How Rosa Cake and 90+ Coffee Are Uplifting Changsha's Specialty Scene

In Changsha’s fast-growing coffee scene, where consumers increasingly demand more than just convenience, one local bakery chain is making a bold move. Rosa Cake—already a strong rival to McDonald’s McCafé—is going beyond basic espresso drinks by investing in high-end pour-over experiences and sourcing premium beans. But how serious is the brand about quality, and what does that mean for coffee drinkers in the city?

Rosa Cake is partnering with 90+ Coffee and Wang Li Coffee, an international coffee system operator, to bring top-tier single-origin beans and professional pour-over techniques to its stores. At an August 3 event in Changsha, 2015 World Pour-Over Champion Odd-Steinar Tøllefsen shared brewing insights and led a cupping of 90+ Coffee beans, giving attendees a sensory rethink of what great coffee can be.

A New Push for Premium in Changsha

Rosa Cake has emerged as a major player in Changsha’s coffee market, competing strongly with established chains like McCafé. After introducing a single pour-over coffee option, the brand has now escalated its efforts by collaborating with 90+ Coffee and Wang Li Coffee. The goal is clear: to elevate its coffee offerings citywide and meet rising consumer expectations for specialty brews. The brand plans to roll out a dedicated 'coffee series' across all its outlets.

Why Specialty Coffee Is Taking Hold in China

According to Wang Li Coffee’s chairman, Wang Zhucen, China’s coffee market is entering a phase of rapid growth. While per capita consumption still lags behind Western countries, the market is expanding at around 50% annually. He noted that low-quality coffee no longer satisfies modern consumers, especially as lifestyle changes and demographics shift. This trend is driving demand for better beans, more transparency, and skilled brewing methods—exactly what Rosa Cake aims to provide.

What 90+ Coffee and a World Champion Brought to the Table

The August 3 event in Changsha wasn’t just a tasting—it was an educational deep dive. Attendees participated in a cupping of 90+ Coffee beans, experiencing nuanced flavors firsthand. More notably, 2015 World Pour-Over Champion Odd-Steinar Tøllefsen shared his expertise on manual brewing. His session helped local coffee lovers understand the techniques and sensory details that define high-quality pour-over coffee, shifting perceptions from ordinary to extraordinary.

What the Data Says About Coffee Trends in China

Research from China Business Intelligence Network highlights a key shift: fresh-ground, specialty coffee is outpacing instant coffee in both popularity and growth potential. As consumers become more discerning, they’re paying attention to brand, flavor profile, and origin—seeking an experience, not just caffeine. This aligns with Rosa Cake’s strategy to integrate premium pour-over options and educate customers through collaborations with leading industry names.

Frequently Asked Questions

Who is Odd-Steinar Tøllefsen and why was he at the Rosa Cake event?

Odd-Steinar Tøllefsen is the 2015 World Pour-Over Champion. He was invited to share his expertise in manual brewing techniques with Changsha coffee enthusiasts at an August 3 event hosted by Rosa Cake, 90+ Coffee, and Wang Li Coffee. His session focused on the craft behind high-quality pour-over coffee.

What is 90+ Coffee, and how is it involved with Rosa Cake?

90+ Coffee is a provider of premium single-origin coffee beans. Alongside Wang Li Coffee, it partnered with Rosa Cake to supply high-quality beans and support a specialty coffee cupping event in Changsha on August 3, aiming to raise local coffee standards.

Is Rosa Cake planning to expand its coffee menu?

Yes. Rosa Cake has stated that it will introduce a full 'coffee series' across all its outlets. This move comes as part of its strategy to cater to the growing demand for specialty coffee in Changsha and beyond.

What did attendees do at the August 3 coffee event in Changsha?

Attendees participated in a cupping of 90+ Coffee beans and listened to a talk by 2015 World Pour-Over Champion Odd-Steinar Tøllefsen. The event aimed to enhance their understanding and appreciation of specialty pour-over coffee.

Why is premium coffee becoming more popular in China?

According to Wang Li Coffee’s chairman, China’s coffee market is growing rapidly at about 50% per year. Consumers are developing more refined tastes and no longer find low-quality coffee satisfying, driving demand for better beans, origins, and brewing methods.

Recommended FrontStreet Beans for Pour-Over

For pour-over fans exploring Changsha’s evolving coffee scene, FrontStreet Coffee’s Ethiopia Yirgacheffe Gedeb offers bright citrus, berry, and floral notes with a sweet, tea-like finish—ideal for highlighting technique. The Ethiopia Humbera shines with intense tropical fruit and juicy sweetness, often described as 'the coffee that doesn’t taste like coffee.' For a richer yet balanced cup, try the Kenya Little Tomato with its bold tomato, plum acidity and layered stone fruit flavors. All three showcase the vibrancy and clarity that pour-over brewing is known for. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.