‘It would be great to drink coffee and read books at Naive in the daytime; then invite friends to drink and chat at the Nightingale bar at night. In case you are drunk, if you are in Aranya, help yourself to live in our space: the bedroom at the youth hostel provides you with a peaceful night's sleep by the sea.’

Naive, a start-up bookstore, stems from the imagination of such ideal life. This year, Naive will be moving southward towards ROCKBUND in Shanghai. As a freshman in the city, Naive is now seeking partners, believing that meeting like-minded people is the start of everyone’s ideal life.

Since Naive’s establishment in August 2020, books have become a bridge between Naive and readers.

In the past three years, Naive served their unique beverages with their ‘editor attitude’, hoping to deliver the senses of book messages to the readers of liquors.

Naive has organized various social events based on books: ‘The Necessity of Travel’ talk, ‘Scientism and Scientific Spirit’ talk, Book Scenting Day, etc. It is believed that the spirits inspired by wisdom will always dash toward a promising future.

The growth of Naive has rules to follow: In 2021, Naive achieved its first cross-city expansion by having its first branch by the seaside of Aranya; In 2022, with the grand opening of Naive Youth Hostel, Naive became an integration of bookstore, coffee, bar, and accommodation for the first time. Many youngsters meet at the hostel, bringing warmth and romance to the seaside while traveling.

In 2023, Naive will gradually expand its footprint and bring its imaginative ideal life to more places. This spring, Naive's first store in Shanghai lands in ROCKBUND. Its infiltration of Shanghai culture varies the possibilities to the "encounters between people".