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Costa’s first China store reopens after recast

Costa’s store in the pedestrian section of Nanjing Road E. reopened on November 4. Costa’s Master of Coffee Gennaro Pelliccia and Managing Director for Asia Esteban Liang attended the opening ceremony with friends from the media.

The store, which is Costa’s first outlet in China, has been restyled to show elements of modern life in London while retaining the unique brand and character of Costa Coffee.

Pelliccia, who flew to Shanghai from London, not only to examine the result of the store renovation, but also to conduct the Coffee Masterclass for invited guests. Pelliccia has the “world’s most expensive tongue” which he insured for £10m.

The guests were shown different kinds of coffee beans and were taught to make a cup of coffee by the Master of Coffee. In the end, Pelliccia presented each of his “students” with a diploma.


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