Case study of Tiaohai Village, a pub celebrated as a “spiritual utopia” for Chinese young adults

Alcoholic drinks have become an essential way for people to set the mood in social settings and to unwind personally, turning them into a low-cost, casual means of socializing. In China, more young people are getting into drinking, but it seems their interest isn’t really in the alcohol itself.

Today’s Chinese young adults are drawn to a low-pressure style of socializing known as “finding a buddy (找搭子).” They’re not avoiding social interactions but are seeking a type of socialization that’s free from the constraints of familiar relationships and doesn’t go too deep. Bars, which use drinking culture to foster social bonds, now need to create new ways for young people to connect while also offering an atmosphere that suits their preference for low-pressure socializing.

Image: Pexels from cottonbro studio.

Tiaohai Village, a pub celebrated as a “spiritual utopia” for young adults

Founded in 2019, a pub brand based on community concept “Tiaohai Village” (跳海酒馆, meaning “Jump Sea“ Pub in English) has caught our eye. With just over 30 locations nationwide, it’s mastered the art of offering emotional value, attracting young adults to what’s often called a “spiritual utopia.” Tiaohai has earned a variety of nicknames—“A refuge for urban workers,” “A shelter for disheartened youth,” and more. With its dim lighting and sub-cultural elements like graffiti and rock music, it’s a place where workers can unwind, chat, and even “go crazy” while enjoying a drink. According to co-founder Sui Yi (随易), Tiaohai generated over ￥100 million ($14 million) in revenue in 2023 by leveraging its community-driven operation. In a time when the online traffic boom is fading, consumer spending is sluggish, and low-price competition is intense, Tiaohai has infused emotional value into its strong content-driven marketing and community-focused operations to stand out. Today’s article will explore what makes Tiahai Village different from other pubs and how it has become a spiritual haven for young people.

Tiaohai pub 's decor. Image: Xiaohongshu @ FDO商业设计 @甜甜u @三倍寿命

Short escape experience: unlock your side hustle as a bartender

Tiaohai regularly recruits part-time bartenders, requiring them to complete three internships before officially starting. By day, they have their own careers, but after 6 p.m., they work at Tiaohai. So far, more than 10,000 people have registered as bartenders, with over 1,000 officially on board, 70% of whom remain active. Through this recruitment, Tiaohai has become a haven for young people looking to escape their daily routines while also easing the bar’s operational pressures. Part-time bartenders and customers mutually convert: satisfied customers often sign up to work part-time, and part-timers invite friends to join, boosting repeat business and attracting new customers.

On Xiaohongshu, you'll find not only many posts sharing visits to Tiaohai pub but also numerous shares about the experience of becoming a Tiaohai's part-time bartender.

Tiaohai has launched a nomadic project, allowing applicants to experience a week of life as a Tiaohai community bar owner at its locations in four non-urban areas: Zhongwei in Ningxia, Fushan Village in Quanzhou, Lijiang in Yunnan, and Huairou in Beijing. Image: WeChat official account @跳海酒馆

Decentralized community building: where creativity and connection thrive

Tiaohai leverages its pub's public nature to transform its spaces into hubs of creativity and art. It offers young people a platform to be seen and heard, amplifying often-overlooked personal experiences. At Tiaohai Village, a variety of events—exhibitions, marketplaces, concerts, job fairs, book clubs, and podcast recordings… It seems Tiaohai has endless inspiration for turning everyday things into creative and engaging art.

A charity exhibition on autism held at Tiaohai pub. Image: Xiaohongshu @11在晒太阳

ShanShan, who works as a corporate employee by day and hosts a wild travel podcast by night, has her hand-drawn artwork "The Room Not Wet by Summer Rain" featured as the cover for each podcast episode. This artwork is now on display at Tiaohai pub. Image: WeChat official account @跳海酒馆

Luyao, a market manager at Tiaohai, travels extensively and shares the stories of her journeys through her camera. Image: WeChat official account @跳海酒馆

Tiaohai pub hosts a market inside the store, giving people the chance to experience being a stall owner for a day. Image: Xiaohongshu @跳海酒馆

Tiaohai pub has opened a podcast sharing space in Beijing, where people who are brave enough to share their stories can have their voices heard. Image: WeChat official account @ 跳海酒馆

During the recent graduation season, Tiaohai collected academic papers from new graduates, giving a meaningful home to what you might consider “academic trash” that you’d rather never revisit. Image: Xiaohongshu @跳海酒馆

Tiaohai pub has set up mailboxes in its locations across over 10 cities, offering a letter-sending service. Letters can be exchanged between stores, so when you write a letter late at night, the recipient will need to visit a local Tiaohai pub to receive your cross-city message. Image: WeChat official account @跳海酒馆

Tiaohai’s permanent “Courageous Cigarette Butt Machine” turns the downside of littering into an interactive feature. This machine allows Tiaohai to gauge people’s opinions on social issues and upcoming events. For example, the machine on the left asks: “Do you have any plans to get married?” while the one on the right questions: “Do you support Tiaohai Village setting up a matchmaking corner?” Image: WeChat official account @跳海酒馆

Wrapping up

The co-founder of Tiaohai Village, Sui Yi, once said, “Marketing is like a fisherman casting a spear made of insights, trends, and creative campaigns to catch fish swimming freely beneath the surface. But why not jump in and swim with them?” This might be why the pub is named "跳海 (Jump Sea) "—the brand "jumps" into the ocean of young people and joins them in their world. Instead of just building a tightly-knit community, Tiaohai involves customers directly in the brand’s operations, turning them into true "endorsers" and "defenders" of the community.