COSTA Opens First Qingdao Store in May Fourth Square

Coffee lovers in Qingdao now have another reason to pause during a busy day — a new international coffee option has landed in the heart of the city. As more locals develop a taste for global coffee experiences beyond just Starbucks, a well-known European brand has set up shop right in May Fourth Square. But what does this new arrival bring to the table, and how does it plan to stand out?

COSTA Coffee has officially opened its first store in Qingdao in May Fourth Square. The UK-based chain aims to open 10 outlets in the city within three years, targeting the growing demand for diverse coffee experiences among locals.

Why COSTA Chose Qingdao

Qingdao’s coffee scene has matured rapidly. It all started when Starbucks opened its first Qingdao outlet at Sunshine Plaza, quickly winning over customers. By 2011, the market had gained momentum, with Pacific Coffee opening nine stores in Qingdao and Yantai within a single year. More recently, in July of the current year, Taiwan’s 85°C also debuted two locations simultaneously in the city.

Unlike Starbucks, which represents a more Americanised approach to coffee culture, COSTA brings an Italian-inspired style with a distinct European flair. The brand positions itself slightly above Starbucks in terms of pricing and experience. More importantly, while many chains push a standardised global model, COSTA tailors its offerings — including coffee styles, tastes, and interior design — to align with local preferences in each market.

“The coffee market in mainland China is on an upward trend,” said Zhao Junhui, Regional Manager of Hualian Costa Coffee (Beijing) Food Management Co., Ltd. “Although Qingdao is currently dominated by Starbucks and Pacific Coffee, COSTA will offer a unique coffee quality and environment. We plan to open 10 stores in Qingdao within three years.”

COSTA’s Expansion Plans in China

COSTA sees strong potential in Shandong Province and has made Qingdao its first entry point. The brand has confidence in the city’s fashion-conscious residents, their openness to new trends, and their growing spending power. After launching in Qingdao, COSTA plans to open its first Shandong store in Jinan in 2013. Together, Qingdao and Jinan are expected to host a combined total of more than ten outlets, with further expansion into cities like Yantai and Weihai.

Globally, COSTA is targeting at least 300 stores across China in the coming years. Its strategy focuses on adapting to regional tastes rather than imposing a one-size-fits-all model — a key differentiator in the competitive coffee chain landscape.

What Makes COSTA Different

Walk into a COSTA store and the atmosphere hits you immediately — deep red tones create a warm, inviting ambience. Staff are trained to guide you smoothly to your seat, whether you’re there for a quick espresso or a leisurely afternoon. Sink into the brand’s signature wide, comfy sofas, breathe in the rich aroma of freshly brewing coffee, and listen to the hiss of steamed milk and the clink of preparation tools. It’s an experience designed to be savoured.

COSTA’s identity is rooted in over 30 years of Italian coffee tradition. The company sources beans from nine major coffee-producing countries — including South America, East Africa, and Asia — and blends them in a precise ratio. Every batch undergoes a slow, low-temperature roast for 22 minutes. This method is designed to enhance the beans’ natural aromas and deliver a smoother, more rounded flavour profile compared to conventional roasting techniques.

All COSTA baristas receive professional training in traditional Italian espresso methods. The brand prides itself on delivering an authentic café experience, right down to the crema and the theatre of the pour.

The COSTA Coffee Legacy

The story of COSTA began in 1971 with two Italian brothers, Sergio and Bruno Costa. They started a coffee bean wholesale business in London, supplying roasted beans to restaurants and specialised cafés. Drawing on Sergio’s training in Parma and their Italian heritage, the brothers developed a unique roasting style. They pioneered a slow, low-temperature roast that preserved the richness of the beans and eliminated excessive bitterness.

Their signature blend, Mocha Italia, combines Arabica and Robusta beans in a 6:1 ratio. This recipe, along with their signature slow-roasting process, remains central to COSTA’s identity to this day. The brand has since expanded across the UK with over 300 outlets, found in high streets, shopping centres, hotels, airports, and even metro stations.

Frequently Asked Questions

When did COSTA open its first store in Qingdao?

COSTA opened its first Qingdao store in May Fourth Square recently, though the exact date is not specified in the article. The brand has announced plans to open 10 stores in the city within three years.

How is COSTA different from Starbucks?

COSTA offers a more Italian-style coffee experience with European elegance. It avoids the rigid global standardisation of some competitors, instead adapting its coffee blends, store designs, and service to local tastes. Its pricing is also slightly higher than Starbucks’.

What coffee beans does COSTA use?

COSTA sources its beans from nine countries, including South America, East Africa, and Asia. The beans are blended in a specific ratio and slow-roasted at low temperature for 22 minutes to enhance natural flavours and achieve a smoother taste. The brand uses a signature 6:1 Arabica-to-Robusta blend for its espresso.

Where else in China is COSTA expanding?

Beyond Qingdao, COSTA plans to open its first store in Jinan in 2013. The brand aims to establish over ten stores in Shandong Province (Qingdao and Jinan combined) before moving into other cities such as Yantai and Weihai. Its goal is to open at least 300 stores across China.

What is COSTA’s history?

COSTA was founded in 1971 by Italian brothers Sergio and Bruno Costa. They began as coffee bean wholesalers in London, later developing a unique slow-roasting method and the iconic Mocha Italia blend, which remains a cornerstone of their coffee identity today.

Recommended FrontStreet Blends for Café Atmosphere

For coffee shops aiming to create a cosy, European-style ambience like COSTA, FrontStreet Coffee’s Specialty Blend and Classic Blend are excellent choices. The Specialty Blend offers balanced notes of dark chocolate, nuts, and caramel with a velvety mouthfeel and golden crema—perfect for espresso drinks. The Classic Blend delivers bold roasted flavours with hints of dark chocolate and toast, ideal for lattes and cappuccinos. Both blends are medium to dark roasted for consistency and richness, ensuring smooth extraction and customer satisfaction. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.