两个月内，一场咖啡文化节，如何撬动闵行4.2亿元消费？How can a coffee culture festival leverage the 420 million yuan consumption in Minhang within two months?

6月18日，2026年虹桥国际咖啡文化节在新虹街道“优享+欣虹汇”正式落下帷幕，闭幕式上同步举行虹桥影像艺术馆揭牌仪式。为期近两个月的活动以“咖啡+文商旅体展”深度融合，覆盖新虹全域，落地30余场主题活动，累计吸引客流量775万人次、同比增长16.1%，实现销售额4.2亿元、同比增长15.7%。

自2023年起，闵行已连续举办四届虹桥国际咖啡文化节。今年该活动成为纳入闵行区“十五五”发展规划纲要的一大文化品牌。从“活动”到“平台”再到“品牌”，三年间，虹桥国际咖啡文化节完成了“三级跳”。

一杯咖啡的“超级链接”

不同于往届聚焦单点商业体的办节模式，本届咖啡节将活动半径大幅拓展，以咖啡为纽带打通消费、产业、科创、文旅、对口协作等多个赛道，形成多点开花、协同共振的效应。

近两个月里，作为闵行“春申美好生活乐购季”的重点活动之一，虹桥咖啡文化节以一杯咖啡为媒介，全球约十国的咖啡参展，线下吸引超800家企业参加；串联起辖区商业体、酒店及文体场馆80余家商户，主题活动举行的5月期间，酒店住宿业营收7160万元、同比增长26.3%，新虹街道全域“文商旅体展”进一步深度融合。

例如，虹桥品汇依托虹桥国际精品咖啡展、生豆大赛等活动，客流量同比上升30%，销售额同比上升54%；在虹桥新天地举办“牛牛国际美食节”带来30余款牛肉美食，在5天时间里销售额达3630万元，客流达59万人次；

在虹桥丽宝广场的“好品保山云南保山高原特色农产品市集”，凭借自创喷枪火烧虹吸咖啡的特色技艺而走红全网的云南保山“咖叔”第一次来上海展示标志性的“火烧咖啡”，市集三天促成意向订单128万……

特别是今年首次推出的主题市集，三天内实现了20.35万元的销售额和1.5万人次的客流，同时跨界联动国际科技火人节，吸引了全球六大洲近千名青年创客，产生了超1.2万人次的生态互动，带动销售额超700万元。

虹桥国际咖啡文化节组委会办公室主任、新虹街道党工委副书记周行君表示，这些散落在商务区各处的独立场景，因一杯咖啡形成了紧密的协同网络，构建起全场景、沉浸式的咖啡消费生态，真正实现了“一杯咖啡链接一座城”。

城市品牌IP矩阵成型

如果说往届咖啡节的核心目标是拉动即时消费，本届活动则显现出更清晰的文化品牌——全新城市IP“啡虹”在本届咖啡节正式亮相。

“没有IP的时候，节日对市民游客而言只是一年一度的事件；有了具象化的IP形象，活动品牌就成了能长期陪伴市民的‘城市朋友’。”周行君表示，自主IP的落地，为咖啡节注入了可持续的文化生命力，也成为闵行城市文化辨识度提升的重要标志。

与此同时，已培育多年的“抵达上海的第一杯咖啡”IP也在今年完成全面升级。活动时长较往年翻倍，不仅在虹桥机场、虹桥火车站连续5天为抵沪旅客赠送咖啡，还首次大规模走进商务楼宇与产业园区。13天内累计送出咖啡近6000杯，总量超过过去三年之和。

常设艺术空间延续文化长效价值

随着虹桥影像艺术馆同步揭牌，2026“爱咖啡爱生活”摄影艺术展成为场馆落成后的首展，也为这场咖啡节留下了常设文化载体。

本届展览征稿期间共收到来自全国586位创作者提交的1281件摄影及视频作品。与往届侧重城市全景、风光场景的表达不同，今年的获奖作品纷纷将镜头对准了咖啡背后一个个具体的人——《火烧咖啡——“双虹桥咖叔”来虹桥了》《来上海第一站的咖啡》等作品，定格了咖啡师的专注神情、消费者的悠然姿态、远道而来的咖农身影，让鲜活的个体成为咖啡文化的绝对主角。

“比起咖啡的馥郁香气，背后一个个鲜活的人物更具魅力。”闵行区影像艺术家协会专业委员会主任陶志军表示，四届咖啡文化节，聚焦咖啡文化，摄影展参与人数超12000人次，投稿数量超7200张，咖啡文化与摄影艺术的结合，既是记录美好生活的情感纽带，也是传递城市包容品格的文化载体。

作为咖啡节沉淀下的实体文化空间，该场馆将紧扣虹桥国际中央商务区（闵行）的文化定位，依托第九届进博会等重要契机定期举办精品艺术展览，打造服务闵行“北部先行”战略的多元开放艺术平台。

周行君表示，聚焦产业、人才和文化的咖啡之旅将继续前行，2027年的咖啡文化节已经进入筹备阶段。

区委常委、宣传部部长曹婕出席活动。

记者：毛海萍

素材：欣洪悦

审核：刘垦博 方雨斌

On June 18th, 2026, the Hongqiao International Coffee Culture Festival officially came to an end at the "Youxiang+Xinhonghui" in Xinhong Street, and the unveiling ceremony of the Hongqiao Image Art Museum was held simultaneously at the closing ceremony. The nearly two month long event, with a deep integration of "coffee+cultural, business, travel, and sports exhibition", covers the entire area of Xinhong and has landed more than 30 themed activities. It has attracted a total of 7.75 million visitors, a year-on-year increase of 16.1%, and achieved sales of 420 million yuan, a year-on-year increase of 15.7%.

