How a Village Official Built a Successful Coffee Shop Chain in China

When 30 young entrepreneurs gathered recently at a café on Taihu Road in Changzhou to share startup stories, one owner stood out—not just for her café’s success, but for juggling multiple businesses and a full-time government role. Her journey from public servant to café entrepreneur offers a case study in balancing passion projects with professional duties.

In just one year, He Xiaojuan’s first coffee shop went from a side hustle to a local landmark, attracting international visitors and earning multiple awards. Here’s how she did it.

From Government Office to Coffee Shop Owner

He Xiaojuan graduated in 2008 and was appointed as a university graduate village official in Jiangsu Province. She currently serves as an assistant village committee secretary and youth league branch secretary in Lufang Village, Xinqiao Town, Xinbei District. Since October 2009, she has also been assigned to the town’s relocation and resettlement office.

Despite her full-time role in public service, He had long dreamed of opening a coffee shop. In August 2008, she launched her first café, “Exclusive Memory,” near Hohai University’s west gate. Balancing a government job with entrepreneurship proved challenging. “It was overwhelming at first—so many small tasks, and I was still working full time. I felt constantly stretched thin,” she recalled.

Building a Customer Base from Scratch

Like many new business owners, He struggled with attracting steady customers. To solve the problem, she took to the streets—literally. During idle hours, she stood outside her shop to attract passersby. One breakthrough came when she approached a foreigner walking by. “I started talking to him, and he came in for coffee. Soon, he was bringing friends,” she said. That encounter led to a steady stream of international visitors. Over time, “Exclusive Memory” became a hub for expats, hosting parties for people from 22 countries and nearly 100 foreign guests.

A marketing graduate, He leveraged her skills to organize events that resonated with her audience. She hosted English corners, photography exhibitions, car enthusiast meetups, and themed parties—all popular with students and young professionals. Within a year, the café had gained a solid reputation.

Awards, Recognition, and Community Impact

By October 2012, “Exclusive Memory” had evolved into an unofficial community hub, with 300-plus members, 18 youth organizations, and a reach of over 3,000 people. The café initiated three volunteer programs, facilitated resource connections for one nonprofit, brokered 10 business collaborations, and matched 20 individual supply-and-demand requests. It also fielded over 10 entrepreneurial consultations and created more than 40 work-study positions for students.

The café’s impact extended beyond its walls. It hosted six inspections by officials from the Communist Youth League Central Committee and Provincial Committee, along with 15 visiting groups—including a summer delegation from Renmin University—and organized 20 large-scale events. Its accolades included six provincial awards, such as “Top 100 Grassroots Youth League Organizations in Jiangsu” and “Outstanding Volunteer Organization in Jiangsu,” plus eight municipal honors like “Changzhou Entrepreneurship Demonstration Project for Village Officials” and “Changzhou Women’s Innovation Excellence Project,” in addition to over 20 district and township-level recognitions.

Expanding the Vision: Cloud Coffee

This year, He took over management of “Cloud Coffee,” a new venture with a clear focus: entrepreneurship. Opened in May, the café has already hosted over 50 events. It established the “Longchuang Heroes Club” with more than 100 members and introduced two signature programs: “Big Shot Cloud Dialogue,” where successful entrepreneurs and returning overseas talent exchange insights with mid-to-senior level managers, and “Startup Afternoon Tea,” a casual meet-up for grassroots entrepreneurs in the early stages of their ventures.

“This shop is designed to support aspiring young entrepreneurs and inspire more young people to start their own businesses,” He explained. Beyond providing a space for networking, “Cloud Coffee” also connects members with valuable resources.

What’s Next: A Third, More Focused Café

He is now planning a third location. “Although both current cafés host various events, I feel the themes are too broad. I want the next one to have a sharper focus,” she said. The upcoming café aims to refine the concept, offering a more targeted experience for its patrons.

Frequently Asked Questions

How did He Xiaojuan balance her government job with running a coffee shop?

He Xiaojuan worked full-time as a village official and youth league secretary while managing her first coffee shop, “Exclusive Memory,” on the side. She balanced both roles by dedicating spare time to the café and learning to multitask effectively, despite initial challenges.

What made “Exclusive Memory” successful in its first year?

“Exclusive Memory” gained traction by hosting themed events like English corners and photography exhibitions, attracting students and young professionals. He also actively engaged with potential customers, including foreigners, leading to a loyal international clientele and recognition as a community hub.

How did the café gain international attention?

He approached and befriended a foreigner passing by her shop, who became a regular and brought friends. This led to the café hosting parties for people from 22 countries and nearly 100 foreign visitors, establishing it as a popular spot for expats.

What awards did “Exclusive Memory” win?

The café received six provincial awards, including “Top 100 Grassroots Youth League Organizations in Jiangsu,” and eight municipal honors, such as “Changzhou Entrepreneurship Demonstration Project for Village Officials,” along with over 20 district and township-level recognitions.

What is the concept behind “Cloud Coffee”?

“Cloud Coffee” is a theme-focused café centered on entrepreneurship. It hosts events like “Big Shot Cloud Dialogue” for experienced entrepreneurs and “Startup Afternoon Tea” for grassroots startups, aiming to support and connect young business owners.

Why is He Xiaojuan opening a third café?

He plans a third location with a clearer, more focused theme because she feels her current cafés, while successful, host too many diverse events. The new café will refine the concept for a more targeted customer experience.

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