The previous two pop-up stores opened at Sanlitun in Beijing in 2017 and at Huangshan in Anhui province in 2018. The first outlet is "Five Sense" coffee store while the latter is "Natural Sense" outlet.

"China is a potential market for coffee consumption and the fastest-changing country in the world," Rashid Qureshi, president and CEO of Nestlé China. "We need to constantly refresh our brand portfolio to appeal to consumers."

The pop-up store aims to create an immersive experience that blends culture, architecture and art, in order to keep up with the ever-changing demands and consumption trend, Qureshi added. Altug Guven, senior vice-president of Nestle China's coffee business unit, said China's coffee market is increasingly dynamic and he sees more growth out of this category.