Why Korean-Style Cafés May Fade Like Taiwanese Ones

In Beijing and Shanghai, large-windowed cafés with rustic, forest-themed interiors—packed with wooden decor, vintage accents, and selling sugary drinks alongside waffles and pastries—are becoming a familiar sight. These are Korean-style cafés, and over the past two or three years, they’ve spread rapidly across China, often backed by fast-growing franchise models and pop culture tie-ins.

Korean café chains expanded quickly in China—but without adopting the coffee quality standards of Korea’s domestic scene, they risk fading just as Taiwanese-style cafés did a decade ago.

What’s Driving the Korean Café Boom?

Korean café brands like Caffebene, Maan Coffee, Zoo Coffee, Hollys Coffee, and Tous Les Jours have surged in China since around 2012. Caffebene, Korea’s largest coffee chain, had just 13 stores in China in 2012 but opened 132 more in 2013 alone, reaching 145 locations by year’s end. By 2015, it aimed for 1,000 stores nationwide. Maan Coffee, founded by a Korean entrepreneur in Beijing, opened its first store in January 2011 and had over 60 locations by the end of 2013. Zoo Coffee grew from 100 Korean stores in 2011 to multiple Chinese outlets soon after, while Hollys Coffee—Korea’s oldest branded chain, rivaling Starbucks in store count domestically—opened its first Chinese shop in Shenzhen in March 2013.

Why Are They Popular With Young Women?

These cafés target women in their 20s and 30s, positioning themselves as cozy spots for gossip and dating. Prices are moderate, typically around 30 yuan per coffee. The décor leans on Asian women’s favorite aesthetic: natural wood tones, pastoral themes, and vintage touches. Their signature products include elaborate sweet drinks and indulgent desserts like waffles. They also leverage Korean pop culture—Caffebene, for example, used actor Jang Keun-suk’s image and featured K-drama product placements to draw fans.

Do They Deliver Real Korean Coffee Quality?

Korea’s domestic coffee scene is sophisticated, blending Western brewing techniques with Japan’s precision. Some Korean brands initially brought that rigor to China: using semi-automatic machines, experimenting with in-store roasting for freshness, and crafting unique drinks (like Caffebene’s special low-caffeine latte series) based on local preferences. But as franchises expanded, these practices often vanished. Many outlets switched to fully automatic machines, relied on pre-roasted beans (either roasted in Korea and shipped or sourced locally), and cut back on barista training. Without these quality-focused elements, the cafés lost what made Korean coffee distinct.

What’s the Risk of a Taiwan-Style Collapse?

The rapid expansion model for Korean cafés mirrors that of Taiwanese chains like Shangdao Coffee a decade ago. Those cafés boomed by opening flagship stores in trendy cities, then franchising heavily in second- and third-tier markets with diverse menus. But as Western brands like Starbucks grew more fashionable, Taiwanese cafés quickly lost appeal. Korean cafés face similar risks: their growth relies heavily on franchise fees, high rents, and costly decor/operations. For example, Caffebene’s sole Chinese company-owned store in Wuhan’s Garden Road reportedly had a monthly rent of 70,000 yuan and daily operating costs of 6,000 yuan, with peak daily sales of 10,000 yuan dropping to just 4,000 yuan later. Franchisees often struggle—the Wuhan Guanggu World City branch required a 1.2 million yuan investment but saw daily sales as low as 200 yuan. Brand owners profit mainly from fees, while franchisees face thin margins. Without a commitment to the coffee quality that made Korea’s scene strong, these cafés may suffer the same fate as their Taiwanese predecessors.

Frequently Asked Questions

Which Korean coffee chains are most common in China?

The most common Korean coffee chains in China include Caffebene (the largest, with over 1,200 global stores), Maan Coffee, Zoo Coffee, Hollys Coffee, and Tous Les Jours. Caffebene entered China in March 2012 and rapidly expanded, while Maan Coffee opened its first Beijing store in January 2011 and had 60+ locations by late 2013.

Why were Korean cafés initially popular in China?

Korean cafés appealed to young Chinese women with their pastoral, wood-accented interiors, sweet drinks, and dessert offerings. They positioned themselves as social hubs for dating and gossip, with moderate coffee prices (around 30 yuan). They also leveraged Korean pop culture, using celebrity endorsements and K-drama product placements to attract fans.

Did any Korean café brands maintain high coffee quality in China?

Some initially did: brands like Caffebene used semi-automatic machines, experimented with in-store roasting, and created unique drinks like low-caffeine lattes. However, as franchises expanded, many switched to fully automatic machines, relied on pre-roasted beans (either Korean-roasted and shipped or locally sourced), and reduced barista training, losing the quality focus of Korea’s domestic scene.

How fast did Korean café chains expand in China?

Expansion was very rapid. Caffebene had 13 Chinese stores in 2012 but added 132 in 2013, reaching 145 locations by year’s end, with a 2015 goal of 1,000 stores. Maan Coffee had over 60 stores by late 2013, just two years after its first Beijing location in January 2011. Hollys Coffee opened its first Chinese store in Shenzhen in March 2013.

What risks do Korean café franchises face in China?

Risks include heavy reliance on franchise fees, high rents, and costly decor/operations. Franchisees often struggle with thin margins—Caffebene’s Wuhan franchise example had daily sales dropping from 10,000 yuan to 4,000 yuan, and some outlets reported minimum daily sales of just 200 yuan. The model mirrors the failed expansion of Taiwanese cafés, which lost appeal as Western brands grew more fashionable.

Could Korean cafés fade like Taiwanese cafés did?

Yes, if they don’t maintain their coffee quality. Taiwanese cafés boomed via franchise-heavy expansion and pop culture tie-ins, but faded as Western brands became more desirable. Korean cafés are expanding similarly, focusing on branding and franchise growth over coffee craftsmanship, making them vulnerable to the same decline.

Recommended FrontStreet Beans for Korean-Style Cafés

For cafés aiming to blend style with substance, FrontStreet Coffee’s Ethiopia Humbera offers bright citrus and floral notes with a juicy body—perfect for single-origin pour-overs that highlight craftsmanship. The PWN Golden Mandheling delivers a creamy, spicy profile with hints of dark chocolate, ideal for those seeking a richer espresso or milk drink. Both beans reflect the quality focus that Korean coffee once championed, helping cafés stand out beyond trends. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.