SCANNOW 城市編輯室-心度探索（Deep Dive）- Hashtag Coffee

店主的話

2014年，在紐約的世界拉花咖啡比賽上，一位年輕的咖啡師以精湛的技藝榮獲世界第二的佳績，這份榮譽是對Jack多年努力的最高肯定。然而，當時香港的拉花文化尚未普及，這份熱情似乎還需要一個廣闊的舞台。他熱愛旅行，每到一個城市，最喜歡流連於當地的咖啡店，觀察它們的運營模式，心中悄悄萌芽著將國外那種充滿人情味的咖啡體驗帶回香港的夢想。

三年後的2017年，一次哥本哈根的旅程，徹底點燃了Jack心中的火花。他走進一家設計極簡的咖啡店，店內只有一張長桌，客人與咖啡師之間近乎零距離的互動，營造出了一種前所未有的親密感和交流樂趣。那一刻，他意識到，拉花技藝不僅僅是視覺上的享受，更是一種能夠連結人與人之間情感的語言。這個領悟，讓他開始思考如何將自己對咖啡的狂熱與拉花藝術，透過更深層次的互動，傳遞給更多的人。

到了2019年，他已累積了豐富的咖啡店運營經驗，從前線服務到後台支援，從生豆烘焙到咖啡沖煮，每個環節都瞭如指掌。然而，最終他發現，心中最熱愛的依然是那份在咖啡液面上創造藝術的激情——拉花藝術。於是，一個屬於他自己的舞台誕生了——「#Coffee」。這個名字，不僅僅是咖啡，更是一種宣言：希望用咖啡連結更多的人。他想像著，顧客可以近距離欣賞他每一次拉花的過程，感受那份手作的溫度和匠心，讓咖啡不再只是一杯飲品，而是一種充滿故事與情感的獨特體驗。

品牌故事

咖啡杯上的獨特溫情：#Coffee的三個靈魂

若要為 #Coffee 描繪出三個靈魂詞彙，那便是「獨特性」、「高品質」和「有驚喜」。這三個詞彙如同品牌的DNA，深深烙印在每一杯咖啡之中。

首先是「獨特性」。在 Jack 的巧手下，每一杯拉花咖啡都是市場上難以複製的藝術品。他將對生活的感悟、對世界的觀察，甚至是顧客當下的心情，都融入了咖啡的液面之上。那不是簡單的圖案，而是獨一無獨的視覺享受，讓每一位顧客都感受到專屬的體驗，仿佛手捧著一件可以品嚐的藝術品。

再來是「高品質」。Jack 深知，再美麗的拉花，若沒有紮實的品質作為支撐，也只是徒有其表。因此，他對於原材料的選擇近乎苛刻，從咖啡豆的來源到牛奶的品質，都經過嚴格把關。同時，他對自身的技術更是精益求精，確保每一杯咖啡不僅賞心悅目，更能在味蕾上留下深刻的印記。這份對品質的堅持，是 #Coffee 成功的基石，讓顧客在欣賞藝術的同時，也能享受咖啡的純粹美好。

最後是「有驚喜」。每一次踏入 #Coffee，都像是一場充滿期待的探索。 Jack 不斷挑戰自我，每次為顧客呈現的拉花圖案都可能不同，這份不斷變化的創意，讓每一次的消費都充滿新鮮感和驚喜。顧客永遠不知道下一杯咖啡會帶來怎樣的視覺饗宴，這種未知的期待，正是 #Coffee 獨特的魅力所在，也讓每一次與咖啡的相遇都變成了一次難忘的體驗。這三個詞彙共同勾勒出 #Coffee 的核心價值，吸引著每一位熱愛咖啡與藝術的靈魂。

創業路上的溫暖回饋：咖啡師的堅持與夢想

在 #Coffee 創業的初期，雖然 Jack 從未有過放棄的念頭，但心中那份想要做得更好的渴望卻異常強烈。他深知，創業之路充滿挑戰，而支撐他一路走來的，是來自四面八方的溫暖回饋。

