超过90个咖啡品牌、1300余家门店参与 68家书店今年首度加入 “一杯咖啡的温暖”氤氲上海街头Over 90 coffee brands and more than 1300 stores participate in 68 bookstores, adding the warmth of a cup of coffee to the streets of Shanghai for the first time this year

 记者 王海燕

  “一大早，我们就开始布置门店，大家看到公益海报都很受触动，纷纷拍照分享。”熊爪咖啡市场部负责人杨虹说。

  昨天起至9月6日上海慈善周期间，“一杯咖啡的温暖”公益活动第五次启幕。从永康路上第一只“熊爪”破墙而出，熊爪咖啡以爱心公益“出圈”，到如今越来越多咖啡店加入慈善行列，链接各方公益资源——咖啡不仅是上海时尚生活的缩影，也逐步成为随手公益、随手慈善的载体。最新数据显示，今年的公益活动已吸引超过90个咖啡品牌、1300余家门店参与。

  氤氲的咖啡香之外，书香亦来“助阵”。新华书店、上海书城、钟书阁等68家书刊经营场所今年首度携手加入活动。“人人公益”“随手公益”正悄然融入这座城市的日常。

  咖啡门店成慈善阵地

  市民政局社会团体管理处副处长于乐锋说，今年持续投身公益的咖啡企业包括熊爪咖啡、挪瓦咖啡、一尺花园、汉堡王、肯德基、由心咖啡、越南中原传奇咖啡、FASCINO法系诺等。他们以门店为阵地传播慈善理念，通过销售联动捐赠、公益主题体验、物料宣传等多种方式，持续为慈善宣传与儿童公益项目注入力量。

  熊爪咖啡是“一杯咖啡的温暖”的老面孔。“往年参与活动反响不错，今年我们共有5家门店参与。”杨虹说，今年新增的两家店分别是电信和米其林门店。一大早，门店现场摆放了活动宣传海报、“小红花”抱枕玩具，吸引了不少顾客和员工驻足合影。“客人看到海报都会主动过来了解咨询，非常热心地参与进来。”

  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。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。

  市民转角遇见公益

  “今年的公益活动，既有一批持续参与活动的长期合作伙伴，也迎来一批全新加盟的爱心咖啡力量。”于乐锋说，这些店覆盖连锁品牌、独立精品小店、文旅特色咖啡馆、社区咖啡店等，触达核心商圈、写字楼、老街巷、郊野乡村，让市民转角就能遇见公益。

  襄阳南路梧桐深处，“Coffee is”的门边显眼位置，摆放着公益咖啡活动的台卡。店长徐玲说，这是“Coffee is”首次参与“一杯咖啡的温暖”活动。活动期间，每售出一杯咖啡，店铺即捐赠1元，若当日捐款总额不足1000元，则由门店补足差额。

  “我们的豆子都是自己烘焙的，来的大多是老邻居、老朋友。”徐玲说，“Coffee is”是上海最早的社区咖啡品牌之一，目前在上海共有6家门店，在嘉定还有一家烘焙工厂。襄阳路这家店是品牌首店，至今已走过十个年头。

  “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。“这两天知道我们在搞活动，很多老朋友都赶来参加。公益的温度就在这一杯杯咖啡里，爱心‘润物细无声’地传递。”

  位于浦东的“Magic Focus麦百年”也是今年的新面孔。门店内摆放着“一杯咖啡的温暖”活动台卡，店员穿上了印有活动字样的专属工作服，开启“咖啡+公益”的一天。店长王绅说，喝咖啡的同时，顾客可以在店内扫码为公益项目捐赠助力，现场扫码捐款19元，即可获赠咖啡、手串或钥匙扣；捐款39元及以上，则赠送咖啡杯、玩偶、手串或钥匙扣等礼品。

  加入爱心阵营的新伙伴，还有连锁品牌阿拉比卡、BOOCUP、满坡栗、七町工坊羊乳咖啡等。一批郊野特色咖啡馆踊跃参与，如浦东新区的有风小院，闵行区的一起森呼吸，青浦区的虹桥花谷、朱家角大角咖啡，金山区的友好村咖、在水一方·咖啡，崇明岛的绿岛咖啡、白马咖啡，奉贤区的小森咖啡等。

  除了参加咖啡门店的爱心公益，市民也可在线登录腾讯公益平台、淘宝阿里巴巴公益平台搜索“一杯咖啡的温暖”参与捐赠。

  据悉，“一杯咖啡的温暖”活动所募集的每一笔善款，都将用于帮助上海流动儿童和孤独症儿童。其中，“守‘护’童心”公益项目已持续开展三年，累计超过320名流动儿童参与暑期成长营，在丰富的活动中收获快乐、开阔视野，感受这座城市的温暖与陪伴。另一项“启航星光”孤独症儿童关爱项目，已为超过275个孤独症儿童家庭提供康复教具及家长课程，助力孩子更好地开展康复训练。

Reporter Wang Haiyan

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.

From yesterday until September 6th during Shanghai Charity Week, the fifth public welfare activity of "Warmth of a Cup of Coffee" kicked off. From the first "bear claw" breaking through the wall on Yongkang Road, Bear Claw Coffee has become well-known for its love and public welfare. 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 public welfare activities have 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

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, 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 old noodle hole of "the warmth of a cup of coffee". In previous years, the response to participating in activities was 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". Currently, 90% of employees at Bear Claw Coffee are disabled. On weekdays, Bear Claw Coffee also enters the enterprise to hold public welfare classes, teaching sign language and sharing flower pulling skills.

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 will donate 1 yuan. If the total donation amount on the 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 baking factory in Jiading. This store on Xiangyang Road is the brand's first store and has been running for ten years now.

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. In the past few days, I found out that we were organizing an event, and many old friends came to participate. The warmth of public welfare is conveyed in these cups of coffee, with love silently spreading

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, Yisen Breath in Minhang District, Hongqiao Huagu and Zhujiajiao Dajiao Coffee in Qingpu District, Youhao Village Coffee and Zaishui Yifang Coffee in Jinshan District, Green Island Coffee and White Horse Coffee in Chongming Island, and Xiaosen Coffee in Fengxian District.

In addition to participating in the charity work of coffee shops, citizens can also log in to Tencent Charity Platform and Taobao Alibaba Charity Platform online to search for "the warmth of a cup of coffee" and participate in donations.

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.