On September 20, British luxury soft toy brand Jellycat opened its pop-up Café at China World Mall. According to the somewhat scarce information I found online, it will remain in the mall until the end of this month, unless it gets extended due to its popularity. And oh, has the Jellycat Café been a hit! It's amusing to me that the brand decided to set up in this high-end mall, located between Jintaixizhao and Guomao, considering I first discovered Jellycat at a nearby night market a few years back. Very little in that mall is inexpensive, and this is no different. During my initial encounter with Jellycat, I thought: 1. how cute, and 2. there’s no way anyone would spend a minimum of RMB 200 on these charming teddies just for them to meet the loving chaos of young kids. So, who is Jellycat's target audience?
In my opinion? Mostly adults. And why not? Finding joy in today's world can be quite challenging (gestures dramatically at everything). However, I’ve recently noticed that we’ve become more accepting of the little quirks and whims that add even a slight happiness to our lives—even if they’re a bit childish. I'm not suggesting that little Timmy Rockefeller won't find a pricey stuffed bear under his Christmas tree this year. What I mean is that cuteness sells exceptionally well in East Asia (and perhaps even further afield), and Jellycat is quite prominent in r/plushies (usually in groups). And let’s not forget, my own bed is filled with inexpensive soft toys. So, when a high-end, absurdly niche version of this cuteness hits the upscale stores, and you can find a plushie shaped like a Camembert wedge, a toilet paper roll, or a Parisian macaron, forgive me for guessing it’s your inner child seeking that companionship, potentially affecting your monthly budget.
But I digress. Jellycat Café! China World Mall! I was eager to visit as soon as I accidentally found out about it, and naïve me thought I could simply show up and stroll in. Ha. Wrong. Reservations are necessary. Okay, that’s simple enough. I went to the brand's WeChat mini program (search: Jellycat) ... Ah, they also had a pop-up in Shanghai, which ended on October 12 (more on that shortly). Alright, Beijing. Scrolling down the booking screen ... alright, my name, my phone ... and I pick a date ... oh? Everything’s booked?
While Jesus may have assured the thief on the cross of paradise today, no one can guarantee a visit to the dreaded Jellycat Café. And how many opportunities will you get? I got mine, and here’s what you should know. There’s no official closing date provided by Jellycat on their verified channels. What we do have is an October calendar indicating that bookings open on Tuesdays at noon for the following days. Considering Shanghai’s pop-up opened bookings last on October 6 and closed on October 12, I’m betting that the Beijing Jellycat Café will wrap up at the end of October, because tomorrow (October 21) is the last day bookings will be available for the month. As of now, there were slots open for October 20, 21, and 22, and the establishment operates from 10 AM to 9:30 PM. However, tomorrow will see additional bookings, so I hope that helps!
So what’s the Jellycat Café all about? Coffee, sweet treats, and of course, plenty of plushies? Well ... not quite. You can squeal or groan, but it turns out there’s no actual food or beverages at the venue. Instead, it’s more of an interactive experience where you begin with a showcase of soft toys. After that, it’s time to reach into your wallet at the cashier. Then the (pretend) café segment begins! In the second and final room of the Jellycat Café, cheerful waitstaff will “prepare” your purchase for “consumption”: They may sprinkle imaginary sugar on your chosen Jellycat or if you prefer pretend cream, they’ll douse it on your plushie as well. They might even sing Happy Birthday for you, if needed. I heard them do just that—three times. I wonder how often this happens throughout the day and what thoughts go through their minds after each encore. But sure, let’s say this is all just for kids.
I visited on Monday, October 13, and here are my impressions. Reservations are in one-hour slots, but the numerous rules at the entrance state that customers should not stay longer than fifteen minutes in the actual café. While enforcement depends on the crowd, the 60-minute slots account for the mandatory queuing. Make sure to arrive a bit early; China World Mall is large and can be somewhat confusing to navigate if you’re
You might want to hurry to get a place in line for this... or maybe not?