From October 18 to 30, Shanghai-based Manner Coffee is bringing camping indoors with the help of Chums Camp, a British outdoor gear brand.
The collab, which mainly consists of made-for-social media arrangements of Chums’ tents, folding chairs, and the occasional RV, can be found in five Manner Coffee stores in Shanghai.
The two brands are also co-promoting a special-edition ‘Caramelized Chestnut Latte’ to highlight the flavors of autumn.
Manner’s collaboration with Chums is an extension of their Manner Camp initiative, which they began last year.
Manner Camp’s goal is to bring coffee drinking into the outdoors. Since its inception, there have been Manner Camp events in Chinese wilderness locales like Beidahu and Yangshuo.
Manner Coffee’s venture into camping reflects the rapid expansion of glamping – ‘glamorous camping’ – in China.
It seems that camping tastes are leaning further towards creature comforts. The activity has gone from rugged outdoor adventures to glamping luxury, and now it’s heading indoors.
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