Coffee shops launched by fashion brands are nothing new in Shanghai. But now the trend seems to extend to full restaurants.

Now in its third year, Café Kitsuné, a coffee shop by French brand Maison Kitsuné, has upgraded into a new fusion restaurant in the heart of Xintiandi.

If you're popping in on the weekend, you'll likely be able to spot the cafe from a few blocks away due to the long queue outside. Fans have nicknamed it "Little Fox," a reference to its cute fox logo.

The large fox sculptures in front of the restaurant also draw crowds, making it a hot attraction in Xintiandi. In fact, the entire restaurant maintains a heavy fox theme.

As a Japanese-French fusion brand, the menu naturally has a mix of French and Japanese cuisine.

Inspired by a French bistro, the combination of Japanese-style French toast with miso caramel and fresh strawberries, reminds me of something from a Japanese cartoon. Classic Franco-Japanese dishes such as eggs benedict, black truffle omelet, Japanese sandwiches with fried pork chops are also a great choice for weekend brunch.

For the main course, the Fox Beef Burger features its fox logo. Served with a Japanese-style sauce, it has a strong salty and umami flavor. But my favorite main is the Teriyaki salmon, with a crispy skin and Japanese flavor. The Teriyaki sauce is served separately, and contains a French touch as the waiter laces it on the salmon.

The coffee and desserts are still popular, reminiscent of the coffee shop days.

Their matcha latte is the highlight, and again features the restaurant's logo. The chocolate waffle is also a decadent choice, served with a matcha cream.

The fox logo is ever-present throughout the restaurant, and their butter cookies are no exception. Along with their fox-shaped mocha drawings, they both make for a good photo-op.

On the second floor, the brand's products are on display, including clothes and camping equipment. All the designs featured are unisex. To mark the Year of the Rabbit, a rabbit friend can be found on limited designs, as well as the decor at the entrance. It makes a great place to snap a few pictures.

Despite being located in the heart of Xintiandi, prices remain reasonable. The French toast costs 68 yuan (US$9.8), while the Teriyaki Salmon cost 158 yuan. Coffee and drinks go for around 40 yuan. They also serve wine and sake from 65 yuan per glass.

If you go:

Opening hours: 10am-10pm

Address: F104-105-204, South Block of Xintiandi, 123 Xingye Rd