Exterior of the new concept store of Starbucks in Hangzhou, East China's Zhejiang province. [Photo/Hangzhou Shangcheng Culture and Tourism Investment Holding Group]

Starbucks opened its first intangible cultural heritage-themed concept store in Zhejiang province on Aug 29, located on the historic Hefang Street in Hangzhou's Shangcheng district. The store is housed in a Western-style commercial building, nearly a century old.

It is the fifth ICH-themed store in China for the US coffee chain, following earlier launches in Beijing, Shanghai, Suzhou, and Nanjing.

The Hangzhou store highlights hangluo gauze weaving — a traditional silk craft native to the city — and integrates it with coffee culture through artistic displays, themed beverages, and hands-on workshops. The concept aims to merge historical heritage with modern consumer experiences.

Situated at No 70 Middle Zhongshan Road, the store is part of the Qinghefang historical block. The area also hosts cultural initiatives such as "balcony opera" and collaborates with commercial brands to create immersive performance spaces.

A "balcony opera" is performed at the concept store of Starbucks in Hangzhou. [Photo/Hangzhou Shangcheng Culture and Tourism Investment Holding Group]

According to Hangzhou Shangcheng Culture and Tourism Investment Holding Group, which manages the site, the project adopts a model that balances commercial development with cultural preservation. Streamlined approval processes and coordinated planning have allowed historical buildings to be reused while maintaining architectural integrity.

Looking ahead, the district plans to expand brand collaborations within heritage sites, supporting sustainable development through creative reuse of historical assets.