Consumption vitality is the vibrant foundation of urban development and a key lever for driving domestic demand and empowering economic growth. As a national pilot city for new consumption formats, models, and scenarios, Lanzhou focuses on the launch economy, relying on core business district carriers to continuously introduce Northwest Northwest first exhibition and store resources. Recently, the "Beautiful Coffee" Northwest Debut Exhibition at Lanzhou MixC and the Lanzhou Central Bread Festival 3.0 have successively opened, bringing together top roasting and coffee brands from across the country for staggered appearances, attracting many citizens and tourists to check in and check in. The explosive popularity of these two markets is not only a vivid practice of our city's efforts to strengthen the first-launch economy, but also a powerful exploration of deepening the "Three New" consumption and building a consumption center city in Northwest China.
Drinking it all over the country without leaving Lanzhou
The first specialty coffee market in Northwest China opened at MixC
From May 21 to 24, the first national specialty coffee themed exhibition in Northwest China—the "Wonderful Coffee" Market—opened at Lanzhou MixC. The exhibition, themed "Drink Across the Country Without Leaving Lanzhou," gathered over 50 specialty coffee brands from more than 20 cities including Shanghai, Hangzhou, Guangzhou, and Hong Kong, with over 95% of these brands making their debut in the Gansu-Qinghai-Ningxia region; At the same time, three national coffee competition champions were invited to stay on site, bringing professional brewing and latte art performances, comprehensively popularizing specialty coffee culture and filling the gap in high-quality national specialty coffee exhibitions in Northwest China.
At the scene, the reporter saw many coffee enthusiasts holding stamp collection brochures to check in one by one. Long lines formed in front of booths of well-known brands like Sanmu and Baotang Coffee, with a dazzling array of distinctive drinks like pour-over and specialty cocktails, filling the air with the aroma of coffee. Notably, several coffee brands at this market combined Lanzhou's local characteristics to specially launch limited-edition special blends such as lily, mashed water, and bitter rose, achieving a two-way fusion of trendy coffee and local culture, attracting many citizens and tourists to come specifically to taste them.
"Lanzhou is really getting more and more stylish." Chai Pengfei, a coffee enthusiast waiting in line, couldn't hide his joy and shared with the reporter, "In the past, tasting internet-famous coffee required traveling across provinces. This coffee festival allows us to enjoy coffee from all over the country right at our doorstep at a lower cost and in a more cost-effective way. We also met many like-minded friends on site. It's truly a grand event for 'coffee brains'!" ”
"This is our first time in Lanzhou, and we had a great experience. We didn't even have enough ingredients to prepare, but everyone was super enthusiastic." Uncle Zha Coffee, owner from Foshan, Guangdong, told reporters that the four-day coffee festival made him feel that Lanzhou's specialty coffee consumption atmosphere is rapidly rising. Young people's professionalism in coffee extraction and flavor tasting far exceeds expectations, and the consumption potential is considerable, building a bridge to the Northwest market.
It is reported that this market attracted between 50,000 and 80,000 attendees, effectively driving increased revenue from mall retail, dining, and nearby accommodation formats, strongly activating weekend and nighttime consumption in the city.
More than half of the brands entered Jincheng for the first time
Lanzhou Central Bread Festival 3.0 has gone viral
From June 18 to 21, the Lanzhou Central Bread Festival 3.0 kicked off in full swing. At the scene, the reporter saw the market bustling with people, with over a thousand square meters of outdoor plaza filled with stalls displaying a dazzling array of breads; the aroma of freshly baked butter filled the air, and large groups of "bread heads" came specifically to check in. Long lines formed at the tasting counters, with many citizens holding bread paper bags moving around, creating a lively atmosphere.
It is reported that this Bread Festival brought together over 90 bakery brands from over 30 cities nationwide, including over 40 out-of-town brands. Over 50% of these brands were entering Lanzhou for the first time. The event featured over 3,000 bread items, including trendy bagels, handmade croissants, specialty alkaline water, vintage hard European, and creative Northwest cuisine breads. The scale, number of brands, and variety of items all set new highs for offline bakery markets in Northwest China.
"The people of Lanzhou are incredibly enthusiastic. This is our brand's first entry into the northwest. We were initially worried about insufficient market acceptance, but the consumer atmosphere here was excellent. Within less than two hours of the first day, our signature rural sourdough bread sold out, with customer traffic far exceeding expectations. We are optimistic about the long-term expansion of stores in Lanzhou going forward." said Baudeo German Bakery, the owner of a German bakery from Linyi, Shandong. Reporters noticed that this market brought together northern and southern flavors, featuring popular bakery brands from Shanghai, Chengdu, Hangzhou, and other cities offering trendy sourdough breads and limited desserts, as well as Guizhou's pickled cabbage beef ciabatta, filling a niche local bakery category; Local bakery brands adapted to local conditions, launching flavors with strong local characteristics such as spicy skin baguettes and pickled cabbage dumpling bagels to meet the tastes of local tourists and tourists.
According to the Lanzhou Center event manager, after three rounds of refinement, the Bread Festival has long moved beyond a simple sales model to become a comprehensive platform for new bakery product launches in Northwest China, industry exchanges, and citizen leisure; At the same time, relying on first-time brand resources, it is creating new nighttime consumption and weekend leisure scenarios, helping traditional malls transform into experiential business districts.
Initial economic aggregation
Dual markets empower the "Three New" consumption to improve quality and efficiency
Small markets reflect the major trend of urban consumption upgrades. It is understood that since 2025, the Lanzhou Municipal Bureau of Commerce has introduced multiple special policies to fully support the development of the launch economy, guiding key commercial complexes such as Lanzhou MixC, Guofang Center, and Lanzhou Center to actively introduce high-level first stores and exhibition resources, forming a "launch matrix." This coffee market and bread market are large in scale and complementary in different locations, enriching consumer supply and lowering the barrier to experience, while creating an immersive space combining food + social + culture. This comprehensively supports the city's "three new" consumption construction from three dimensions: business formats, models, and scenarios. Among them, the "Beautiful Coffee" market, as the first exhibition in Northwest China, has become an innovative model integrating the launch economy with cultural, commercial, and tourism models. (Reporter Chang Yajin, text/photos)