From 6 June to 22, Longchamp is bringing a slice of Paris to Sanlitun, one of Beijing’s busiest neighborhoods. Its “Inspiration Map” pop-up, created by French illustrator and ceramic artist Constantin Riant, transforms the space into a whimsical micro-street using his signature blue-and-white palette. The setup features a flower shop, bakery, café, and bookstore—blending Parisian charm with the energy of urban Beijing.
Step inside, and it feels like you’re strolling through a quiet Paris street. Longchamp brand ambassadors Li Yitong, Wang Manyu, and Li Sirong each took turns as one-day shop managers, offering guests fresh bouquets, warm bread, and coffee. The event also showcases the Longchamp × Constantin Riant capsule collection, inspired by workwear style and rooted in the brand’s craftsmanship and creativity.
Longchamp isn’t the only one jumping on the bakery trend. Premium bakeries are booming across China, especially in high-traffic malls. At Hopson One Mall in Beijing alone, more than 20 bakeries are open. On Rednote, users joke about palm-sized loaves selling for over 30 RMB (about 5 USD): “Is it just me, or is bread getting crazy expensive? At this rate, I’ll need a purchase history to buy one, like at Hermès.” Still, many young customers are happy to wait—sometimes months—for a bite of the latest must-try loaf.
But behind the hype, it’s not all sweet. A wave of upscale bakeries has already crashed in recent years, struggling with high costs, weak innovation, and too much reliance on social media buzz. According to Meituan, from January to October 2024, over 82,000 bakeries in China closed, while 75,000 opened—a closure rate of 25%. Most last just 32 months, and nearly 60% fold within two years.
Still, this isn’t just about bread. The bakery craze reflects a shift in lifestyle. Today’s consumers aren’t just buying food—they’re buying an experience, a bit of ritual, something Instagrammable. One loaf can say a lot about taste, status, and identity. And as the market continues to evolve, so will the expectations—bread included.