Cross-Strait Coffee: China’s Sino-Foreign Joint Venture Chain

If you’ve ever wondered how a Chinese coffee and dining chain managed to attract major international investment while building a national brand, the story of Cross-Strait Coffee offers concrete answers. This isn’t just about coffee—it’s about creating a unified brand across multiple formats with backing from global finance.

Cross-Strait Coffee, founded by Zhejiang businesswoman Jin Meiyang, is a globally recognized Sino-foreign joint venture coffee and Western restaurant chain. In 2008, it secured over RMB 200 million in investment from Goldman Sachs and Watson Investment, two of the world’s leading financial institutions.

What Is Cross-Strait Coffee?

Cross-Strait Coffee is a Sino-foreign joint venture that operates a network of coffee and Western-style restaurants. It was established as an upgraded brand from the earlier “Island Coffee,” rebranded to reflect broader cultural and commercial connections—symbolized by its logo of a coffee cup with a rainbow or bridge arc. The brand aims to serve as a meeting point for dialogue and business, whether across the Taiwan Strait or in everyday professional and social contexts.

The Brand’s Origins and Growth

The journey began in 1998 when Jin Meiyang entered the coffee and Western food industry. By 2003, Cross-Strait Coffee emerged as the upgraded brand of Island Coffee, introducing a distinct identity. It became the first coffee and Western restaurant chain in China to be awarded the “China Well-Known Trademark” status in 2008—a significant milestone for a domestic hospitality brand.

The logo, combining a coffee cup with a rainbow or bridge motif, symbolizes connection, reflecting the brand’s vision to be a platform for communication and collaboration across various groups, from business partners to friends and couples.

Multi-Brand Strategy and Expansion Plans

Cross-Strait Coffee has pursued a multi-brand strategy alongside its core offering. In addition to the flagship coffee and Western restaurant chain, the company operates several other dining concepts, including Kaka King Steak Restaurant, Cross-Strait Teppanyaki, and Mu Lan Japanese Restaurant.

The company has outlined a strategic plan to expand across four key regions in China: East China (centered on Hangzhou), Central China (centered on Wuhan), North China (centered on Tianjin), and Western China (centered on Chongqing). The long-term goal is to establish 5,000 Cross-Strait Coffee restaurants nationwide within ten years.

As part of this expansion, Cross-Strait Coffee plans to replicate its central kitchen, training academy, coffee bean processing facility, and logistics system in Tianjin, Wuhan, and Chongqing within two years. These regional hubs will support standardized operations, ensuring consistency in food quality, service, hygiene, and taste across locations.

Investment and Corporate Backing

In 2008, Cross-Strait Coffee attracted a major vote of confidence from global investors. Goldman Sachs, ranked as the world’s top investment bank and a Fortune 500 company, along with Watson Investment, invested over RMB 200 million into the brand. This financial backing enabled the chain to strengthen its infrastructure, refine its business model, and pursue ambitious growth targets with the goal of building a nationally recognized Chinese coffee and dining brand.

Frequently Asked Questions

What is Cross-Strait Coffee?

Cross-Strait Coffee is a Sino-foreign joint venture coffee and Western restaurant chain founded by Chinese entrepreneur Jin Meiyang. It rebranded from Island Coffee in 2003 and is known for its mission to create a culturally connected dining and coffee experience across China.

When was Cross-Strait Coffee founded?

The brand originated from Island Coffee in 1998, but Cross-Strait Coffee was formally established as an upgraded concept in 2003. It gained national attention and investment by 2008.

Which international investors backed Cross-Strait Coffee?

In 2008, Cross-Strait Coffee received over RMB 200 million in investment from Goldman Sachs, a leading global investment bank, and Watson Investment, solidifying its financial foundation for nationwide expansion.

How many restaurants does Cross-Strait Coffee plan to open?

The brand has a long-term goal to open 5,000 locations across China within ten years, with a development strategy focused on four major regions: East, Central, North, and West China.

What other dining brands are part of Cross-Strait Coffee’s portfolio?

Besides its core coffee and Western restaurants, the company also operates Kaka King Steak Restaurant, Cross-Strait Teppanyaki, and Mu Lan Japanese Restaurant as part of its multi-brand strategy.

What is the significance of the Cross-Strait Coffee logo?

The logo features a coffee cup combined with a rainbow or bridge arc, symbolizing connection and dialogue—whether across the Taiwan Strait or in personal and business relationships.