Yang Jinfa, chairman of cross-strait coffee: brewing coffee like Hangzhou

Who is Yang Jinfa? Some people may not know, but when it comes to cross-strait coffee, you will understand that he is the chairman of cross-strait coffee, a Taiwan businessman and a son-in-law in Hangzhou.

Over the decades since taking root in the mainland, Yang Jinfa has successfully changed from an "Asian zipper king" to the "head" of coffee on both sides of the strait. He says he wants to open 5000 coffee shops and bring Hangzhou culture to the world.

Operating coffee is more of a business culture.

At the coffee shop on both sides of the strait, the sun fell through the floor-to-ceiling glass and fell on several fine internal periodicals, with Yang Chin-fa's wife Jin Mei-yang on the cover and the title "Congratulations on the success of the Grand Canal's application for heritage!"

A cup of coffee, a bridge, successful communication begins with the two sides of the strait, such a LOGO interprets the concept of cross-strait coffee incisively and vividly. Yang Jinfa said that he loves Chinese culture and likes the history of Hangzhou. Chinese elements such as calligraphy, painting and Chinese knots can be seen everywhere on both sides of the strait. In his view, running coffee and western food is more like running a culture.

"We have printed tableware on the five mountains, peonies, and the four beauties of China, and then we will print the ten sights of the West Lake, because many foreigners like Hangzhou, and there is only one West Lake in the world. We have to use the medium of cross-strait coffee to introduce Hangzhou to the world." Although many years have passed, Yang Jinfa's local accent has not changed. In Yang Jinfa's vision, he hopes to build "Cross-Strait Coffee" into a coffee and western food chain that belongs to the Chinese, and then drive it to Seattle and New York, so that foreigners can also feel the strong "Chinese flavor."

"I just want to open 5000 coffee shops."

Yang Jinfa was originally from Taiwan. Before he came to Hangzhou, he was already a famous "zipper king" in Guangdong, with assets of more than 100 million and more than 10,000 employees.

Later, he married Jin Meiyang and became a "Hangzhou son-in-law".

On a return to Hangzhou, Yang Jinfa was surprised to find that the western restaurants in high-end star hotels such as Madison and Shangri-La in Hangzhou were very expensive, but they were still very popular. He thought that it would be nice to open a business coffee shop in Hangzhou that pays attention to culture and communication. As a result, in March 2001, the third cross-strait coffee shop opened by the West Lake after Dongguan and Yiwu.

After more than a decade of development, the service, food, environment and culture of cross-strait coffee have been gradually recognized by consumers. at present, there are more than 700 stores in the country. and expanded teppanyaki, Muzhilan Japanese cuisine, Kaka and King Steak Restaurant and other catering brands.

"after receiving a capital injection of US $30 million from Goldman Sachs and Watson Capital in 2008, our vision is to open 5000 coffee and western food chains across the country to be a Starbucks in China." Yang Jinfa said.

"it's good to be a 'Hangzhou son-in-law'!"

His career is in Hangzhou and his family is in Hangzhou. Yang Jinfa has a different feeling about Hangzhou. He likes Hangzhou. He often takes his lover to the West Lake for a walk and tea. He believes that Hangzhou is not only a comfortable environment, but also a good investment environment. It's a city that makes people feel at ease.

"when Goldman Sachs invested in cross-strait coffee, more than 100 stores in Hangzhou had to be changed from self-employed to companies, and the government opened a green channel for us, which could be done in 45 days. If we were in other cities, it would be impossible, pragmatic and efficient. I'm afraid this is the spirit of Hangzhou people." For Hangzhou, Yang Jinfa does not hesitate to praise.

In his view, the opening of Hangzhou's atmosphere led to the achievement of Alibaba and coffee on both sides of the strait. He is full of attachment to the city. "every time I go back to Hangzhou, when the plane arrives at Xiaoshan Airport, when I look at the land under my feet, I have a feeling of going home, but now I am not used to living in Taiwan. I want to go back to Hangzhou after less than two or three days."

Anyone familiar with Yang Jinfa knows his other identity: the president of the Hangzhou Association of Taiwan compatriots Investment Enterprises. At the recent celebration of the 16th anniversary of the Taiwan Association, Yang Jinfa said bluntly: "it's good to be a 'Hangzhou son-in-law'!"