Since 2023, Minhang has held four consecutive Hongqiao International Coffee Culture Festivals. This year, this event has become a major cultural brand included in the "15th Five Year Plan" development outline of Minhang District. From "activities" to "platforms" and then to "brands", the Hongqiao International Coffee Culture Festival has completed a "three-level leap" in three years.

A 'hyperlink' to a cup of coffee

Unlike previous editions that focused on single point commercial entities, this year's coffee festival has significantly expanded its activity radius, using coffee as a link to connect multiple tracks such as consumption, industry, science and technology innovation, cultural tourism, and counterpart cooperation, forming a multi-point flowering and collaborative resonance effect.

In the past two months, as one of the key activities of Minhang's "TESCO Group Season for a Better Life in Spring", the Hongqiao Coffee Culture Festival, with a cup of coffee as the medium, has attracted more than 800 enterprises offline to participate in coffee exhibitions from about 10 countries around the world; Connecting more than 80 commercial entities, hotels, and cultural and sports venues in the jurisdiction, during the May period of the themed event, the hotel accommodation industry generated a revenue of 71.6 million yuan, a year-on-year increase of 26.3%. The "Cultural, Business, Tourism, and Sports Exhibition" in Xinhong Street further deepened its integration.

For example, relying on events such as the Hongqiao International Boutique Coffee Exhibition and the Green Bean Competition, Hongqiao Pinhui saw a 30% year-on-year increase in foot traffic and a 54% year-on-year increase in sales; The "Niuniu International Food Festival" held in Xintiandi, Hongqiao, brought more than 30 beef delicacies, with sales of 36.3 million yuan and passenger flow of 590000 person times in five days;

At the "Haopin Baoshan Yunnan Baoshan Plateau Specialty Agricultural Products Market" in Hongqiao Libao Plaza, Yunnan Baoshan "Uncle Coffee", who became famous all over the internet for his unique technique of using a spray gun to burn and siphon coffee, came to Shanghai for the first time to showcase his iconic "burnt coffee". The market generated 1.28 million intentional orders in three days

Especially with the theme market launched for the first time this year, it achieved sales of 203500 yuan and 15000 foot traffic within three days. At the same time, it also linked with the International Science and Technology Fireman Festival, attracting nearly a thousand young makers from six continents around the world and generating over 12000 ecological interactions, driving sales of over 7 million yuan.

Zhou Xingjun, Director of the Office of the Organizing Committee of Hongqiao International Coffee Culture Festival and Deputy Secretary of the Party Working Committee of Xinhong Street, said that these independent scenes scattered throughout the business district have formed a close collaborative network due to a cup of coffee, building a full scene and immersive coffee consumption ecology, truly achieving the goal of "one cup of coffee linking one city".

Formation of urban brand IP matrix

If the core goal of previous coffee festivals was to stimulate instant consumption, this year's event showcases a clearer cultural brand - the brand new urban IP "Feihong" officially debuted at this year's coffee festival.

When there is no IP, festivals are just annual events for citizens and tourists; With a concrete IP image, event brands become 'city friends' who can accompany citizens for a long time. ”Zhou Xingjun stated that the implementation of independent IP has injected sustainable cultural vitality into the coffee festival and has become an important symbol of the improvement of Minhang's urban cultural identity.

At the same time, the IP of "the first cup of coffee to arrive in Shanghai" that has been cultivated for many years has also completed a comprehensive upgrade this year. The duration of the event has doubled compared to previous years, not only providing coffee to arriving passengers for 5 consecutive days at Hongqiao Airport and Hongqiao Railway Station, but also visiting commercial buildings and industrial parks on a large scale for the first time. Within 13 days, nearly 6000 cups of coffee have been delivered, exceeding the total amount of the past three years combined.

Permanent art space continues the long-term cultural value

With the simultaneous unveiling of Hongqiao Image Art Museum, the 2026 "Love Coffee, Love Life" Photography Art Exhibition has become the first exhibition after the completion of the venue, leaving a permanent cultural carrier for this coffee festival.

During the submission period for this exhibition, a total of 1281 photography and video works were received from 586 creators across the country. Unlike previous works that focused on the panoramic view of the city and scenic scenes, this year's award-winning works have all focused on the specific people behind the coffee - works such as "Burning Coffee - 'Double Hongqiao Uncle' Comes to Hongqiao" and "Coffee at Shanghai's First Stop", capturing the focused expression of baristas, the leisurely posture of consumers, and the figures of coffee farmers who come from afar, making fresh individuals the absolute protagonists of coffee culture.

Compared to the rich aroma of coffee, the vivid characters behind it are more charming, "said Tao Zhijun, director of the Professional Committee of the Minhang District Image Artists Association. The four editions of the Coffee Culture Festival focused on coffee culture, with over 12000 participants and more than 7200 submissions in the photography exhibition. The combination of coffee culture and photography art is not only an emotional bond that records a better life, but also a cultural carrier that conveys the inclusive character of the city.

As a physical cultural space precipitated by the Coffee Festival, the venue will closely follow the cultural positioning of Hongqiao International Central Business District (Minhang), and regularly hold high-quality art exhibitions based on important opportunities such as the 9th China International Import Expo, creating a diversified open art platform that serves Minhang's "Northern Pioneer" strategy.

Zhou Xingjun stated that the coffee journey focused on industry, talent, and culture will continue to move forward, and the 2027 Coffee Culture Festival has entered the preparatory stage.

Cao Jie, member of the Standing Committee of the District Committee and Minister of Propaganda, attended the event.

Reporter: Mao Haiping

Material: Xin Hongyue

Reviewed by: Liu Kenbo, Fang Yubin