Helen's, a brand of Beijing Helen Brand Management Co., Ltd., was founded in 2005. It adheres to the corporate philosophy of freedom, progress, care and gratitude and focuses on creating communication and gathering space for young people. Now it has successfully opened nearly 50 direct-operated stores in first-and second-tier cities in China. Helen's cross-border integration of coffee, western food, bars and other business formats, integration of Tujia and Southeast Asian style elements in the decoration, provision of ultra-cost-effective fidelity drinks and simple western food in the product setting, focusing on European and American classic songs in music, and efforts to create a free, tasteful and happy communication and gathering space for consumers, so that young people can live more freely and happily.