客人的滿意笑容、家人的殷切支持、朋友的鼓勵話語，這些正面的反饋如同甘霖，滋潤著他前行的每一步，讓他真切地感受到自己的努力是有意義的。每當夜深人靜，回想起那些溫暖的瞬間，疲憊便煙消雲散，取而代之的是更加堅定的信念。

更深層次的力量，則源於 Jack 內心深處那份未曾實現的熱情與構想。他心中藏著許多關於咖啡、關於藝術、關於人與人連結的夢想，而 #Coffee 正是他築夢的舞台。在這些美好的願景尚未化為現實之前，他深知自己必須努力堅持下去，讓品牌得以「活下來」並持續成長。這份對夢的執著，驅使他不斷突破困境，即使面對再大的挑戰，也能保持一份積極樂觀的心態，因為他知道，只有堅持，才能看到夢想綻放的那一天。

當咖啡遇見日常靈感：咖啡師的使命感

在 #Coffee 的日常營運中， Jack 總會迎來許多讓他感到「這就是我想做的事」的瞬間。這些瞬間大多發生在他將生活中的點滴靈感與想法，透過 #Coffee 這個平台完美呈現，並得到顧客正面回饋與支持的時候。

每當他將一份對咖啡的熱情傾注於拉花之中，顧客在品嚐時臉上流露出的滿足笑容，便成了他最大的動力。那一刻，他會清晰地感受到這份工作的意義與價值。對 Jack 而言，做好每一杯咖啡，已不再僅僅是一項技藝，而是一種使命，一種讓他每天都充滿動力和熱情去創作、去連結的使命。正是這些被肯定的瞬間，不斷地驗證著他所選擇的方向是正確的，也讓他更堅定地投入到咖啡藝術的創作之中。

「Magic」：一杯連結你我的奇幻體驗

在 #Coffee 眾多受客人喜愛的產品中，招牌拉花咖啡「Magic」無疑是最受歡迎的。它之所以特別，在於每一杯「Magic」都是獨一無二的藝術品。

更令人驚喜的是，#Coffee 鼓勵顧客參與到創作之中。他們可以指定拉花的圖案。這種互動模式，讓顧客不僅是旁觀者，更是創作過程的參與者。每一杯顧客指定圖案的「Magic」，都融入了他們自己的想法和故事，從而讓每一杯咖啡都帶有了獨特的意義。正是這種結合了技術、創意和互動的獨特性，讓「Magic」成為了 #Coffee 最受歡迎的產品，也讓每一位顧客在品嚐咖啡的同時，都能感受到一份專屬的魔幻體驗。

數字裡藏著對咖啡的溫柔：Jack的堅持與細膩

在 #Coffee 的日常營運中，Jack 有一項非常堅持的小細節，是許多客人可能不會注意到，但他卻認為絕對不可或缺的，那就是對影響咖啡風味的「數字細節」的精準掌控。

這些細節包含了奶泡的溫度、咖啡萃取率、沖泡時間、水溫、研磨度以及出品速度等等。對於許多人來說，這可能只是些冰冷的數字，但在 Jack 眼中，它們卻是確保每一杯咖啡品質的生命線。他深知，即使是微小的偏差，都可能對咖啡的風味產生巨大的影響。因此，他像一位嚴謹的科學家，精確地測量、記錄，並反覆調整這些數值，確保每一杯咖啡都能達到他心中完美的標準。

這些看似微不足道的細節，正是 #Coffee 高品質的幕後英雄。它們保證了每一滴咖啡都能呈現出最佳的香氣與口感，即使客人無法察覺到這些數字的存在，卻能在味蕾上感受到那份始終如一的卓越。這份對細節的極致追求，正是 Jack 對咖啡藝術的熱愛和堅持的體現。

靈感枯竭的治癒：回顧、遊戲與世界探索

當靈感枯竭的陰影籠罩而來時，Jack 總有自己獨特的應對方式。他會選擇回顧過往的作品，不僅僅是欣賞，更是為了從中尋找可以改進和修飾的空間。有時候，那些曾經的設計，就像埋藏的寶藏，在重新審視時會激發出全新的靈感火花。

