How 30 Young People in Chongqing Crowdfunded a Coffee Shop

Ever dreamed of opening your own coffee shop but didn’t know where to start—or how to afford it? You’re not alone. In Chongqing, over 150 urban professionals, most in their 20s and 30s, shared that dream and decided to make it a reality by pooling resources. They weren’t just fantasizing over lattes and indie music; they launched a real plan to open an independent coffee shop, each contributing as little as 2,000 RMB (about $300) to become part-owner.

In short: 154 people joined the project’s online group, 30 confirmed financial backers pledged at least 2,000 RMB each, and the goal is to open a 100-square-meter, self-roasted-focused café in Jiangbei District, Chongqing. Total startup costs are estimated between 800,000 and 1 million RMB for the first year.

The Dream Begins: A Barista’s Call to Action

The project started with Jia Ming, a 30-year-old professional coffee technical advisor with over a decade in the industry. A self-described coffee enthusiast with an extensive home setup—including green beans and roasting equipment—Jia often visits coffee-growing regions. On August 29, 2012, he posted a notice on Douban (a Chinese social platform) calling for others to join him in launching a collectively funded coffee shop. “If one person can’t open a café, let’s do it together,” was the simple premise.

By December, the initiative’s QQ group had grown to 154 members from diverse fields such as home appliance repair, advertising design, wine sales, and heavy machinery—most were born in the 1980s. Around 30 had committed funds. To bridge knowledge gaps, Jia organized 32 coffee education sessions, held weekly on Wednesdays and Sundays across various independent cafés in Chongqing. Participants brewed coffee, tasted beans, and discussed brewing philosophy. “We gather to brew, cup, and share perspectives. That’s how we’re advancing the dream,” Jia said. He plans to continue these offline sessions. One participant, 27-year-old Han Chong—a former wine seller—said, “In this fast, high-pressure city life, owning a café where I can unwind with music and books is the life I want.”

Location, Location, Location: The First Major Hurdle

Turning a crowd of dreamers into café owners meant tackling real-world logistics, starting with finding the right spot. “The group debated locations endlessly. Some suggested a mall kiosk, others ruled out busy pedestrian streets,” Jia explained. After months of discussion, they tentatively chose a roughly 100-square-meter space in Jiangbei District.

The budget projection for opening and operating the café for the first year totals between 800,000 and 1 million RMB. This includes rent, renovations, equipment, and six months of operating expenses. “Rent is critical. Too high, and the financial risk becomes unsustainable,” Jia noted. Beyond location, reaching consensus on other operational details proved challenging. “The more people involved, the more opinions. Aligning everyone is the hardest part—but no one wants to give up,” said Tang Jun, another project member. Han Chong added, “We’ve thought about every issue. But no one cares about the money. We care about the journey.”

Lessons from Other ‘Many People’ Cafés

Chongqing’s project isn’t unique. Similar initiatives have launched in cities like Beijing, Nanjing, Zhongshan, and Changsha—with mixed results. Beijing’s first “Many People Café” opened with 80 shareholders, later growing to 132. It initially operated at a loss before briefly turning a profit in its 12th month. To raise more funds, the café held a second share offering.

In Zhongshan, Guangdong, a “Many People Café” took three months to open and also began in the red. After a year of preparation and growing from 90 to 115 shareholders, the shop finally reached a break-even point. Store manager Zhu Jianming said trust among members was the biggest hurdle. A core team of around 10 manages operations, with weekly transparent reports on income and expenses shared in group chats. “The road ahead is tough, but we’ll persevere,” Zhu said.

Risks and Advice: What the Experts Say

Legal experts caution that Chinese company law limits private limited companies to 50 shareholders, and share withdrawals aren’t simple. “With so many stakeholders, protecting everyone’s rights is hard,” said Duan Qin, deputy director at Chongqing Lida Law Firm. He warned of possible risks including non-payment, member attrition, and management gridlock. He advised all participants to sign clear agreements upfront to define rights and responsibilities.

Coffee industry veterans suggest adopting structured management models. Zhang Ming, owner of a prior collaborative café, recommended a board of directors or a split model where a professional management team runs daily operations while others act as investors. Deng Wei, manager of UBC Coffee’s Three Gorges Plaza branch, said the model is viable if it offers clear differentiation. “As long as there’s a leader to unify decisions, multi-management can work,” she said. Liu Yue, chairman of Flavor Chongqing Catering Group, added that success depends on clear positioning, financial transparency, and defined shareholder roles. “The product must have a unique selling point, and the investor-manager roles should be strictly separated,” he advised.

Frequently Asked Questions

How many people joined the Chongqing ‘Many People’ Coffee Shop project?

As of December 2012, 154 people joined the project’s QQ group, with approximately 30 confirming they would invest at least 2,000 RMB each to become shareholders.

What is the target location for the Chongqing crowd-funded café?

The group tentatively selected a 100-square-meter space in Jiangbei District, Chongqing, after debating various options including malls and busy streets.

How much is the estimated initial investment for the café?

The projected cost for opening and running the café for the first year is between 800,000 and 1 million RMB, covering rent, renovation, equipment, and six months of operations.

What steps did the group take to address knowledge gaps among members?

Jia Ming, the project founder, organized 32 coffee education sessions held weekly on Wednesdays and Sundays in local independent cafés, where members brewed coffee, tasted beans, and shared insights.

What challenges have similar ‘many people’ coffee shops faced in other cities?

Beijing’s first such café initially operated at a loss for a year before a brief profit. Zhongshan’s version reached break-even after three months of losses, with trust and unified decision-making as major hurdles.

What do legal and industry experts recommend for managing crowd-funded coffee shops?

Lawyers advise signing clear shareholder agreements due to legal limits on company ownership numbers. Industry pros suggest adopting board or manager-shareholder models to ensure efficient operations and reduce conflict.

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