The number of posts containing the keywords "county" and "coffee" on the Xiaohongshu, or Little Red Book, lifestyle platform had increased by 202 percent year-on-year in the first half of 2022, according to the 2022 coffee trend keywords report released on Saturday at the Bund Financial Center shopping mall in Shanghai.

This finding means that coffee culture is no longer exclusive to major cities and more coffee shops have taken root in the counties, a representative of Xiaohongshu said during the Coffee Night event during Shanghai Coffee Culture Week.

The report also showed that searches related to convenience store coffee on Xiaohongshu grew 117 percent year-on-year, an indication that consumers have no qualms switching between specialty coffee and convenience coffee.