Morning News Reporter Feng Na Zheng Kaining Pan Chengfeng Correspondent Wang Yanyu Huang Huiying
When the mellow aroma of street coffee permeates the streets and alleys of the night market, the coolness of beer in the night market and the coastal night color, Siming District is using "coffee wine" as a medium to write a new answer to consumption upgrading during the 25th China International Investment and Trade Fair.
Recently, two major "highlights" of Xiamen Coffee Consumption Week and Xiamen Beer Consumption Season have appeared in Siming one after another. As the core supporting activities of the 2025 Siming District Investment Cooperation Conference, from the "sunrise" and "sunset" themed double stores on Huandao Road to the coffee market on Zhongshan Road, from the dual-brand theme exhibition area of the Convention and Exhibition Center to the beach beer party of Coconut Fengzhai, Siming District takes "experience-based consumption" as a starting point to connect the diverse resources of "business, tourism, culture, sports, and exhibition", which not only allows guests and friends from all over the world to immerse themselves in the fireworks and international style of the central urban area, but also promotes the upgrading of investment promotion from "single negotiation" to "ecological resonance", injecting strong momentum into Xiamen's construction of a regional international consumption center city.
Coffee Week
Create a city's characteristic business card in the entire chain
2025 Xiamen Coffee Consumption Zhou Siming Market event was held at the Lujiang Road intersection of Zhongshan Road. Photo provided by the organizer
On September 5, Huandao Road ushered in two "new landmarks" - the dual theme store of Luckin Coffee Huangcuo "Sunrise" and Baicheng "Sunset" were unveiled simultaneously. These two theme stores that opened simultaneously are not only the "opening masterpiece" of the main venue of Zhou Siming, the "Sea Garden, Mellow Xiamen" 2025 Xiamen Coffee Consumption, but are more innovatively integrated into the cultural core: Baicheng "Sunset" store joined hands with the first Zheng Chenggong Cultural and Creative Experience Store to launch the "Luck in Xiamen Success in Siming" city business card plan, cleverly integrating coffee with southern Fujian history and culture, making a cup of coffee a carrier for the public to touch the city's memory.
"From the headquarters settled in Guanyinshan International Business Operation Center in 2018, to growing into a leading company in China's current coffee industry, Luckin's every step is inseparable from the support of Siming District's 'family family'." A relevant person in charge of Luckin Coffee said that Siming District's strong support in planning, policies and resources has provided solid guarantees for the development of the enterprise. During this investment and trade fair, Luckin appeared as the "only designated coffee brand" to provide high-quality coffee services to global customers, which not only demonstrates the brand strength of China's coffee, but also confirms the cooperation story of government and enterprises "growing together and achieving each other".
The excitement of coffee week is not only in theme stores. On September 6, the 2025 Xiamen Coffee Consumption Zhou Siming Market event opened at the Lujiang Road intersection of Zhongshan Road. The 4-day event brought together 29 coffee-related brands, covering local boutique coffee shops such as Lefu, roasting workshops, raw bean trade, smart equipment and cultural and creative peripherals, and built a full-industry chain display scene from "from one bean to one cup of coffee". Citizens and tourists can not only taste diverse coffees, but also participate in interesting interactions such as "coffee portrait" wall and "coffee map". According to statistics, the 4-day event attracted more than 230,000 people to participate, and the cumulative number of views on related topics exceeded 1 million, making it one of the most popular activities of this coffee week.
Local upgrades to connect the world. This coffee week has become Siming's "coffee business card" for the international market. "The coffee atmosphere in Xiamen is far beyond expectations, and the live music performances and cultural displays make the experience richer." Ms. Abbasli Sunal from Azerbaijan praised at the event. She suggested that if more international coffee brands can be introduced in the future, the appeal of the event will be further enhanced.
Beer season
Dual venue activation full-time experience
Foreign friends drink beer at the Heineken^® Siming Beer Carnival. Photo provided by the organizer
The coffee week has not decreased, and the beer feast has begun. From September 7th to 11th, the "Sea Garden, Beautiful Xiamen" 2025 Xiamen Beer Consumption Season Series Events - Heineken^® Siming Beer Carnival bloomed gorgeously in the A7 Hall of Xiamen International Convention and Exhibition Center and the Coconut Wind Village OFFWORK. The event created the "dual venue, dual scene" model for the first time, creating a full-time experience of "business negotiation + leisure and drink" for customers at home and abroad.
