More and more celebrity enterprises are falling victim to the devastating effects of the pandemic resurgence in Taiwan. Most recently, JJ Lin’s cafe in Taiwan, Miracle Coffee, is reportedly experiencing a steep decline in business.

In addition to his successful — and very lucrative — career as a singer, the 40-year-old is also a keen entrepreneur and opened two branches of Miracle Coffee in the prime Neihu and East Districts of Taipei. Both enjoyed good business pre-COVID.

Unfortunately, tightened restrictions under the nationwide Level 3 alert and the public’s unwillingness to go out and spend money hasn’t boded well for the stores, especially the one located in the East District.

According to Taiwanese media, JJ’s manager shared that since the cafe in the Neihu District has always primarily offered takeaway, it hasn’t really been that severely affected by the no dine-in rule.

On the other hand, business at the East District outlet, which also houses a boutique selling merchandise from JJ’s lifestyle label SMG, has dropped by a staggering 50 per cent. This prompted the cafe to apply for a government bailout as its circumstances meet the conditions to do so.

The manager later clarified that JJ usually only participates in menu discussions and attends cafe events, and that he is not directly involved in restaurant operations.

It was only after the press enquiries started coming in that he learned that his business partners had applied for financial relief.

Despite the rather bleak situation, there are no plans for layoffs or paycuts for the cafe's staff. More flexible working arrangements will also be made so that employees can reduce contact with one another as much as possible.

The cafe has also launched meal delivery services and introduced a wider variety of products. But while these have helped to boost business a little, it’s been difficult to maintain the same level of sales as last time.

Photos: JJ Lin/Instagram, Miracle Coffee/Facebook