Shanghai now has a Givenchy breakfast pop-up with 3 RMB youtiao

Givenchy just gave Shanghai one of its funniest luxury crossovers: a three-day breakfast pop-up where the French fashion house is serving classic local morning food with full GIVENCHY PARIS packaging.

From May 22 to 24, the brand teamed up with three local Shanghai spots to launch “Givenchy Breakfast,” with items like soy milk, youtiao, xiaolongbao, egg pancakes, and the very Shanghai “Four Heavenly Kings” breakfast combo. The best part? Prices start from 3 RMB, around 40 US cents. The full combo costs 38 RMB and is big enough for two people. Luxury, but edible and actually affordable. 🥢

The campaign also plays with one of Givenchy’s most famous fashion moments: Audrey Hepburn’s little black dress in Breakfast at Tiffany’s. But instead of a polished New York window display, Givenchy brought the idea of a “couture breakfast” to Shanghai’s street-food scene.

There’s also a celebrity touch from Chinese actor and singer Fan Chengcheng. Ahead of the pop-up, Givenchy released a breakfast-themed photoshoot of him holding branded soy milk cups, youtiao, and egg pancakes, with the campaign inviting fans to try the breakfast he was pictured with.

During the pop-up, all three stores turned that into part of the menu concept, which quickly became an online joke: “He didn’t come, but his breakfast did.”

And because the main Huaihai Road store opens from 10 PM to 5 AM, people are now calling it “breakfast for young people,” aka designer-label late-night snack behavior. 38 RMB to get Givenchy packaging, Shanghai breakfast, and a tiny celebrity-fan ritual? Honestly, not the worst deal in luxury. ✨