The “blend bean concept” introduced by Soul ● Song offers diverse flavours. Credit: Evgeny Karandaev/ Shutterstock.

Chinese bakery chain Chanson International has partnered hotel and restaurant management enterprise Xinjiang Hengtai Investment, to launch its coffee brand, Soul ● Song, in Yili, Xinjiang, China.  

The innovative “blend bean concept” introduced by Soul ● Song offers diverse flavours catering to individual tastes. 

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Chanson opened a Soul ● Song café at the Nalati National Tourist Resort in collaboration with Xinjiang Hengtai in Yili in July 2024, and its popularity and sales quickly broke records for the company.  

The café achieved impressive sales figures, reaching 30,000 yuan ($4143.27) on two separate days in August. 

These figures represent the highest daily sales achieved by the company for its coffee products to date. 

Chanson CEO and chairman of the board of directors Gang Li said: “The introduction of the franchise model is a key milestone in the growth of our Soul ● Song brand and underscores a commitment to enhancing our marketing strategy and brand visibility. 

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“After thorough investigation and analysis, we selected the picturesque and culturally rich 5A-level tourist resort in Nalati as the ideal location to showcase our brand’s uniqueness and positioning within a high-quality consumption environment.  

“5A-level tourist resort is the highest rating by the government, awarded to China’s most important and well-maintained tourist attractions. Our goal is to provide consumers with an unprecedented experience that combines food and cultural elements. We believe that this franchise model will foster sustainable growth for Chanson while contributing to the vitality of Xinjiang’s local tourism economy.” 

The launch is Chanson’s inaugural venture into franchising and represents a synergistic partnership with Xinjiang Hengtai. 

Chanson now plans to capitalise on its influence in the Yili region.  

The company has set an ambitious target to open five additional Soul ● Song cafés under the franchise model by the end of 2025.