Coffeenomics: How China's CoffeeBene CEO Quit Over Unpaid Salary

Coffee industry executives don’t usually resign with public letters—but when they do, it’s rarely good news. In this case, the departure of CoffeeBene China CEO Qidong wasn’t just abrupt: it exposed eight months of unpaid wages and a company crippled by financial mismanagement.

Qidong stepped down on June 1, 2015, after going eight full months without pay—four of those months before he even officially took the reins as CoffeeBene’s chief executive in January 2015.

The Sudden Exit

On May 25, 2015, Qidong’s resignation letter went viral on Chinese social media. It stated plainly: “As of June 1, I will resign from my position as CEO of CoffeeBene and seek other opportunities.” His secretary confirmed the authenticity of the letter. This came just four months after Qidong had publicly committed to turning the company around in a January 8 letter where he pledged to lead CoffeeBene’s daily operations.

From High Hopes to Hard Times

Qidong didn’t mince words in his resignation. He pointed to critical financial errors at CoffeeBene that left operations severely constrained. Most damaging: the company’s Chinese shareholders had stopped covering costs out of pocket three months earlier, and Qidong himself hadn’t received a paycheck since August 2014—four months before he joined as CEO. That’s eight consecutive months without compensation.

CoffeeBene’s Rise and Fall

CoffeeBene started in South Korea in 2008 and entered China in 2012 as a joint venture. For over two years, it expanded rapidly. But by late 2014, stories of unpaid staff, withheld supplier payments, store closures, and franchise deception dominated headlines. Qidong took the helm amid this chaos, attempting damage control. Initially, he blamed “unfair tactics” by competitors for tarnishing the brand’s image. He laid out ambitious goals: 3,500 stores, RMB 300 million in profit by 2016, leadership in China’s casual coffee market, and a Hong Kong IPO. By June 2015, none of that remained realistic.

Who Is Qidong?

Before CoffeeBene, Qidong had nearly a decade of experience in multinational oil companies. He helped bring Ajisen Ramen to a Hong Kong IPO in 2007 and served as group vice president. Over ten years in chain restaurant management, he led multiple businesses through strategic funding and operational turnarounds. He had already been with CoffeeBene for over a year before becoming CEO, focusing on supply chain development and regional management in eastern China.

What Happens Next?

In his resignation letter, Qidong announced plans to build several new ventures: a brand chain strategy consultancy, a supply chain management firm, an operations management company, and a financial services provider. Despite stepping down, he remains a creditor and intends to support CoffeeBene independently—assisting with financing or even restructuring efforts on a personal basis.

Frequently Asked Questions

Why did CoffeeBene CEO Qidong resign?

Qidong resigned on June 1, 2015, citing the company’s financial mismanagement and his own eight-month unpaid salary. He stated efforts to secure external funding had failed, prompting his departure.

How long was Qidong not paid?

Qidong did not receive a salary for eight consecutive months, beginning from August 2014—four months before he officially became CEO in January 2015.

What were Qidong’s goals for CoffeeBene?

He aimed for 3,500 stores, RMB 300 million profit by 2016, to become China’s top casual coffee brand, and to list on the Hong Kong stock exchange—all of which were shelved.

What experience did Qidong have before CoffeeBene?

He had almost 10 years in multinational oil firms, helped Ajisen Ramen IPO in Hong Kong, and spent a decade in chain restaurant management focused on funding and operations.

What does Qidong plan to do next?

He intends to start a brand strategy consultancy, a supply chain firm, an ops management company, and a financial services business. He’ll also remain a CoffeeBene creditor aiding in possible restructuring.

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