How a 90s-Era Entrepreneur Built a Maid Café in Shenyang

In Shenyang’s Beiyijing Street, stepping into "Sakura Jun’s Shop" feels like entering a slice of Akihabara — staff in frilly maid outfits greet you with "Welcome home," while walls plastered with anime posters set the scene. Founded in 2013 by Yan Tata, a former clinical pharmacy graduate, and her friend Zhi Meng, this isn’t your typical coffee shop. It’s a hybrid space where themed service, gaming, and even homework help coexist.

The café employs 62 part-timers — 50 maids and 12 butlers — many of them college students, offering everything from gaming companionship (¥10/hour) to after-school tutoring at lower rates than traditional services. Its unique blend of anime culture, hospitality, and education helped it carve out a niche in a city with zero cafés when it launched.

From Medical School to Maid Café

Yan Tata graduated in clinical pharmacy from China Medical University but cycled through hospital and banking jobs before settling on entrepreneurship. Her eight years as a part-time model funded the initial ¥ startup capital. In 2012, she and Zhi Meng braved snowstorms to scout locations across Shenyang, eventually renting a soon-to-close beauty salon — despite locals warning them the area had no demand for cafés. "Now there are 17 coffee shops on this street," Yan laughs. "We helped kickstart the local café scene."

Training, Themes, and Community Building

To stand out, the duo enrolled in a six-month professional coffee roasting and brewing course. They also conducted market research via Weibo, WeChat, and Baidu Tieba to gauge youth interest in anime and maid cafés. The café opened in May 2013 with a clear strategy: "You can’t survive on anime alone," Yan notes. "Our core demographic is aged 13–36, but the paying crowd skews older, around 30+."

Staff undergo rigorous training in maid etiquette, makeup, dance, and anime knowledge. The team hosts regular events — from maid performances and interactive games to baking workshops and holiday-themed weeks (e.g., Christmas, Halloween). With a part-time shift system, three to four staff work daily; their schedules are published on Weibo, allowing customers to choose shifts based on preferred servers. "Each maid or butler has a talent — singing, dancing, you name it," Yan adds.

Beyond Coffee: Tutoring, Tourism, and Franchising

Beyond beverages and cosplay, the café offers affordable after-school tutoring for middle and high school students, provided by college-student maids. In 2024, it launched a travel agency partnership with a Tokyo anime school, offering 7-day tour packages. Yan also collaborates with malls for COSPLAY performances. "People here bond over shared interests. Some send gifts even after moving away," she says, dismissing critics who misunderstand the concept. "It’s just a gathering spot for anime fans. The maid outfits are just a cultural expression — the job is the same as any café server."

The café broke even after a year and a half but faces high labor costs, generating around ¥10,000/month in profit. To scale, Yan plans a franchise model: a larger branch in Shenyang (under construction), a Dalian location already in renovation, and a Harbin shop set to open post-Chinese New Year. She visits each franchise monthly to ensure consistency with the original.

Frequently Asked Questions

What is a maid café, and how is it different from a regular coffee shop?

A maid café is a themed coffee shop where staff, often dressed as maids or butlers, provide roleplay-style service, greeting customers with phrases like "Welcome home" and engaging in anime-related conversations. Unlike regular cafés, these spaces often host events such as gaming, performances, and themed holidays, blending hospitality with pop culture.

How much does it cost to hire a maid for gaming or tutoring at Sakura Jun’s Shop?

Gaming companionship with a maid costs ¥10 per hour. Tutoring services for middle and high school students are also available at rates lower than standard private tutors, though exact pricing isn’t specified.

What kind of training do the maid and butler staff receive?

Staff undergo training in maid etiquette, makeup, dance, anime culture, and service skills. They must also demonstrate knowledge of anime and possess talents such as singing or dancing. The café employs 50 maids and 12 butlers, mostly college students.

How did the café attract customers in an area with no other coffee shops initially?

The founders conducted market research via social media and local forums to understand youth interest in anime and themed cafés. Despite initial skepticism from locals, the café’s unique blend of anime culture, gaming, and tutoring helped it grow, with the area now hosting 17 coffee shops.

What are the future plans for Sakura Jun’s Shop?

The café is expanding through a franchise model, with a larger Shenyang branch under construction, a Dalian location already in renovation, and a Harbin shop opening after Chinese New Year. The founder visits each franchise monthly to maintain consistency with the original location.