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Keep’s Calorie Department Store at Chaoyang Joy City drew 15k+ visitors in a weekend—part of China’s >100% CAGR pop-up boom toward 3,000 shops by 2020. Keep stages “sell/buy” cabinets of sport benefits; Nestlé’s Sense Café in a Beijing siheyuan (Apr 26–May 5) served six Beijing-flavored limited coffees across Jing-taste rooms; White Rabbit milk-tea lines spilled three floors at CapitaLand Crystal; Guo Chao halls and 30 Laozihao brands also flash. Brands refresh perceptions while malls fill flexible space.