How a Grad Student Built a Coffee Chain in China

When most college grads scramble for stable office jobs, Zheng Qibin—just 23 and fresh out of Guangdong University of Finance & Economics—already ran three coffee shops across Guangzhou and Foshan. His brand, Actions (formerly ''), targets university students, blending coffee with community. But how does a social work major go from zero to three cafés in under four years?

Zheng Qibin and his team launched three coffee locations (two in Foshan, one in Guangzhou’s university district) by age 23, beginning with a pub side hustle and a national business plan competition win. Their brand, Actions , now focuses exclusively on campus coffee culture.

The Pub That Sparked It All

In 2010, Zheng arrived at Guangdong University of Finance & Economics and quickly joined 'Rongqi' , a student team founded by senior Wu Zhiwei. The group’s motto—'One can walk fast alone, but farther together'—resonated with him. By 2011, he led the team when they opened Rongqi Pub, a 20-square-meter student bar. On opening night, Zheng shook 60–70 cocktails until dawn, running out of ice and borrowing from a nearby bubble tea shop. They closed at 5 AM, then debriefed until morning. 'It was crazy,' he laughs. 'Maybe that’s when the fighting spirit kicked in.'

From Bar to Coffee Shop

The pub’s success led to bigger plans. Rongqi joined a 'Challenge Cup' entrepreneurship competition, where Zheng’s team proposed a campus coffee shop—needed, market-gap-rich, and a cultural bridge. Their 100-page plan won a provincial bronze. Later, they upgraded to gold and advanced to nationals. But first, they needed a real café.

They eyed a vacant 260-square-meter space in their school’s library basement. After months of pitching to skeptical administrators (even surviving on just 11 yuan for lunch, buying eight-bottle packs of congee), the school finally leased them the spot. Funding the 150,000-yuan startup proved harder: they sold the pub, crowdfunded, and took loans. Then came the build-out.

DIY Design and Renovation

With no design experience, Zheng and his cofounders studied space-planning books, consulted local pros, and merged ideas into a final blueprint. To save costs, they managed a semi-DIY renovation: measuring, sanding wood, hauling materials, and building cabinets—all while sweltering through 35°C heat. 'Our clothes could wring water,' Zheng says. By November 2012, their first café, '', opened in the Foshan campus library basement—the first 'butterfly' emerged.

Growth and Brand Vision

By 2013, Zheng (then 22) expanded: a second shop (with handwritten blackboard menus by Zheng) and a third in Guangzhou’s university district, featuring a book nook with stuffed animals and plants. Each café stays small (50–100 sq m), tailored to campus life. Employees are all Gen-Z coffee lovers, often sent for barista/management training. Zheng kept his grades up too, earning scholarships despite the grind.

The brand’s butterfly logo symbolizes transformation—'from egg to flight, through hardship.' Zheng’s mantra: 'Dreams bloom through madness; actions prove loyalty; sharing moves hearts.' Parents initially resisted, but his dad later told him: 'If you’re set, commit fully. Failure isn’t the worst—lack of focus is.' Now, Zheng aims to make Actions China’s top campus coffee chain, with plans for a microfilm to inspire other young entrepreneurs.

Frequently Asked Questions

How did Zheng Qibin start his coffee business?

Zheng began by joining a student team called 'Rongqi', then opened a pub (Rongqi Pub) in 2011. The pub’s success led to a business plan competition entry for a campus coffee shop, which won a provincial award. With funding from selling the pub, loans, and crowdfunding, they opened their first coffee shop in 2012 inside a vacant university library space.

What is the name of Zheng’s coffee brand?

The brand is named 'Actions' (formerly ''), which means 'Determined Action' in English. The logo features a butterfly symbolizing transformation and the journey from struggle to success.

How many coffee shops did Zheng open by age 23?

By the age of 23, Zheng had opened three coffee shops: two in Foshan and one in Guangzhou’s university district, all targeting the campus coffee market.

What challenges did Zheng face in opening his first café?

Challenges included convincing university administration to lease a vacant library space, raising 150,000 yuan in startup funds (solved by selling a pub, loans, and crowdfunding), and managing a DIY renovation with no professional design or construction experience.

What is Zheng’s goal for the Actions coffee brand?

Zheng aims to make Actions China’s leading campus coffee chain, promoting a unique coffee culture within universities. He also plans to produce a microfilm based on his team’s journey to inspire other young entrepreneurs.

How did Zheng balance studies and entrepreneurship?

Despite running his coffee business, Zheng maintained his academic performance, earning scholarships. He balanced responsibilities by integrating real-life lessons into his studies and staying highly organized.