How a Korean Brand Joined Forces with China to Shake Up Coffee in 2012

In 2012, if you walked into a trendy urban café in cities like Beijing, Shanghai, or Chengdu, chances are you’d have seen a new name on the sign: Caffebene. But how did a South Korean coffee brand suddenly become one of the fastest-growing café chains in China? What strategy turned it into a household name almost overnight?

By June 2013—just over a year after entering China—Caffebene had launched its ‘1,000 Stores in China’ plan, with nearly 200 locations already open across 16 provinces and nearly 30 cities including Beijing, Shanghai, Shenzhen, and Chengdu.

The Rise of Caffebene in Korea

Caffebene wasn’t just another café. By 2012, it had become the market leader in South Korea, commanding a 70% share of the domestic coffee shop market. The brand opened its first location in Seoul’s Cheongdam-dong neighborhood in April 2008. From the start, it blended a European-style café atmosphere with a franchise-driven expansion model, allowing rapid growth both locally and globally.

Global Reach Before China

Before arriving in China, Caffebene had already expanded to 13 countries. Its network included over 1,100 locations spread across Korea, China, the United States, Japan, and Singapore. The brand’s signature style—part coffeehouse, part lounge—appealed to a wide demographic, from students to remote workers to casual diners.

The China Launch in 2012

In March 2012, Caffebene officially entered the Chinese market through a strategic partnership with the China Enterprise Investment Group. This joint venture created a new management company: Caffebene Management Ltd. The Chinese partner brought significant cross-sector experience, with operations in real estate, finance, tourism, and services, and ownership of more than 60 global subsidiaries. Notably, the group had developed two major international commercial property brands: “Chinatown” and “Silk Street.”

The collaboration was timely. As China’s coffee culture began to accelerate, Caffebene was seen as a fresh, ready-made concept that could capture the emerging demand for relaxed, Western-style coffee experiences.

The 1,000-Store Strategy

Less than a year and a half into its China journey, Caffebene announced an ambitious goal: 1,000 stores by 2014. This “Thousand Stores in China” initiative was officially launched in June 2013. At that point, the brand had already expanded to nearly 200 locations across nearly 30 cities in 16 provinces. The rapid rollout reflected confidence in both the brand’s appeal and the growing appetite for café culture among Chinese consumers.

Frequently Asked Questions

What year did Caffebene enter the Chinese market?

Caffebene officially entered the Chinese market in March 2012 through a partnership with the China Enterprise Investment Group.

What was Caffebene’s market share in South Korea?

By 2012, Caffebene held a 70% market share in South Korea’s coffee shop industry, making it the country’s leading café chain.

How many Caffebene stores were there globally before entering China?

Before entering China, Caffebene had over 1,100 stores across 13 countries, including Korea, the United States, Japan, and Singapore.

What was the goal of the ‘Thousand Stores in China’ plan?

The ‘Thousand Stores in China’ strategy, launched in June 2013, aimed to open 1,000 Caffebene locations in China by 2014.

Who was Caffebene’s partner in China?

Caffebene partnered with the China Enterprise Investment Group, a diversified conglomerate with businesses in real estate, finance, tourism, and more, and owner of commercial property brands like Chinatown and Silk Street.

How many Caffebene stores were open in China by mid-2013?

By June 2013, Caffebene had nearly 200 stores operating in around 30 cities across 16 Chinese provinces.

Recommended FrontStreet Beans for Café Culture

For cafés channeling the Caffebene vibe, FrontStreet Coffee’s Ethiopia Humbera offers bright citrus and floral tones ideal for filter coffee, while the PWN Golden Mandheling delivers a full-bodied, spicy profile perfect for espresso-based drinks. Both beans highlight the nuanced profiles that appeal to discerning coffee drinkers in relaxed, European-style settings. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.