775万人次、4.2亿元！虹桥国际咖啡文化节如何用一杯咖啡“链”动全域？7.75 million people, 420 million yuan! How can the Hongqiao International Coffee Culture Festival use a cup of coffee "chain" to move the whole world?

6月18日下午，随着虹桥影像艺术馆在闵行区新虹街道“优享+欣虹汇”一楼揭牌，为期近两个月的2026虹桥国际咖啡文化节落下帷幕。本届咖啡文化节期间，虹桥国际中央商务区核心区客流量达775万人次，同比增长16.1%；销售额达4.2亿元，同比增长15.7%。

从“单点”到“全域”

与往届集中在单一商业体不同，2026年的活动版图全面扩张，30余场活动覆盖虹桥国际中央商务区全域，形成多点开花的联动效应。

虹桥品汇依托精品咖啡展和生豆大赛等活动，客流量突破3万人次，同比增长30%，销售额近250万元，同比增幅达54%；虹桥新天地“牛牛国际美食节”5天吸引客流59万人次，带动销售额3630万元，分别同比增长12%和13%；诺亚财富中心主题市集3天销售额超20万元，客流1.5万人次；虹桥丽宝广场“好品保山”云南高原特色农产品市集，3天销售额21万元，更促成意向订单128万元。

最引人注目的是虹桥阿里中心举办的“mushanghai国际科技火人节”，吸引全球六大洲926名青年创客，产生超1.2万人次生态互动。这些看似独立的场景，经由一杯咖啡的“超级链接”，被编织成一张产业、消费与文化共振的网络。

城市IP觉醒

如果说往届活动侧重于促销费，今年的虹桥国际咖啡文化节则显露出强烈的文化自觉。全新IP形象“啡虹”亮相，成为继闵行区“春申君”IP之后又一地域文创符号。通过政府授权和联名开发，“啡虹”贯穿整个咖啡文化节，并在上海国际咖啡文化节期间与“春申君”实现跨IP联动。

“没有IP时，节日对市民而言是一年一次的事件；有了IP，品牌变成具象化、可长期陪伴的‘朋友’。”组委会相关负责人如此解读。同期，已培育多年的“抵达上海的第一杯咖啡”IP也首次延长活动周期，在虹桥机场和虹桥站连续赠送5天，并首次大规模走进楼宇园区，13天累计送出近6000杯咖啡，超过过去三年总和。

活动收官之日，虹桥影像艺术馆正式揭牌，首展“爱咖啡·爱生活”摄影艺术展同步开幕。征稿期间共收到来自全国的586套、1281幅（条）摄影和视频作品，镜头不再只对准风光，而是聚焦咖啡师、创业者、旅客等具体面孔。获奖作品《芒宽双虹桥“网红”咖叔李金合》《火烧咖啡——“双虹桥咖叔”来虹桥了》等，将咖啡背后的人情温度推向台前。

随着影像艺术馆落成，“优享+欣虹汇”还将结合进博会等契机，持续举办精品艺术展，成为闵行“北部先行”战略下多元开放的文化新地标。

“从2023年的初次尝试，到2026年被纳入区级发展规划，虹桥国际咖啡文化节完成了从‘活动’到‘平台’再到‘品牌’的三级跳。”新虹街道相关负责人表示，“当一杯咖啡联结起产业、人才与文化，它便不再是简单的消费品，而是承载城市生生不息的创造力与包容力。”

来源：新民晚报 作者：赵菊玲

On the afternoon of June 18th, with the unveiling of the Hongqiao Image Art Museum on the first floor of "Youxiang+Xinhonghui" in Xinhong Street, Minhang District, the nearly two month long 2026 Hongqiao International Coffee Culture Festival came to an end. During this year's Coffee Culture Festival, the passenger flow in the core area of Hongqiao International Central Business District reached 7.75 million, a year-on-year increase of 16.1%; The sales revenue reached 420 million yuan, a year-on-year increase of 15.7%.

From 'single point' to 'global'

Unlike previous years that focused on a single commercial entity, the activity map in 2026 will expand comprehensively, with more than 30 events covering the entire Hongqiao International Central Business District, forming a linkage effect of multi-point blooming.

Hongqiao Pinhui relies on events such as the boutique coffee exhibition and the live bean competition, with a customer flow exceeding 30000, a year-on-year increase of 30%, and sales of nearly 2.5 million yuan, a year-on-year increase of 54%; Hongqiao Xintiandi "Niuniu International Food Festival" attracted 590000 passengers in five days, driving sales of 36.3 million yuan, up 12% and 13% year on year respectively; The theme market of Noah Wealth Center sold over 200000 yuan in 3 days and attracted 15000 visitors; The "Haopin Baoshan" Yunnan Plateau specialty agricultural product market at Hongqiao Libao Plaza sold 210000 yuan in 3 days and generated 1.28 million yuan in intended orders.

The most eye-catching event is the "Mushanghai International Technology Enthusiast Festival" held at the Hongqiao Alibaba Center, which attracted 926 young makers from six continents around the world and generated over 12000 ecological interactions. These seemingly independent scenes are woven into a network of industry, consumption, and cultural resonance through the "hyperlinks" of a cup of coffee.

City IP Awakening

If previous events focused on promotional expenses, this year's Hongqiao International Coffee Culture Festival has shown a strong cultural consciousness. The new IP image "Feihong" has been unveiled, becoming another regional cultural and creative symbol after the "Chunshenjun" IP in Minhang District. Through government authorization and joint development, "Feihong" runs through the entire Coffee Culture Festival and achieves cross IP linkage with "Chunshenjun" during the Shanghai International Coffee Culture Festival.

When there is no IP, festivals are an annual event for citizens; With an IP, a brand becomes a tangible, long-term companion 'friend'. ”The relevant person in charge of the organizing committee interpreted it this way. During the same period, the "first cup of coffee arriving in Shanghai" IP, which has been cultivated for many years, also extended its activity cycle for the first time, giving away 5 consecutive days at Hongqiao Airport and Hongqiao Station, and entering building parks on a large scale for the first time. In 13 days, it delivered nearly 6000 cups of coffee, exceeding the total of the past three years.

On the closing day of the event, the Hongqiao Image Art Museum was officially unveiled, and the first exhibition of "Love Coffee, Love Life" photography art exhibition opened simultaneously. During the submission period, a total of 586 sets and 1281 pieces of photography and video works were received from across the country. The camera was no longer focused solely on the scenery, but on specific faces such as baristas, entrepreneurs, and travelers. The award-winning works such as "Mangkuan Shuanghongqiao 'Internet Celebrity' Uncle Li Jinhe" and "Huoshao Coffee - 'Shuanghongqiao Uncle' Comes to Hongqiao" have brought the emotional warmth behind coffee to the forefront.

With the completion of the Image Art Museum, "Youxiang+Xinhonghui" will continue to hold high-quality art exhibitions in conjunction with opportunities such as the China International Import Expo, becoming a new cultural landmark of diversified openness under the "Northern Pioneer" strategy in Minhang.

From its initial attempt in 2023 to being included in the district level development plan in 2026, the Hongqiao International Coffee Culture Festival has completed a three-level leap from 'activity' to 'platform' and then to 'brand', "said the person in charge of Xinhong Street." When a cup of coffee connects industry, talent, and culture, it is no longer a simple consumer product, but carries the creativity and inclusiveness of the city's endless vitality

Source: Xinmin Evening News Author: Zhao Juling