另一個讓他重拾創作熱情的方法，便是進入遊戲世界。對於 Jack 來說，遊戲不僅僅是消遣，更是一個放鬆身心、暫時放下創作壓力的出口。在虛擬的世界裡，思維可以更自由地馳騁，不受現實的束縛，而遊戲中千變萬化的場景和情節，也常常成為他意想不到的靈感來源。

此外，Jack 也鼓勵自己多觀察和嘗試，走出舒適圈。他會細心觀察周圍的事物，從不同的角度和領域去尋找靈感。這種不斷開闊視野的習慣，讓他即使面對靈感枯竭的挑戰，也能找到源源不斷的動力，讓創作之路持續充滿活力。

「小伙子」的咖啡哲學：勇敢做自己

如果讓 #Coffee 化身為一首歌，那它會是 Supper Moment 的《小伙子》。其中這句歌詞「活像木偶誰會在意，在幻變領略了最重要」對 Jack 來說有著特別的意義。

他認為，在日常生活中，許多人可能會不自覺地按照別人的期望行事，如同被線操控的木偶，漸漸迷失了自我。這句歌詞提醒著人們，要勇敢地擁有自己的主見，去追求內心真正渴望的生活。香港這個城市瞬息萬變，充滿了未知與挑戰，這種變化有時可能會讓人感到不安甚至迷茫，但 Jack 堅信，這正是成長的必經過程。在這些變幻中，最重要的是要找到並專注於那些真正有意義、有價值的事物。

因此，#Coffee 就像這首《小伙子》一樣，傳遞著一份真摯的訊息：勇敢地做自己，珍視內心的價值觀，無論面對多大的挑戰，都能保持那份真實與熱情。它是一首獻給所有在城市中奮鬥的「小伙子」的歌，提醒著大家，咖啡不僅僅是提神的飲品，它更是一種精神的寄託，一份可以共同分享的熱情，以及一個在變幻中找到真我的空間。

靈感相遇：一杯咖啡的雙向交流

在 #Coffee 的日常營運中，有一次特別的經歷讓 Jack 印象深刻。那時候，他全心專注於自己的創作，有時難免會忽略了來自外界的靈感和想法。然而，一位特別的客人，卻打破了他的慣性。這位客人提出了一個大膽的要求：希望 Jack 嘗試創造一種全新的拉花圖案。

這個突如其來的挑戰，就像一道光照亮了 Jack 的創作之路。他意識到，與客人的交流不僅能激發新的創意，更能讓他看見拉花的更多可能性。這次挑戰促使他跳出舒適區，嘗試不同的技術和圖案設計，從而拓寬了自身的創作範疇。更重要的是，客人的想法和故事，讓他開始思考如何將這些獨特的經歷融入拉花之中，讓每一杯咖啡都帶有了獨特的意義。每一次嘗試新圖案的過程，都是一次寶貴的學習，促使他不間斷地改進自己的技術和創作理念。

這次與客人的交流，不僅提升了 Jack 的技能，也讓他更加開放於探索新的可能性，並在創作中找到更多樂趣，讓每一杯咖啡都成為了充滿故事的藝術品。

時光回溯：給十年後的自己一個擁抱

如果能有機會對十年前的自己說一句話，Jack 會溫柔而堅定地說：「努力去追求你想要的生活，無論那條路多麼艱辛，相信總有一天會迎來轉機。」

這句話，不僅僅是一句鼓勵，更是他多年來親身經歷的總結。它提醒著年輕的自己，要始終堅持內心的信念，追隨自己的熱情，即使面對重重困難和未知的挑戰，也要相信未來充滿無限的可能性。

活在當下：咖啡杯中的美好凝結

#Coffee 希望大家當下最能感受到的，是兩種深刻的體驗：

首先，是拉花技藝的精湛。每一杯咖啡，都是 Jack 精心製作的藝術品，其中蘊含著他對細節的極致追求和對品質的堅定不移。希望顧客在端起咖啡的那一刻，能感受到指尖傳來的溫度，以及視覺上拉花圖案帶來的驚嘆，體會到這份手作的溫度和匠心。

