海书展的延伸 在咖啡馆找到阅读的存在Extension of the Sea Book Fair: Finding the Existence of Reading in Coffee Shops

月球咖啡的书架

凭小册子可以到上海书展译文出版社的展位上兑换贴纸

位于茂名北路上的月球咖啡retro，名字取自那部经典的科幻电影，店内随处可见与“月球”有关的细节；而它的实际空间不足二十平方米，温暖、紧凑，像一只刚刚好的咖啡杯。这家自烘焙精品咖啡馆诞生于2014年儿童节，如今拥有“retro”与“绿屋”两个空间，而retro店恰好离上海展览中心步行可达，成了许多书展读者散场后的首选歇脚处。

走进月球咖啡，你会发现书架上的选书带有鲜明的个性——因为一部分选书权被交到了咖啡师Rika手中。她挑选了吉本芭娜娜的《雏菊人生》与《厨房》，新井一二三的《旅行是为了找到回家的路》，还有村上春树与安西水丸合作的绘本《朗格汉岛的午后》。问及标准，Rika说：“这些作品轻松又治愈，很适合喝咖啡时随手翻翻。”

月球咖啡

坐在吧台上喝咖啡的何小姐，正是从上海书展满载而归的读者。她身边的大包里装着沈奕斐的新作，而她的目光却依然被店里吉本芭娜娜的书籍吸引。有趣的是，去年书展期间，她也曾逛完展后来到月球咖啡小憩。今年她故地重游，仿佛在书展与咖啡馆之间建立了一种属于自己的年度仪式。

咖啡香和书香共融

On weekends, people crowded under the dome of the Shanghai Exhibition Center, and book lovers walked between the exhibition stands. However, the literary atmosphere was not confined by the walls - it overflowed from the main venue and flowed along winding streets and alleys such as Maoming North Road and Xiangyang South Road. During the Shanghai Book Fair, the "City Reading Corner" jointly built by Shanghai Translation Publishing House and thirteen coffee shops throughout the city is an extension of the book fair.

The bookshelf of Moon Coffee

A cup of coffee is enough time to skim through dozens of fleeting messages on social media; In these thirteen cafes, the same cup of coffee time is enough to make people unexpectedly encounter a good book. The rules of the event are very simple: during the book fair, if you arrive at any cooperative coffee shop and purchase two books or more - all books are available at a 40% discount - you will receive a designated coffee exchange voucher or a half price voucher. Literature and coffee are so specifically bound together, as if telling every hurried urbanite: at this moment, stop, have a cup of coffee, turn a page of a book.

You can exchange stickers at the booth of Shanghai Book Fair Translation Publishing House with the booklet

The Moon Coffee Retro, located on Maoming North Road, is named after the classic science fiction movie, and details related to the moon can be seen everywhere in the store; And its actual space is less than 20 square meters, warm and compact, like a just right coffee cup. This self baking boutique coffee shop was founded on Children's Day in 2014 and now has two spaces, "retro" and "green house". The retro shop is conveniently located within walking distance from the Shanghai Exhibition Center and has become the preferred resting place for many book fair readers after leaving.

Walking into Moon Coffee, you will find that the book selection on the bookshelf has a distinct personality - because some of the book selection rights have been handed over to the barista Rika. She chose "Daisy Life" and "Kitchen" by Banana Yoshimoto, "Traveling to Find the Way Home" by 123 Arai, and the picture book "Afternoon on Langham Island" by Haruki Murakami and Mizumaru Anxi. When asked about the standards, Rika said, "These works are easy and healing, and are perfect for casually flipping through while drinking coffee

Moon coffee

It has been proven that her intuition surprisingly matches the reading tastes of her customers. Just two days after the opening of the book fair, Moon Coffee sold 18 books, among which "Daisy Life" and "Kitchen" had particularly high sales and even required emergency restocking; The newly released "Unbearable Lightness of Life" dog commemorative edition gift box has also sold two sets, and some customers specially bought it as a gift for their friends. Rika was both surprised and slightly regretful about this - "I didn't know these books were for sale, but if I had known earlier, I might have been bolder in choosing books

Miss He, sitting at the bar drinking coffee, is a reader who has returned from the Shanghai Book Fair with a full load. The big bag beside her contained Shen Yifei's new works, but her gaze was still drawn to the books by Yoshimoto Banana in the store. Interestingly, during last year's book fair, she also took a break at Moon Coffee after visiting the exhibition. This year she revisited her hometown, as if establishing her own annual ceremony between a book fair and a caf é.

The fragrance of coffee and the fragrance of books blend together

And Lunar Coffee is just one piece of the thirteen puzzle pieces. Walk along Xiangyang South Road to No. 272 and you will come across a small white house - Bitter Donkey. This shop, which focuses on specialty coffee as its main menu, has a name that exudes a stubborn taste: it uses the "Bitter" flavor of tea and coffee as a base, and incorporates the persistent research and development spirit of "Donkey". Here, purchasing two books will also receive a designated coffee half price coupon. The book selection style of Bitter Donkey is slightly different from that of Moon Coffee, but it also reveals the author's unique understanding of literature. Thirteen shops, thirteen different coffee flavors, thirteen book lists, they are scattered on different street corners in Shanghai, weaving together an invisible literary network.

The significance of this network goes far beyond promotion or traffic diversion. Outside of the book fair, these cafes have become miniature "literary corners", allowing those who have not been able to enter the exhibition center to also encounter literature when they open their doors on the street; It also allows readers who have already read the books to make new discoveries while savoring them. Coffee shops already carry the social attributes of urban public spaces - the clinking of ice cubes, the low conversations of neighbors, and the continuous buzzing of coffee machines - these everyday white noises form the background for reading.

Through the online mini program of the event, Rika can also see the updates of twelve other coffee shops. She found that the book selection tastes of several stores were very close to her own choices, which made her feel a tacit understanding across distances. Digital tools connect these scattered strongholds, while the real connection occurs between people and books, people and people.

Outside of book fairs, literature has never been absent - it is hidden on bookshelves by the bar, in activity manuals scattered on side tables, and on cute stickers. This summer, when you open the door and walk into a coffee shop, order a cup of coffee, and open a book, you respond to the city's call to literature at your own pace.

Source: Xinmin Evening News Author: Xu Yisheng