How Three IT Workers Started a Startup Hub Coffee Shop

In the backstreets of Beijing’s Zhongguancun tech district, behind the quiet shelves of Haidian Library City, a small coffee shop became the unlikely birthplace of dozens of startup dreams. This wasn’t your usual café—no one came just for the coffee and a book. Instead, people flocked here for connections, ideas, and a shot at building the next big thing. For those chasing a tech startup dream, this place offered more than caffeine.

In 2011, three IT workers left stable jobs to open 3W Coffee, a 200-square-meter, two-story space that quickly became a magnet for entrepreneurs. Within months, over 100 senior professionals from internet companies invested, making it a hub where startup dreams found fuel.

The Birth of 3W Coffee

Launched in the summer of 2011 on Shanyuan Street in Beijing’s Zhongguancun area, 3W Coffee started as a modest two-story café under 200 square meters. The founders—three IT professionals—had no background in hospitality, but they had a vision. Co-founder Ella recalls their original, idealistic plan: “We wanted to create an ‘internet person’s backyard’—a cozy place with books, coffee, and maybe some cats.” But that dream quickly evolved.

From Coffee Shop to Startup Ecosystem

What made 3W different was its crowd. Investors and startup hopefuls weren’t just regulars—they were stakeholders. The founders turned to social media with a bold idea: to open an internet-themed coffee shop. The response was overwhelming. Over 100 mid- to senior-level professionals from internet firms signed on as shareholders. “It wasn’t just a café,” Ella says. “It became a network.”

Despite its popularity, 3W didn’t turn a profit for a long time. Early days were tense. “We’d sit around arguing for hours, not knowing what to do next,” Ella recalls. But the founders leaned into the culture of connection. Drawing inspiration from Silicon Valley’s tight-knit professional circles, they built what China lacked: a physical “offline network” where people could meet, talk shop, and find collaborators.

Pivoting to Support Startups

After six months, the losses slowed. 3W Coffee then focused on two clear goals: building a knowledge-sharing network and acting as an informal startup incubator. The space transformed. The ground floor remained a casual café for meetings and conversations. The second floor hosted events, talks, and salons. The third floor became a shared office area. “Every table here could be someone’s company,” Ella says. “We offered full support to startups for their first six months.”

Startups flocked to 3W not just for coffee, but for mentorship, investor introductions, and co-founders. The café became a springboard—people found teams, refined pitches, and secured funding, all within its walls.

Frequently Asked Questions

What was the original idea behind 3W Coffee?

The original idea was to create a cozy, book-filled café with a relaxed vibe, where people could enjoy coffee and read—something like an “internet person’s backyard.” Co-founder Ella imagined a calm space with cats and good coffee, but the project quickly shifted toward building a community for entrepreneurs.

How did 3W Coffee attract investors and professionals?

The founders posted their idea on social media and gained unexpected attention. Over 100 senior professionals from internet companies became shareholders, investing in the café and turning it into a network hub for like-minded entrepreneurs and innovators.

Did 3W Coffee make money in the beginning?

No, 3W Coffee did not make a profit for a long time. The early months were difficult, with the founders often arguing and struggling to find direction, but they stayed focused on building a valuable community for startups.

What role did 3W Coffee play for startups?

3W Coffee served as both a networking hub and an informal incubator. It helped startups find co-founders, mentors, and investors. The space included a café, event area, and shared office, offering practical support for new businesses in their first six months.

Where is 3W Coffee located?

3W Coffee is located in Haidian Library City, behind Beijing’s Zhongguancun tech district—a hub for technology and innovation in China, often compared to Silicon Valley.

How large is the 3W Coffee space?

The original 3W Coffee space is two stories and under 200 square meters. It includes a ground-floor café, a second-floor event space, and a third-floor shared office area for startups.