其次，是對咖啡的狂熱。Jack 希望每一口咖啡都能讓顧客感受到他對咖啡文化的熱愛，這份熱情是如何真切地融入到每一杯咖啡的製作過程之中。這不僅僅是味蕾上的享受，更是一種情感上的共鳴。

最終，#Coffee 希望每位客人在品味咖啡的同時，都能夠真正享受眼前的美好，讓時間彷彿凝結在這一刻，全身心地體會到這份熱情與藝術完美結合的獨特魅力。

地址：西環西營盤高街99號地下B舖

營業時間：星期一/三至五：08:00 - 16:00 星期六日公眾假期：09:00 - 17:00

A Message from the founder

In 2014, at the World Latte Art Championship in New York, a young barista achieved an impressive second place globally. This honor was the ultimate affirmation of Jack's years of dedication. However, at that time, latte art culture was not yet widespread in Hong Kong, and his passion seemed to require a broader stage. He loved to travel, and in every city he visited, he enjoyed lingering in local coffee shops, observing their operations. A dream quietly germinated in his heart: to bring the kind of warm, human-centric coffee experience from abroad back to Hong Kong.

Three years later, in 2017, a trip to Copenhagen completely ignited the spark within Jack. He stepped into a minimalist coffee shop where there was only a long table, allowing customers and baristas to interact almost at zero distance. This created an unprecedented sense of intimacy and joy of connection. At that moment, he realized that latte art was not just a visual delight but a language that could connect people's emotions. This realization prompted him to consider how to convey his passion for coffee and latte art to more people through deeper interaction.

By 2019, he had accumulated rich experience in coffee shop operations, from front-line service to back-end support, from green bean roasting to coffee brewing. He was intimately familiar with every aspect. However, he ultimately discovered that his deepest love remained the passion for creating art on the surface of coffee—latte art. Thus, a stage of his own was born: "#Coffee." This name was more than just coffee; it was a declaration: to connect more people through coffee. He envisioned customers being able to closely watch his latte art process, feeling the warmth and craftsmanship of his handmade creations, transforming coffee from merely a drink into a unique experience filled with stories and emotions.

Brand Story

Unique Warmth on the Coffee Cup: The Three Souls of #Coffee

If one were to describe #Coffee with three soul-defining words, they would be "uniqueness," "high quality," and "surprise." These three words are like the brand's DNA, deeply imprinted in every cup of coffee.

The first is "uniqueness." Under Jack's skillful hands, every latte art coffee is an inimitable work of art in the market. He infuses his reflections on life, observations of the world, and even the customer's current mood onto the surface of the coffee. It's not just a simple pattern but a unique visual delight that offers each customer an exclusive experience, as if holding a palatable piece of art.

Next is "high quality." Jack deeply understands that even the most beautiful latte art, without solid quality to support it, is merely superficial. Therefore, he is almost meticulous in his selection of raw materials, strictly controlling everything from the origin of the coffee beans to the quality of the milk. At the same time, he continuously refines his techniques, ensuring that every cup of coffee is not only visually pleasing but also leaves a lasting impression on the palate. This commitment to quality is the cornerstone of #Coffee's success, allowing customers to enjoy the pure beauty of coffee while appreciating the art.

Finally, there is "surprise." Every visit to #Coffee is like an exploration filled with anticipation. Jack constantly challenges himself, and the latte art patterns he presents to customers may vary each time. This ever-changing creativity ensures that every purchase is filled with freshness and surprise. Customers never know what visual feast the next cup of coffee will bring. This element of unknown anticipation is the unique charm of #Coffee, making every encounter with coffee a memorable experience. These three words collectively outline the core values of #Coffee, attracting every soul who loves coffee and art.

