

In recent years, the public welfare practice of Xiong Claw has continuously enriched the connotation of "the warmth of a cup of coffee". At present, 90% of employees at Bear Claw Coffee are disabled, covering three categories of people: hearing-impaired, visually impaired, and physically impaired. On weekdays, Bear Claw Coffee also enters companies to hold public welfare classes, teaching sign language and sharing flower pulling skills. The speakers of these courses are their disabled partners. We combine sign language classes with corporate culture to share and communicate together, "Yang Hong said.

Citizen Corner Meets Public Welfare

This year's public welfare activities not only have a group of long-term partners who continue to participate in the activities, but also welcome a group of newly joined love coffee forces, "said Yu Lefeng. These stores cover chain brands, independent boutique shops, cultural and tourism specialty cafes, community coffee shops, etc., reaching core commercial districts, office buildings, old streets and alleys, and rural areas, allowing citizens to meet public welfare at every corner.

Deep in the wutong River of Xiangyang South Road, there is a conspicuous place beside the door of "Coffee is", where there is a table card for public coffee activities. Manager Xu Ling said that this is the first time "Coffee is" has participated in the "Warmth of a Cup of Coffee" event. During the event, for every cup of coffee sold, the store donated 1 yuan; If the total donation amount on the same day is less than 1000 yuan, the store will make up the difference.

Our beans are all baked by ourselves, and most of them come from old neighbors and friends, "said Xu Ling." Coffee is "is one of the earliest community coffee brands in Shanghai, with a total of six stores and a self owned roasting factory in Jiading. This store on Xiangyang Road is the brand's first store and has been running for ten years now.

Coffee is on Xiangyang South Road

Every day at the end of the workday, we will announce the coffee sales volume and donation amount in the work group to ensure transparency and openness in the process. As a coffee shop rooted in the community, the public welfare atmosphere in the shop has always been strong. The shop organizes employees to hand weave knots and donate the full sales revenue to a struggling aunt in the community. These past few days, I have learned that we are participating in an event, and many old friends have come to attend. The warmth of public welfare is transmitted silently in these cups of coffee

Customers learn about public welfare in coffee shops,

Magic Focus, located in Pudong, is also a new face this year. There is a "Warmth of a Cup of Coffee" activity counter card displayed in the store, and the staff put on exclusive work clothes with the activity logo to start the day of "Coffee+Public Welfare". Store manager Wang Shen said that while drinking coffee, customers can scan the QR code in the store to donate to public welfare projects. By scanning the code on-site and donating 19 yuan, customers can receive coffee, bracelets, or keychains as gifts; Donations of 39 yuan or more will receive gifts such as coffee cups, dolls, bracelets, or keychains.

New partners who have joined the love camp, as well as chain brand Arabica BOOCUP、 Manpo Kuri, Seven Town Workshop Sheep Milk Coffee, etc. A group of suburban specialty cafes actively participated, such as Youfeng Xiaoyuan in Pudong New Area, Tongsen Breath in Minhang District, Hongqiao Huagu and Zhujiajiao Dajiao Coffee in Qingpu District, Friendly Village Cafe in Jinshan District, Zaishui Yifang · 㵘 Coffee, Chongming Island Green Island Coffee, Baima Coffee, Fengxian Xiaosen Coffee, etc., adding the warmth of charity to village cafes.

In addition to participating in the charity work of coffee shops, citizens can also log in to Tencent Charity Platform, Taobao Alibaba Charity Platform and search for "the warmth of a cup of coffee" to participate in donations. After donating, they can receive an electronic love certificate online and issue an electronic voucher for public welfare donations online, making the entire process of donation clear and traceable.

It is reported that every donation raised by the "Warmth of a Cup of Coffee" campaign will be used to help Shanghai's migrant children and children with autism. Among them, the "Guarding and Protecting Childlike Hearts" public welfare project has been ongoing for three years, with over 320 migrant children participating in the summer growth camp. Through a variety of activities, they have gained happiness, broadened their horizons, and felt the warmth and companionship of this city. Another "Qihang Xingguang" autism child care project has provided rehabilitation teaching aids and parent courses to over 275 families with autism children, helping them better carry out rehabilitation training.