How Man Made Millions by Breaking Coffee Shop Rules

When a coffee shop called Man opens near a Beijing park or university campus, it doesn’t just sell espresso—it builds a community space where people linger for hours. But behind the cozy armchairs and slow-paced vibes lies a ruthless business formula: 14-month payback periods, secret six-figure daily sales, and a rapid-fire rollout of over 100 locations in just three years. So how did a brand with a name meaning “leisure” move faster than any tech startup?

The secret? Man’s founder, Shin Jaesang, targets partners who can open five locations in one city—and keeps costs low by choosing cheap land near parks while boosting profits with high-margin desserts. The result? A 14-month return on investment and daily sales in the six figures.

Why Man Expanded Like Wildfire in China

Shin Jaesang, who also runs Korean restaurant chains in China, claims Man is his most successful venture. By 2021, the brand had 70 open stores and 50 under construction. But he wasn’t satisfied: “Too slow,” he said, aiming for 3,000 locations in a decade. His strategy? Partner with wealthy Chinese entrepreneurs capable of launching five locations in a single market—no small feat in expensive urban areas.

To fuel this growth, Shin observed a key gap in China’s market: a lack of mid-tier social spaces. “In restaurants, there’s a huge status gap—meals range from $5 to $100,” he explained. “But in a coffee shop, everyone pays around $3.50 for a drink, and no one feels out of place.” Parks and neighborhoods offered cheaper rent than CBDs, and Man’s spacious, library-like interiors became a magnet for students, remote workers, and smokers (who get their own dedicated floor).

How Man Designed a Coffee Shop for Chinese Habits

Unlike Starbucks, which focuses on quick takeaways, Man encourages long stays. “People bring laptops and stay all day,” Shin said. The brand also caters to local tastes with premium desserts—like ice cream scones priced around $7, which cost less to make than coffee but carry higher margins. And while Starbucks clusters in high-rent districts, Man opts for affordable neighborhoods, reducing land costs while attracting a steady flow of customers.

The interiors feel like a European café crossed with a grandmother’s living room: mismatched vintage sofas, hand-carved wooden tables, and colorful stuffed bears that greet guests. “Every bear has a unique outfit,” Shin joked. “Staff are trained to recognize them all.” Smoking? Entire second floors are designated for it. University locations? Open near campuses because “students prefer cafés over study halls.”

Why Man Avoids Franchising—and What Partners Must Prove

Man doesn’t offer traditional franchises. Instead, it uses a joint venture model: outside of Beijing and Shanghai, partners own a stake in each location, ensuring alignment with headquarters. “We only work with partners who can open five stores,” Shin said. His team includes just five Koreans amid 50 staff, emphasizing localization.

When asked about competition, Shin shrugged: “Our differentiation wins. We’re always innovating—like sourcing beans directly from Brazilian farms for our farm-to-table program or hosting world-class baristas for member tastings.” But the core remains simple: “A great location is everything.”

Frequently Asked Questions

How did Man achieve a 14-month return on investment?

By selecting low-cost locations near parks and communities, reducing land expenses, and increasing profitability with high-margin desserts like ice cream scones. The combination of lower overhead and premium add-ons enabled some locations, such as the Tongzhou store, to hit six-figure daily sales within days of opening.

Why does Man allow smoking on the second floor?

Shin Jaesang noticed that “no smoking” signs were ignored in most Chinese cafés, so instead of fighting the habit, he designated an entire floor for smokers. This approach lets customers choose their preferred environment without disrupting non-smoking areas.

What kind of partners does Man look for?

Man partners with Chinese entrepreneurs who can open at least five locations in a single city or region. The brand avoids franchising and instead uses a joint venture model where partners hold equity, ensuring commitment to the company’s standards and long-term growth.

How does Man differentiate itself from Starbucks?

Unlike Starbucks’ compact, CBD-focused stores, Man offers spacious, relaxed environments in low-rent areas like parks and universities. It encourages long stays—customers often work or study for hours—and serves more desserts, which have lower production costs but higher profit margins than coffee.

What’s the secret to Man’s rapid expansion in China?

The brand targets partners capable of opening multiple locations, chooses affordable real estate, and designs cafes to appeal to local habits—such as serving desserts and accommodating smokers. Its focus on community spaces, rather than quick coffee sales, drives frequent visits and steady revenue.

Recommended FrontStreet Beans for Café Ambience

For coffee shops aiming to replicate Man’s cozy, lingering vibe, FrontStreet Coffee’s Ethiopia Huakui offers vibrant floral and citrus notes with a juicy body—perfect for engaging customers over long conversations. Pair it with the PWN Golden Mandheling, a classic Indonesian blend with deep chocolate and spice undertones that appeals to dessert pairing. Both beans highlight craftsmanship and origin character, aligning with Man’s premium yet approachable identity. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.