Warm Feedback on the Entrepreneurial Journey: A Barista's Perseverance and Dreams

In the early stages of #Coffee's entrepreneurship, although Jack never thought of giving up, his desire to do better was exceptionally strong. He deeply understood that the path of entrepreneurship is full of challenges, and what sustained him throughout was the warm feedback from all directions.

The satisfied smiles of customers, the earnest support of family, and the encouraging words of friends—these positive feedbacks were like sweet rain, nourishing his every step forward, making him genuinely feel that his efforts were meaningful. Whenever it was late at night and he recalled those warm moments, fatigue would disappear, replaced by an even stronger conviction.

A deeper source of strength came from Jack's unfulfilled passion and vision within his heart. He harbored many dreams about coffee, art, and connecting people, and #Coffee was his stage for building these dreams. Before these beautiful visions could materialize, he knew he had to persevere, allowing the brand to "survive" and continue to grow. This dedication to his dreams propelled him to overcome difficulties, maintaining a positive and optimistic attitude even in the face of significant challenges, because he knew that only through perseverance could he see his dreams blossom.

When Coffee Meets Everyday Inspiration: A Barista's Sense of Mission

In the daily operations of #Coffee, Jack often encounters moments that make him feel, "This is what I want to do." These moments mostly occur when he successfully transforms inspirations and ideas from his daily life into reality through the #Coffee platform, receiving positive feedback and support from customers.

Whenever he pours his passion for coffee into latte art, the satisfied smiles on customers' faces as they taste his meticulously crafted coffee become his greatest motivation. In that moment, he clearly perceives the meaning and value of his work. For Jack, making every cup of coffee well is no longer just a skill, but a mission—a mission that fills him with daily motivation and passion to create and connect. It is these moments of affirmation that constantly validate his chosen direction, strengthening his commitment to the art of coffee creation.

"Magic": A Fantastic Experience Connecting You and Me

Among #Coffee's many beloved products, the signature latte art coffee "Magic" is undoubtedly the most popular. Its special quality lies in the fact that every "Magic" cup is a unique work of art.

Even more surprising, #Coffee encourages customers to participate in the creation. They can specify the latte art pattern. This interactive model allows customers to be not just observers but also participants in the creative process. Each "Magic" cup with a customer-specified pattern incorporates their own ideas and stories, thus giving every cup of coffee a unique meaning. It is this unique combination of skill, creativity, and interaction that makes "Magic" #Coffee's most popular product, allowing every customer to experience a personalized magical touch while savoring their coffee.

Gentleness Hidden in Numbers: Jack's Persistence and Delicacy

In the daily operations of #Coffee, Jack has a highly particular small detail that many customers might not notice, but which he considers absolutely indispensable: the precise control of "numerical details" that affect coffee flavor.

These details include milk foam temperature, coffee extraction rate, brewing time, water temperature, grind size, and serving speed, among others. For many, these might just be cold numbers, but in Jack's eyes, they are the lifeline for ensuring the quality of every cup of coffee. He knows that even minor deviations can significantly impact the coffee's flavor. Therefore, like a meticulous scientist, he precisely measures, records, and repeatedly adjusts these values to ensure that every cup of coffee meets his perfect standard.

These seemingly insignificant details are the unsung heroes behind #Coffee's high quality. They guarantee that every drop of coffee delivers the best aroma and taste. Even if customers are unaware of these numbers, they can sense that consistent excellence on their palate. This extreme pursuit of detail is a testament to Jack's passion for coffee art and his unwavering persistence.

Healing from Creative Block: Review, Gaming, and World Exploration

When the shadow of the creative block descends, Jack always has his unique ways of coping. He chooses to review his past works, not just to admire them, but to find areas for improvement and refinement. Sometimes, those former designs, like buried treasures, can ignite new sparks of inspiration upon re-examination.

Another method that helps him regain his creative passion is to enter the world of gaming. For Jack, gaming is not just a pastime but an outlet for relaxation and temporarily setting aside creative pressure. In the virtual world, thoughts can roam more freely, unconstrained by reality, and the ever-changing scenes and plots within games often become unexpected sources of inspiration for him.

