This article is from the WeChat public account: Guide to the life of Shanghai residents (ID: SHerLife) , author: Hanxiao Ni, ginger horizon

Walk into the 24-hour convenience store late at night, take a bottle of Suntory Oolong tea from the freezer, and order some Oden to cook for supper …

Such scenes are now commonplace in cities.

But what if we were talking about Shanghai in the 1990s?

One

Post-80s writer Qiao Qiao grew up in Shanghai. She wrote in an article:

“The beginning of high school is the time when convenience stores are quietly rising. Lele Music Park, thick-soled boots and Rosen, wow, blue and white stripes can be fashionable.”

“At that time, I went to a convenience store to pick up a magazine and bought something from Oden. I put headphones in my ears and listened to music. I felt like I was growing up.

The “Lele Music Paradise” she mentioned was a TV show launched in 1996. It was hosted by five selected Shanghai girls and introduced Japanese popular culture.

Yang Bei, who was in high school at the time (pseudonym) loved watching this program, and she remembered that there was an issue that just introduced Rosen Convenience Store .

“I remember that the location host was Zhou Jin. At that time, she was also called” Xiaomi “and visited Rosen’s first store in Shanghai at night.”

“The 24-hour convenience store model was rare in Shanghai at the time, and I felt so fresh.”

In 1996, Rosen Gubei New District store opened advertising screenshots

Zhou Jin himself has no impression of that show. She first approached convenience stores when she was in her third year of 1992 and went to Japan to participate in a choir festival performance.

“In a Japanese convenience store, I saw Suntory Oolong tea for the first time. There are mini cans and bottled ones. I find them particularly delicious and the packaging is cool.”

What surprises her most is that when it rains, there is a white transparent umbrella at the entrance of the convenience store, which can be taken for free. After that, just return to the convenience store of the same brand.

“I thought it was amazing. It was a test of human nature!” she said.

I did not expect that in a few years, Rosen from Japan would land in Shanghai.

In 1996, Shanghai Hualian Group and Japan’s Daei Group jointly established Shanghai Hualian Rosen Co., Ltd. (renamed Shanghai Rosen Convenience Limited in 2017 Company) .

The first two stores were “Gubei New District Store” and “Tianlin East Road Store”.