In Hall A7 of Xiamen International Convention and Exhibition Center, the designated wine for the 25th Investment and Trade Fair was unveiled at the dual-brand theme exhibition area of Heineken Star Silver and Snow Beer. "Take Exhibition as a Store" to show the brand style to global customers, and provide interactive services such as trial drinking, photo check-in. "This time I participated in the investment and trade fair and chatted with potential partners in the beer exhibition area. The atmosphere was relaxed and pleasant, and I gained unexpected results." Singaporean merchants said that the design of the beer exhibition area not only reflects the professionalism of international brands, but also has a casual atmosphere. This "business + leisure" model is very novel and eye-catching.
It is worth mentioning that Siming District has also jointly launched the "10,000 beer coupons for free delivery" welfare activity with China Resources Beer. Merchants and citizens can check in and collect through on-site interaction or the "Investing and Contracting and Gift" mini program. Merchants who hold the guest certificate of the Investment and Trade Fair can also receive additional beer at the Coconut Wind Village venue, turning business benefits into consumption vitality. Government-enterprise collaboration and multi-party linkage, Siming District innovated the combination model of "beer + exhibition" in this event. While adding color to the investment and trade fair, it also built an international brand display platform for enterprises, helping enterprises expand market channels, realize two-way empowerment of resources and markets, and promote the development of the regional beer economy.
Use beer as the social bond to create a dual scene of "indoor business + outdoor beach". At the Coconut Wind Village scene, the giant beer theme installation complements the beach, the band takes turns to perform, and the special food stalls are crowded in front of them. For five consecutive nights, Coconut Fengzhai transformed into a new beer landmark of "Sea Garden", allowing citizens and tourists to wander in a slightly drunk atmosphere. This beer consumption season also coordinated with the "Nine-Eighth" Investment and Trade Fair "Dream-Chasing Run", organizing merchants, corporate representatives and running enthusiasts to set off from the exhibition center, pass by the "Nine-Eight" Golden Key Check-in point, and finally arrive at the Coconut Wind Village venue, unlocking the new experience of "day competition + night leisure" for participants, turning sports traffic into consumption vitality, and helping the popularity of Xiamen beer consumption season upgrade.
Night Economy
Siming writes a new consumer answer sheet
Sing coffee during the day and drinking at night, Siming District has created a new scene of "day coffee and night wine", allowing consumption vitality to continue from day to late at night, forming a consumption boom of "never close during the whole period". In recent years, Siming District has taken policy drive as the cornerstone, business empowerment as the wings, and special catering as the bridge to illuminate the urban night economy, create a new wave of catering consumption, and paint a new picture of "half-city fireworks and half-city poetry".
Since this year, Siming District's total retail sales of consumer goods account for about 40% of the city, and both total and incremental volume rank first in the city. From January to August, the total retail sales of consumer goods above the limit in the whole region reached 59.6 billion yuan, an increase of 7.6% year-on-year, higher than the city's average growth rate. In 2024, Siming District held more than 400 specialized, professional, and boutique events throughout the year. In the first half of 2025, more than 200 distinctive consumption-promoting theme activities have been held, effectively stimulating citizens' enthusiasm for consumption and enhancing the vitality of the city. Behind the data is the strong driving effect of Siming night economy on the urban economy, and it is also a vivid practice of a central urban area to activate new consumption momentum through innovation and integration.
The vigorous "growth" of the night economy cannot be separated from the nourishment of policy soil. In recent years, Siming District has continuously strengthened policy support, taken multiple measures to stimulate economic vitality, and revised and issued the "Siming District Measures to Promote Quality and Efficiency Improvement in Commercial and Trade Distribution Industry", encouraging the improvement of catering consumption quality, first-store economic development, and commercial and consumption promotion activities, focusing on the creation of the "Ye Siming" brand, and promoting the quality and efficiency of the night economy. In this event, Siming District uses "coffee wine" as a medium to connect the full chain resources of the coffee and beer industries, helping Xiamen's Qianyi coffee industry chain construction and night economy development. A relevant person in charge of the Siming District Commerce Bureau said that in the future, Siming District will continue to focus on consumer innovation, constantly explore diversified integration models such as "coffee +" and "beer +", and continue to empower the consumption field through commercial, cultural, tourism and sports resources, and create a night economic IP with national influence, so that "Ye Siming" will become a powerful "booster" to promote the high-quality development of the city, and contribute more Siming's strength to Xiamen's construction of a regional international consumption center city.
