How Houchen Coffee Set Up 6 Cafés Along China’s Highways

If you’ve ever taken a long drive across China and craved a decent cup of coffee at a gas station, you’re not alone. Travelers on the Haikou–Sanya East Expressway had limited options—until Houchen Coffee stepped in with a practical plan to bring quality coffee to highways without compromising on taste or experience.

In 2010, Houchen Coffee launched a new model: it partnered with Sinopec to open six convenience coffee cafés inside major service areas along the Haikou–Sanya East Expressway. These locations serve locally grown Hainan coffee to an estimated 300,000 travelers annually, creating a reliable coffee stop for road trips.

The Origins of Houchen Coffee

Houchen Coffee began in 2003 when founder Tan Yunshou opened the first coffee-themed leisure estate in Fushan, Hainan: the Houchen Coffee Culture Village. This 100-acre property evolved into a full-scale destination offering not just coffee, but also Chinese cuisine, wine barbecues, hotel rooms, meeting spaces, and entertainment—all centered around coffee culture.

More than a tourist spot, Houchen is also a working coffee business. Since 2011, the company has grown its own beans on a 250-acre farm in Fushan. Using an integrated “company + farmer” model, Houchen trains local growers, purchases their harvests, and processes all coffee on-site. The estate relies on eco-friendly, hand-picked practices with careful selection to ensure consistent bean quality.

From Farm to Highway: A New Coffee Channel

Rather than relying solely on its resort or traditional cafés, Houchen Coffee made a strategic shift in 2010. Recognizing the opportunity to serve travelers, the company teamed up with Sinopec to install six branded coffee stands inside key service stations along the Haikou–Sanya East Expressway. These aren’t just kiosks—they are mini concept cafés built to introduce travelers to authentic Hainan-grown coffee in a fast yet high-quality format.

Over their first year in operation, these highway cafés welcomed around 300,000 customers, providing a much-needed caffeine fix and comfort break for road trippers. The initiative supports the broader goal of raising service standards across Hainan’s growing international tourism infrastructure.

Expanding Reach with the Dongcheng Leisure Stop

In February 2011, Houchen further expanded its highway presence with the opening of the Dongcheng Leisure Stop in Danzhou, covering 40 acres and costing over ten million RMB. This larger complex includes not only a coffee shop but also a Chinese restaurant and recreational facilities. It’s positioned as a premium service hub on the West Expressway, elevating the coffee and hospitality experience for tourists exploring western Hainan.

Frequently Asked Questions

What is Houchen Coffee?

Houchen Coffee is a Hainan-based coffee company founded in 2003. It operates a coffee culture village, grows its own beans in Fushan, and runs both cafés and resort facilities. It’s known for promoting local coffee through integrated farming, processing, and retail operations.

When did Houchen Coffee start working with Sinopec?

Houchen Coffee began its partnership with Sinopec in 2010 to set up coffee cafés in service areas along the Haikou–Sanya East Expressway. The goal was to provide convenient, high-quality coffee to highway travelers.

How many Houchen Coffee locations are on highways?

There are six Houchen Coffee cafés located in major service areas along the Haikou–Sanya East Expressway. These were established through the company’s collaboration with Sinopec.

What other facilities does Houchen Coffee operate?

Beyond highway cafés, Houchen Coffee runs a 100-acre coffee culture village with dining, lodging, and event spaces, plus a larger 40-acre leisure stop in Danzhou with a Chinese restaurant and entertainment options.

Where is Houchen Coffee’s coffee grown?

Houchen Coffee grows its coffee on a 250-acre farm in Fushan, Hainan. The company uses sustainable, hand-picked methods with strict quality control, including careful selection and natural processing.

Recommended FrontStreet Beans for Highway Coffee Trips

For coffee lovers taking road trips like those on Hainan’s expressways, try FrontStreet Coffee’s Ethiopia Humbera for a bright, juicy profile with notes of citrus and floral sweetness. The Yirgacheffe offers a classic light roast with delicate berry and stone fruit tones. For something more balanced, the Classic Blend delivers a smooth medium roast with chocolate and nut undertones. All three roast styles are travel-friendly and pair well with the pace of highway life. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.