Starbucks says it is creating 'interest-community hubs'

Starbucks China on Tuesday announced a partnership with the Chinese lifestyle-sharing app Xiaohongshu, or RedNote, application, to launch the exclusive "interest-community space" program, aiming to better engage with the country's booming interest-based communities.

The coffee chain has selected more than 1,800 stores across China and updated them four passions — pets, handicrafts, cycling, and running — and handing the "keys" of store operations to like-minded Starbucks employees.

Yang Zhen, chief growth officer at Starbucks China, said community is in Starbucks' DNA. "Community is no longer just the neighborhood around a store; it's also the online group formed by shared interests."

"With our diverse third-place environment and passionate partners, we'll offer tailor-made services and experiences, encouraging young enthusiasts to discover their peers and meet up at our stores," said Yang.

Bai Ban, head of community marketing of RedNote, said they expect the offline events to spark fresh inspiration and high-quality content that will flow back online and energize even more communities.

The first 1,800 interest-community spaces will roll out passion-specific, personalized experiences, including pet-friendly spaces: 450 and more stores already welcome pets with free "Puppuccinos", joined by pet parties, birthday bashes, and adoption days, turning stores into social hubs for pets and their owners.

For those who have passions for handcrafts, more than 1,000 Starbucks store will be creative studios for DIY lovers. Partners will lead blind-box craft sessions and share coffee knowledge, giving every guest a healing, hands-on experience.

Roughly 50 stores will serve as pit stops and meeting points for cyclists. Each is equipped with a handy pump; select locations add professional bike racks. Riders can rehydrate for free and enjoy limited-time "free size-up" refills—fuel for the road and a morale boost in one cup.

Another 50 locations are tailored for runners. Stretch or cool down in a comfortable setting, with complimentary "free size-up" drinks or plain water on offer.

For Gen-Z, hobbies are more than pastimes — they're anchors for self-fulfillment, connection, and identity. Interest-based communities are flourishing.

Customer enthusiasm inspired the chain to fuse cafe culture with interest-driven socializing, sparking this partnership, said the company.