Why Chinese Coffee Growth Is Still in the Quantity Phase

Ten years ago, walking into a coffee shop in Beijing or Shanghai meant spotting one of just a few independent cafes. Today, in major cities like those, coffee shops appear on nearly every corner. But behind the visible boom lies a bigger question: is China’s coffee culture truly deepening—or just expanding in numbers?

According to Qi Ming, founder of China’s leading coffee training academy, Platinum Coffee Academy, China’s coffee market is still in a phase of quantitative growth. He notes that while the number of cafes is rapidly increasing, especially in Tier 1 cities, the culture and business maturity still have a long way to go—though the direction is clear.

The Evolution of China’s Coffee Scene

A decade ago, coffee drinkers and shop owners were rare in China. Now, in cities like Beijing, Shanghai, Guangzhou, and Shenzhen, coffee shops are ubiquitous. Yet despite the outward diversity in branding and style, Qi Ming observes that a distinct “Chinese coffee identity” is starting to emerge.

An expert from Japan’s Jikō Shōji Co., Ltd. once assessed that Beijing’s coffee shop density is only about 50% of Tokyo’s, indicating significant room for expansion. "China’s coffee industry is still in a period of quantitative change," Qi Ming says, "but its progression is natural and inevitable."

Coffee as a Social Medium, Not a Fetish

Qi Ming’s relationship with coffee began during his Burmese language studies at Beijing Foreign Studies University, where his interest in European history led him to coffee’s cultural role. He reflects on how coffeehouses in 18th-century Europe became hubs for rational public discourse, and later, in the 19th century, incubators of mass culture.

He recalls visiting Italy and hearing local youths marvel at how much Chinese people know about coffee. But Qi Ming argues that knowledge alone doesn’t equate to understanding coffee’s deeper spirit. "Coffee is just a medium," he says. "It’s not something to over-intellectualize. People come to cafes to eat, talk, work, or simply be. That’s where its real value lies."

Business Over Passion: Why MBAs Trump Baristas

Platinum Coffee Academy now primarily functions as a training hub, having launched the well-known Alumni Café on university campuses. Qi Ming highlights a key insight from his years of training: cafes run by professional managers often outperform those founded solely by coffee enthusiasts.

He recalls a conversation with a former Starbucks executive who said, "We’re in the coffee business, not the coffee hobbyist business." Qi Ming has found this to be true. Many passionate baristas and coffee experts open shops without solid business foundations, and their ventures often struggle. In contrast, those with solid management skills—even if they know little about coffee—tend to succeed.

"Last year, I met several former students who opened shops around the time of the Beijing Olympics. Their biggest lessons revolved around operations: setting rules, managing staff, controlling costs, and improving service—not the coffee itself," Qi Ming explains. He advises, "Instead of partnering with a coffee-trained barista, find an MBA who appreciates the cafe atmosphere. If they grow to love coffee, even better."

The Role of Terroir and Philosophical Elegance

Qi Ming draws parallels between coffee and tea, noting that both are deeply tied to terroir. "Just as the best Longjing comes from West Lake’s Meijiawu in Hangzhou, the finest coffee beans come from specific regions," he says. He also reframes elegance beyond aesthetics—citing examples like Bill Gates’ philanthropy or Steve Jobs’ keynote confidence as forms of elegant action.

When it comes to cafe culture, Qi Ming advocates tolerance and inclusivity. "As long as people turn their passion into a livelihood and align personal and social values, that’s a positive outcome," he says.

Growth Beyond the Metros: Tier 2 and 3 Cities

While major cities dominate the conversation, Qi Ming is excited by the rapid development of coffee shops in second- and third-tier cities. He sees this as a positive trend that brings coffee to new audiences and integrates it into everyday life.

"Our hope is to make coffee accessible to more people. It’s wonderful to see individuals using coffee as part of their daily routine, whether for work or leisure," he says.

Frequently Asked Questions

What did Qi Ming say about the current state of China’s coffee market?

Qi Ming stated that China’s coffee market is still in a phase of quantitative growth. While the number of coffee shops is rapidly increasing, especially in big cities, the overall culture and business maturity are still developing. He believes the direction is positive but that the market has a long way to go in terms of refinement.

How does Beijing’s coffee shop density compare to Tokyo’s?

An expert from Japan’s Jikō Shōji Co., Ltd. found that Beijing’s coffee shop density is only about 50% of Tokyo’s, indicating that there is still significant room for growth in China’s urban coffee market.

Why does Qi Ming believe MBAs make better coffee shop partners than baristas?

Qi Ming argues that successful coffee shops often rely more on solid business management than deep coffee expertise. He has observed that shops run by people with management backgrounds—such as MBAs—tend to outperform those founded solely by coffee enthusiasts, who may lack operational skills.

What does Qi Ming mean when he says 'coffee is just a medium'?

Qi Ming believes that coffee should not be over-analyzed or treated too reverently. Its primary role, he says, is as a medium for social interaction, productivity, and personal space. People visit cafes for reasons beyond the drink itself—like working, chatting, or relaxing—and that everyday use is where coffee’s real cultural value lies.

Where is coffee shop growth happening the fastest in China?

Qi Ming noted that coffee shop development is currently fastest in second- and third-tier cities in China. He finds this trend encouraging, as it introduces coffee to new demographics and integrates it into varied lifestyles beyond major metropolitan areas.

Recommended FrontStreet Beans for Cafe Culture Exploration

For those exploring China’s evolving coffee culture, try FrontStreet Coffee’s Ethiopia Huakui for its vibrant berry and floral notes, a great example of single-origin charm. Pair it with FrontStreet’s Classic Blend for a balanced espresso foundation in milk drinks, or their Sunflower Sunshine Blend for a sweeter, approachable cup ideal for casual sipping. These beans reflect the diversity and accessibility Qi Ming champions. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.