How a Korean-Founded Cafe Brand Won Over Chinese Coffee Drinkers

On a weekend morning in Beijing, kids race around while parents sip raspberry muffins and espresso. At dusk, a tired office worker stares into his latte. Late at night, entrepreneurs huddle over laptops. Throughout the day, lovers, friends, and colleagues find a shared space—relaxed, spacious, and socially fluid. That place is Man Wah Coffee.

Founded in 2011 near Beijing’s Lido Hotel, Man Wah Coffee has expanded to 70 open locations and 50 under construction—with plans to hit 3,000 stores in a decade. Its secret? A deep reading of Chinese coffee culture, rapid expansion, and smart design choices that made it more than just another caffeine stop.

Why Did Man Wah Coffee Expand So Fast?

In just three years, Man Wah Coffee opened 120 stores, with an average payback period of just 14 months per location. Founder Shin Ja-sang, a 64-year-old South Korean, runs three restaurant brands in China—but Man Wah has become his breakout success. He claims the brand’s expansion pace is still too slow. In his words, “It’s too slow!”

Shin cites data: Korea had 2,800 cafes in 2007—but by 2014, that number jumped to 18,000. He sees parallel potential in China. To fuel that growth, Man Wah uses a hybrid model: company-owned stores plus high-commitment partnerships. Shin demands that regional partners be capable of opening at least five stores in a given area—not small-time investors.

What Makes Man Wah Different From Starbucks?

Shin’s insight into Chinese consumers set Man Wah apart. “In China, people love gathering, but restaurants come with visible class markers,” he says. “A coffee shop levels that. A coffee costs just 24 RMB, and no one feels out of place.”

Unlike Korea, where café-goers mostly drink coffee, Chinese customers expect food too. Man Wah meets that demand with freshly baked muffins priced around 50 RMB—more profitable than the drinks themselves. The cafés also offer something Starbucks doesn’t: spacious interiors, flexible seating for laptop users, and locations in quieter neighborhoods like parks and residential areas rather than pricey CBDs.

The brand also caters to smokers by devoting an entire second floor to designated smoking areas. Low, antique-style sofas and vintage elm wood tables create a lived-in, familiar atmosphere. By lowering rent costs in less competitive districts and lifting per-customer spending through food and longer stays, Man Wah turned conventional cafe economics upside down.

Who Runs Man Wah—and How?

Man Wah’s management is resolutely local. Despite being a Korean founder, Shin partners exclusively with Chinese businesspeople. “The best land and resources are in Chinese hands,” he explains. His operational team includes around 50 people, only five of whom are Korean. When selecting partners, he looks for “passion,” and avoids franchising in favor of joint ventures where Man Wah holds significant equity stakes—except in Tier-1 cities like Beijing and Shanghai.

He also keeps tight creative control. The company innovates constantly: partnering with Brazilian farms to push a 'farm-to-table' narrative, inviting world-class baristas for member tastings, and designing signature touches like differently dressed teddy bears that staff are trained to recognize. “Every bear has unique colors and outfits,” Shin says with a laugh. “Training focuses on teaching our staff to identify them.”

Frequently Asked Questions

How many Man Wah Coffee stores are there in China?

As of the time of reporting, there were 70 open Man Wah Coffee locations in China, with an additional 50 stores under construction. The brand aims to eventually operate 3,000 locations nationwide.

What is the average payback period for a Man Wah Coffee store?

A typical Man Wah Coffee store takes about 14 months to recoup its initial investment, according to founder Shin Ja-sang.

What differentiates Man Wah Coffee from Starbucks in China?

Man Wah offers more spacious interiors, allows customers to stay for long periods (including with laptops), is located in lower-rent areas like parks and neighborhoods instead of expensive CBDs, serves a wide range of freshly baked goods such as muffins, and features designated smoking areas—addressing several common customer pain points with Starbucks.

Does Man Wah Coffee use a franchise model?

No, Man Wah does not use a traditional franchise model. Instead, it employs a partnership strategy where the company retains significant equity, especially outside of major cities like Beijing and Shanghai. The ideal partner is expected to open at least five stores in a given region.

Who is the founder of Man Wah Coffee?

Man Wah Coffee was founded by Shin Ja-sang, a 64-year-old South Korean businessman who also runs other restaurant concepts in China, including the Korean BBQ brand Creation and the high-end Korean dining spot Aijiangshan.

What kind of food does Man Wah Coffee serve?

Man Wah Coffee is known for its freshly baked goods, particularly muffins that sell for around 50 RMB each. These food items have a higher profit margin than beverages and cater to the Chinese preference for pairing coffee with food.

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