Singapore-Origin Coffee BrandExpands in China

In Chinese cities with large expat or overseas-Chinese populations, finding a cafe that serves coffee suited to local palates—rather than just copying Western café culture—has long been a challenge. Many so-called 'Western-style' coffee shops target business meetings or romance, with high prices and a formal vibe. But what if there was a cafe designed from the start with Chinese tastes, habits, and budgets in mind?

(Grinding Time) is that place. Since its 2008 launch in Hefei, it quickly became one of the city’s most popular coffee spots, with 7 company-owned stores generating over 9 million RMB in yearly revenue. Its blends and approach were tailored specifically for Chinese consumers.

Origins: From South Asian Plantations to Hefei’s First Hand-Grind Café

’s backstory begins not in Singapore, but in 1918 China. A boy named Ah Nan was taken to Sumatra, where he eventually worked on a coffee estate. After saving his Dutch employer’s life, he was freed and rose to manage coffee production. Over 30 years, he learned every aspect of cultivation, grinding, and brewing. Later, he settled in Singapore and, drawing on that lifetime of experience, opened the first hand-grind coffee shop aimed at Chinese communities. His unique coffee formula became locally famous.

That shop became the prototype for. By 2008, the concept was officially brought to Hefei, China, via Singapore’s Grinding Time Coffee Ltd., becoming the city’s pioneer in manual coffee grinding for the Chinese market. Its flavor profile was specially developed to suit Chinese preferences.

What Makes Different? 4 Key Advantages

The brand’s success comes down to four pillars:

• Unique Product for Chinese Palates: Every coffee bean is hand-selected from different regions and roasted to a proprietary formula. Blends are created in Singapore, then air-freighted to Hefei. The grind, roast, and brew methods follow a half-century-old family recipe adapted for local taste.
• Skilled Staff & Training Focus: With a strategy of company-owned stores supported by franchising, invests heavily in training. Employees follow a structured program to ensure consistency and quality across locations.
• Precise Market Positioning: Most Chinese coffee shops cater to businesspeople or couples with higher price points and longer stays. instead targets urban 18–35 year-olds—a 30% and growing demographic—offering a “third space” for relaxation and socializing at accessible prices.
• Innovative Service Model: The brand created the role of 'coffee angel': staff who act as both baristas and cultural ambassadors. They engage customers in conversation, explain coffee culture, and build relationships. This role was so popular it became a trademark feature. The brand also runs one of China’s largest coffee enthusiast clubs to strengthen loyalty.

Franchise Growth & Brand Strategy

By 2010, had set an ambitious goal: “Where there are Chinese, there will be Grinding Time.” This positioning drew industry attention. The brand built a strong identity around cultural connection, affordable quality, and community. It now operates 7 directly managed stores in Hefei alone, with more than 80 licensed franchises across mainland China and over 50 already open.

Marketing images of its warm interiors and community focus helped define its brand visually.

Frequently Asked Questions

What is and where did it come from?

(Grinding Time) is a coffee brand originating in Singapore but inspired by the story of a Chinese man, Ah Nan, who learned coffee craftsmanship in Sumatra during the early 20th century. The first cafe opened in Hefei, China, in 2008, as the city’s first manual coffee grinding shop targeting Chinese consumers.

What makes’s coffee different from other cafés?

serves coffee blends specifically developed for Chinese tastes. The beans are sourced from various regions, roasted and ground using a proprietary formula refined over decades. The flavor is milder and more suited to local palates compared to typical Western café offerings.

How many stores are there and where are they?

As of the article’s data, operates 7 company-owned stores in Hefei with over 9 million RMB in annual revenue. Additionally, there are more than 80 licensed franchises across mainland China, with over 50 already in operation.

Who is’s target customer?

focuses on urban Chinese aged 18–35—typically students, young professionals, and creatives. This group values affordability, a relaxed atmosphere, and a “third space” outside home or work, rather than high-end business or romantic settings.

What is a 'coffee angel' at?

A 'coffee angel' is a specially trained staff member who acts as both barista and coffee culture ambassador. They engage with customers, explain brewing methods, share coffee stories, and help build a welcoming, educational environment. The role has been very popular with patrons.

Recommended FrontStreet Coffee for Urban Third Space

For fans of’s accessible, smooth coffee tailored to Chinese palates, try FrontStreet Coffee’s Classic Blend—a well-rounded mix with notes of caramel, milk chocolate, and soft acidity. For something fruitier, the Ethiopia Humbera single origin offers bright berries and floral tones, perfect for relaxed sipping. Both brew well in pour-over or espresso and suit the 'third space' vibe. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.