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Coffee startups Jiang Hai students pursue Italian Coffee Dream

Published: 2026-02-04 Author: World Gafei

Last Updated: 2026/02/04, When it comes to coffee, many people may immediately think of popular films such as "Coffee Prince one" and "36th Story". It is the dream of many young people to open their own coffee shop. Xu Jiansi, a computer major graduate of Jianghai University in 2000, is one of them. Nine years after graduation, he gave up his stable job in a well-known company and embarked on a journey to pursue the Italian coffee dream.

When it comes to coffee, many people may immediately think of popular films such as "Coffee Prince one" and "36th Story". It is the dream of many young people to open their own coffee shop. Xu Jiansi, a computer major graduate of Jianghai University in 2000, is one of them. Nine years after graduation, he gave up his stable job in a well-known company and embarked on a journey to pursue the Italian coffee dream. Since he started his business, he has opened 43 franchise stores across the country.

Entrepreneurship

Give up a stable job

Self-created coffee brand

At the beginning of the new semester, Jianghai College opened a cafe called Italian Dream, which is Xu Jiansi's ninth franchise store in Yangzhou. Look at the whole country, from Lianyungang, Yancheng and Zhenjiang in the province to Ningbo, Guiyang and Urumqi outside the province. In just four years, Xu Jiansi has set up 43 franchise stores.

"in college, I majored in computer application; after graduation, I successfully joined the Shepherd Group and worked for nine years." Xu Jiansi said that after nine years of marriage and giving birth to children, he can be happy to keep a stable career, but he can never resist the heart full of coffee dreams.

In 2010, Xu Jiansi's friend returned from studying in Italy, and their dreams of starting a coffee shop hit it off. Xu Jiansi made up his mind to quit his job and put all his savings into the coffee business. "the first store was set up in the center of the city, and the upfront investment alone cost 300000." At the beginning, Xu Jiansi couldn't get to the bottom of his mind. "if he fails, he will really lose his fortune." It is precisely because he has burned his bridges and cut off his own back road that Xu Jiansi is trying to do a good job in the coffee shop.

innovate

Every season for customers

Send us a list of fresh drinks

The first year of the creation of the "Italian Dream" brand, but also the fastest growing year. "at that time, the Yangzhou coffee market was not as ubiquitous as it is now, and it was easy for a small shop to operate, but the following year it was obvious that the stamina of the 'Italian Dream' was insufficient." Xu Jiansi said.

In 2012, coffee shops in Yangzhou opened their doors as if they had an appointment. Xu Jiansi's "Italian Dream" has also been hit. "only innovation is the driving force for development." So Xu Jiansi put more energy into new product development. "Coffee is not necessarily the protagonist all the year round. Summer is hot. Customers prefer fruit drinks with bubbles. In winter, we will launch a series of health care for women." Every time there is a change of season, Xu Jiansi will put on a new menu. In addition, every year, Xu Jiansi will set aside time for large-scale exhibitions in Shanghai, Guangzhou and other places. "in first-tier cities, it is easier for us to absorb the new elements that customers like."

"when the first person enters the market, he can make money, but when 100 people enter, the market exceeds demand. So, the first sip of water is sweet, but the water behind it has gone sour. " Xu Jiansi believes that how far the "Italian Dream" can go needs to be tested by the market. Over the next two years, the market gave Xu Jiansi a satisfactory answer: franchisees from all over the country have thrown olive branches, from the first small store in downtown Yangzhou, to now has opened 43 franchise stores.

Dream

Open the "Italian Dream" all over China

Coffee chain

Xu Jiansi said that in the new historical opportunity and market environment, "Italian Dream" coffee has gradually established its own logistics and distribution center and training base. He uses his professional knowledge to design a member management system, and each franchisee can place an order for raw materials through an online order.

"now the dream of many post-80s and post-90s young people is to own their own coffee shop, which is a beautiful vision for them. Our goal is to help everyone who has a dream to bring the fragrance of espresso to China. Open your own coffee chain in China." Xu Jiansi said that with the continuous improvement of living standards, people's taste is also improving, with the ability to consume coffee. Now the coffee culture has been gradually globalized. "my dream is to create a coffee chain that enjoys a good reputation at home and abroad, and to create a mainstream coffee culture."