Furthermore, Jack encourages himself to observe and experiment more, stepping out of his comfort zone. He meticulously observes his surroundings, seeking inspiration from different angles and fields. This habit of continuously broadening his horizons ensures that even when facing the challenge of creative block, he can find an endless supply of motivation, keeping his creative journey vibrant.

The "Youngster" Coffee Philosophy: Dare to Be Yourself

If #Coffee were a song, it would be Supper Moment's "The Youngster" (小伙子). The lyric "Who would care if you live like a puppet, learning what's most important amidst changes" holds special meaning for Jack.

He believes that in daily life, many people might unconsciously act according to others' expectations, like puppets controlled by strings, gradually losing themselves. This lyric reminds people to bravely assert their own opinions and pursue the life they truly desire. Hong Kong, this city, is constantly changing, full of unknowns and challenges. While these changes can sometimes cause unease or confusion, Jack firmly believes that this is an essential part of growth. Amidst these transformations, the most important thing is to find and focus on what is truly meaningful and valuable.

Therefore, #Coffee, much like "The Youngster," conveys a sincere message: dare to be yourself, cherish your inner values, and maintain that authenticity and passion no matter how great the challenges. It's a song dedicated to all the "youngsters" striving in the city, reminding everyone that coffee is not just a stimulating drink; it's also a spiritual solace, a shared passion, and a space to find your true self amidst change.

Encountering Inspiration: A Two-Way Coffee Dialogue

In the daily operations of #Coffee, a particular experience left a deep impression on Jack. At times, fully immersed in his own creations, he would inadvertently overlook external inspirations and ideas. However, a special customer broke his routine. This customer made a bold request: to try and create an entirely new latte art pattern.

This unexpected challenge was like a light illuminating Jack's creative path. He realized that interaction with customers could not only spark new ideas but also reveal more possibilities for latte art. This challenge pushed him out of his comfort zone, encouraging him to experiment with different techniques and pattern designs, thereby expanding his creative scope. More importantly, the customer's ideas and stories led him to consider how to integrate these unique experiences into latte art, giving each cup of coffee a distinct meaning. Every attempt at a new design became a valuable learning experience, prompting him to continuously refine his techniques and creative philosophy.

This interaction with the customer not only enhanced Jack's skills but also made him more open to exploring new possibilities and finding more joy in his creations, transforming every cup of coffee into a work of art full of stories.

Looking Back in Time: A Hug for My Ten-Years-Ago Self

If given the chance to say one thing to his ten-years-ago self, Jack would gently yet firmly say: "Work hard to pursue the life you want, no matter how tough the road may be; believe that a turning point will come someday."

This statement is more than just encouragement; it's a summary of his personal experiences over the years. It reminds his younger self to always hold onto inner convictions, follow his passions, and even in the face of numerous difficulties and unknown challenges, to believe in the limitless possibilities of the future.

Living in the Present: Beauty Frozen in a Coffee Cup

#Coffee hopes that what customers feel most profoundly in the present moment are two distinct experiences:

Firstly, the mastery of latte art. Each cup of coffee is a meticulously crafted work of art by Jack, embodying his extreme pursuit of detail and unwavering commitment to quality. He hopes that the moment customers pick up their coffee, they feel the warmth from their fingertips and the visual astonishment brought by the latte art, appreciating the handcrafted warmth and artistry.

Secondly, the ardent passion for coffee. Jack hopes that every sip of coffee allows customers to feel his deep love for coffee culture and how genuinely this passion is infused into the making of every single cup. This is not merely a sensory pleasure but also an emotional resonance.

Ultimately, #Coffee hopes that while savoring their coffee, every customer can truly enjoy the beauty of the present moment, allowing time to seemingly freeze at that instant, wholeheartedly experiencing the unique charm of this perfect blend of passion and art.

Address: No.99 B High Street G/F, Sai Ying Pun

Business Hour:  Mon, Wed to Fri : 08:00 - 16:00  Sat Sun and PH : 09:00 - 17:00