How Maan Coffee Achieved Rapid Success in China

When South Korean entrepreneur Shin Jaesang walked into a Shanghai cafe in 2010 and saw customers playing games and relaxing over cards—not just sipping espresso at counters—he saw an opportunity. Most Western-style coffee shops in China felt stiff, even unwelcoming. What if a cafe could be something more? Something people actually wanted to linger in?

Within a year of opening its first location on Christmas Day 2010, Maan Coffee had cracked the formula: all 36 stores in China were profitable by early 2024, with payback periods as short as one year and none taking longer than two.

Why Maan Coffee Isn’t About the Coffee

“People don’t remember Maan Coffee for the coffee,” said Shin Jaesang, chairman of Beijing Man Creative Catering Management and founder of the brand. That philosophy echoes Howard Schultz’s famous line about Starbucks being more than a caffeine provider—but Maan takes it further. “It’s not just a place to drink coffee,” Shin explained from his cigar-perched perch in a glass-walled private room at Maan Coffee’s Jiuxianqiao Park North location in Beijing. “It’s a venue for gatherings, events, relaxation, conversations—even meetings.” His goal was to make Maan the fourth everyday space for Chinese consumers, after home, work, and restaurants.

The Design That Makes You Feel at Home

Shin’s inspiration didn’t come from other coffee chains—it came from architecture. A devoted admirer of Japanese architect Kengo Kuma, known for blending natural elements into modern structures, Shin brought that ethos to cafe design. “One of my biggest hobbies is looking at beautiful buildings,” he said. That passion shaped Maan’s aesthetic: no overly decorated furniture, no hyper-polished walls. Instead, you’ll find raw wood tables, unpretentious decor, and unexpected touches like potted persimmon trees and classic Turkish chandeliers. “The natural feel is what makes customers relax,” Shin noted. That sense of ease isn’t accidental—it’s core to the brand’s DNA.

Former collaborators describe the style as “return-to-essence” design—think minimalist yet warm, drawing people in. “The environment feels natural and approachable,” said Guo Jun, founder of Beijing Coast Design, which worked on Maan Coffee’s Joy City location. Inside, you’ll spot oversized wooden tables for group gatherings, mismatched chairs around each table (sometimes four different ones at a single setup), and a mix of seating options. “We want families to feel welcome,” Shin said. “The variety prevents eye fatigue and keeps the space interesting.”

Operational Choices That Prioritize Experience

Before diving into coffee, Shin had eight years of cafe management experience in Korea and had already founded the successful Korean-Chinese BBQ chain JB’s Chinese BBQ in China by 2006. He understood both operational logistics and local consumer behavior. His approach to service broke the mold: rather than table service, customers order at dedicated counters where staff explain menu items. “We want to ensure you get what truly suits you,” Shin said. To add a playful twist, staff use teddy bears as order markers—a small detail that enhances the whimsical feel.

The layout encourages long stays: big tables, cozy nooks, and a deliberately unpretentious vibe. Shin intentionally avoided the rigid, stand-to-drink style of many American cafes. “American coffee shops are too serious,” he remarked. “They’re not relaxing at all.” The result? An average of 1,000 daily visitors per store nationwide, with nearly every location in the black.

Frequently Asked Questions

What makes Maan Coffee different from Starbucks or Costa?

Unlike Starbucks or Costa, which focus primarily on coffee quality and efficient service, Maan Coffee positions itself as a multi-purpose venue—a place for relaxation, socializing, and even working or meeting. The brand emphasizes atmosphere, natural design, and comfort over premium coffee alone, aiming to be a “fourth place” after home, work, and restaurants.

How did Maan Coffee achieve such rapid profitability?

Maan Coffee’s first store opened on December 25, 2010, and by early 2024, all 36 Chinese locations were profitable. The brand’s payback period ranges from one to two years, with some stores breaking even in just 12 months. This success is attributed to its unique relaxation-focused concept, strong design appeal, and efficient operational model tailored to local preferences.

What role does cafe design play in Maan Coffee’s success?

Design is central to Maan Coffee’s brand identity. The cafes feature natural materials like raw wood, potted plants, and vintage lighting fixtures, creating a warm, relaxed atmosphere inspired by architect Kengo Kuma’s philosophy. The goal is to make customers feel at ease, with mismatched furniture, large communal tables, and whimsical details like teddy bear order markers adding to the charm.

Why doesn’t Maan Coffee emphasize coffee quality like specialty shops?

While Maan Coffee serves coffee, it doesn’t position itself as a specialty coffee destination. Instead, the brand focuses on the overall experience—comfort, atmosphere, and social space. The emphasis is on creating a “third place” environment where people want to stay, rather than just a transactional coffee-buying experience.

How does Maan Coffee’s service model differ from typical cafes?

Maan Coffee uses a counter-service model where customers order at dedicated stations, and staff explain menu offerings. Servers deliver food and drinks to tables, allowing customers more autonomy in ordering while ensuring personalized recommendations. This approach contrasts with traditional table service or American-style counter pickup.

What types of customers does Maan Coffee target?

Maan Coffee aims to attract a broad demographic, from families to professionals, by offering a versatile space for various activities. The design and layout accommodate group gatherings, solo relaxation, and casual meetings, making it appealing to multiple age groups and social purposes.