How Yang Jinfa Brought Hangzhou Culture to 700 Coffee Shops

When you walk into a Cross-Straits Coffee shop in China, you’re not just buying a latte—you’re stepping into a space where coffee meets Chinese heritage. But how did a Taiwanese businessman who once made his fortune in zippers end up running one of the country’s largest Western-style restaurant and coffee chains? And why is he so determined to bring Hangzhou’s culture to the world, one cup at a time?

Yang Jinfa, chairman of Cross-Straits Coffee, aims to open 5,000 coffee shops worldwide and use the brand to promote Hangzhou’s culture globally. The company already operates over 700 locations and multiple dining brands across China.

From Zipper King to Coffee Mogul

Yang Jinfa wasn’t always in the coffee business. Originally from Taiwan, he built a successful zipper manufacturing empire in mainland China with assets worth hundreds of millions and over 10,000 employees. But after marrying his wife, Jin Meiyang, a native of Hangzhou, he became a “Hangzhou son-in-law” and eventually shifted his focus to the hospitality industry.

In 2001, noticing the high prices and strong demand for coffee in luxury hotels around West Lake, Yang saw an opportunity. That year, he opened the third Cross-Straits Coffee location on the shores of West Lake—following stores in Dongguan and Yiwu. His vision? A café that emphasized not just coffee, but cultural connection and business networking.

A Café as Cultural Bridge

The Cross-Straits Coffee brand isn’t just about caffeine—it’s about culture. The logo itself symbolizes connection across the Taiwan Strait. Inside its cafés, you’ll find Chinese art, calligraphy, and traditional décor like Chinese knots. Yang has taken it further by printing images of China’s Five Great Mountains, peonies, and the Four Beauties of ancient China onto dinnerware—and plans to add the Ten Scenes of West Lake next.

“We want to introduce Hangzhou—and all of China—to the world,” Yang says. With many foreigners fascinated by West Lake, he sees Cross-Straits Coffee as the perfect vehicle to share authentic Chinese aesthetics globally. Utensils featuring iconic imagery help tell that story with every meal and coffee served.

The 5,000-Store Vision

After securing a $30 million investment from Goldman Sachs and Watson Capital in 2008, Cross-Straits Coffee set an ambitious goal: to become China’s answer to Starbucks by opening 5,000 coffee and Western-cuisine locations. The brand has since expanded beyond coffee shops to include other restaurant concepts such as teppanyaki, Japanese restaurant Mushilan, and steakhouse Kaka & King.

Yang’s dream isn’t limited to China. He wants to take the brand international—with locations in cities like Seattle and New York—showcasing Chinese flavors and culture abroad. “I just want to open 5,000 coffee shops,” he says plainly, but the mission behind it is far larger: to build a globally recognized Chinese café brand.

Why Hangzhou Is Home

Though born in Taiwan, Yang considers Hangzhou his true home. He and his wife frequently stroll along West Lake, sipping tea and enjoying the city’s relaxed pace. He praises Hangzhou’s business-friendly environment, highlighting how local officials expedited the conversion of 100+ individual Cross-Straits outlets to corporate entities in just 45 days—a process he claims would have taken far longer elsewhere.

“When my plane lands in Xiaoshan Airport, I feel like I’m coming home,” Yang says. Though he still visits Taiwan, he now finds it harder to adjust to life there. “I can’t stay more than a couple of days before wanting to return to Hangzhou.” His affection for the city is shared professionally—he serves as president of the Hangzhou Taiwanese Investment Enterprises Association.

Frequently Asked Questions

Who is Yang Jinfa?

Yang Jinfa is a Taiwanese businessman and the chairman of Cross-Straits Coffee. Once known as the “Zipper King” in mainland China, he shifted to the café and restaurant business after marrying a Hangzhou native. He is also the president of the Hangzhou Taiwanese Investment Enterprises Association.

What is Cross-Straits Coffee?

Cross-Straits Coffee is a Chinese café and Western-dining chain founded by Yang Jinfa. It emphasizes cultural exchange and Chinese heritage, with over 700 locations across China and additional brands including teppanyaki, Japanese, and steakhouse restaurants.

How many coffee shops does Yang Jinfa want to open?

Yang Jinfa aims to open 5,000 coffee shops worldwide under the Cross-Straits Coffee brand. This goal was set after the company received a $30 million investment in 2008, with plans to expand both in China and internationally, including to cities like Seattle and New York.

What role does Hangzhou play in Yang Jinfa’s business?

Hangzhou is central to Yang Jinfa’s identity and business strategy. He considers it his home, admires its business environment, and uses Cross-Straits Coffee to promote Hangzhou’s culture—including its scenery, history, and lifestyle—to both domestic and international customers.

Has Cross-Straits Coffee expanded beyond coffee?

Yes, Cross-Straits Coffee has grown to include multiple dining concepts such as teppanyaki restaurants, Japanese cuisine under the Mushilan brand, and steakhouse dining at Kaka & King, alongside its core coffee shops.

Why did Yang Jinfa get involved in the coffee business?

Yang entered the coffee business after observing the demand for Western-style coffee in Hangzhou’s luxury hotels. Seeing an opportunity to create a culturally rich café experience, he opened his first location in 2001 with the goal of blending coffee with Chinese cultural elements and business networking.

Recommended FrontStreet Beans for Cultural Café Experiences

For a café inspired by Hangzhou’s refined charm, try FrontStreet Coffee’s Ethiopia Humbera—bright with jasmine and citrus—or the Brazil Queen Manor, a smooth espresso with chocolate and nut notes. Both highlight the kind of quality and storytelling that aligns with Cross-Straits Coffee’s cultural mission. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.