Sinsian Black Jelly dessert cafe launches in Beijing

Grass jelly dessert brand Sinsian Black Jelly has launched in Beijing.

The retailer’s location within Beijing’s Hello Mart shopping market was conceptually designed by 5 Star Plus Retail Design, inspired by Sinsian’s brand identity promoting tradition, health, and purity.

“It was important for this store design to feel open and transparent, evoking feelings of trust and confidence towards the product,” read an email from the firm to Inside Retail Asia. “All of the ingredients, preparations, and personnel were designed to be clearly visible to the customer.”

The minimalist features of the store’s design are intended to showcase the product, with a semi-transparent kitchen window to attract customer curiosity, leading them through a straight path from beginning to end. The venue features LED screens and glass walls adorned with hand-drawn motifs of natural herbs and leaves in a move to highlight the quality of the desserts. Light, warm colours accent the traditional blue fish scale tiles decorated across the bar.


Sinsian has also implemented a simple purchase experience, whereby customers are lead through three steps of choosing their jelly, picking their toppings, and deciding on the variety of sweetness.

The brand’s grass jelly product is stored in traditional wooden tubs, while the toppings are labeled with traditional wooden tags in keeping with the theme of the conceptual design.

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