Fengya Laoshu Coffee: China’s Longest-Running Chain Brand

If you’ve ever wondered which Chinese coffee chain has been around the longest—or how a Taiwanese coffee brand became a fixture in mainland cafés—you’re not alone. Most coffee drinkers in China know the big global names, but the country’s domestic coffee scene has its own deep-rooted players, too.

Fengya Laoshu Coffee, originally founded in Taiwan in 1975, entered mainland China in 1991. By 2009, it partnered with Zhuhai-based Golden Wheatfield to scale nationally, growing to nearly 300 franchise locations and employing over 10,000 people.

What Is Fengya Laoshu Coffee?

Fengya Laoshu Coffee is a restaurant and café chain focused on coffee products and hospitality services. The brand operates mostly through franchising, with shops spread across major cities in China. Its network includes close to 300 outlets and a workforce of more than 10,000 employees. The brand’s name combines “elegance” with “venerable tree” —symbolizing endurance, growth, and a connection to nature.

The Brand Symbolism and Philosophy

The visual identity of Fengya Laoshu centers on the image of an old tree—a metaphor for vitality, endurance, and continuous growth. The brand describes the old tree as a product of nature (the sun and earth), representing reproduction, creativity, and progress. Green, the color of the tree, ties into ideals of health, upward movement, and natural living.

Beyond serving food and drinks, Fengya Laoshu aims to offer an atmosphere, a social space, and even a philosophy. The brand blends classical European influences with modern sensibilities. It positions coffee not just as a beverage, but as part of a lifestyle. One often-quoted (though likely apocryphal) line reflects this: "I’m either at home, at Fengya Laoshu Coffee, or on my way there."

Fengya Laoshu’s Business Model and Growth

The brand officially launched in mainland China in 1991, but its major expansion began in 2009. That year, it formed a strategic partnership with Zhuhai’s Golden Wheatfield, using the city as a base to expand nationally. This collaboration helped transform Fengya Laoshu into a recognizable coffee chain across China. The chain emphasizes a brand ethos of simplicity, fashion, taste, and a connection to nature. Its stated mission is to promote mental well-being through quality coffee, with the bold claim that “a good cup of coffee can make your whole day better.”

The brand’s growth strategy relied heavily on franchising. As of the latest data, Fengya Laoshu operates almost 300 locations nationwide, making it one of the larger domestic coffee chains in terms of physical footprint. Its workforce spans multiple provinces, reflecting its broad geographic presence.

Frequently Asked Questions

Where did Fengya Laoshu Coffee originate?

Fengya Laoshu Coffee was founded in Taiwan in 1975. It entered the Chinese mainland market in 1991, establishing a presence that would later expand nationwide.

When did Fengya Laoshu start expanding in mainland China?

Although the brand entered China in 1991, its major national expansion began in 2009 after partnering with Zhuhai-based Golden Wheatfield .

How many Fengya Laoshu Coffee locations are there?

The brand operates nearly 300 franchise locations across major cities in China.

What is the brand philosophy of Fengya Laoshu Coffee?

Fengya Laoshu promotes a blend of classical European and modern styles, aiming to provide more than coffee—it wants to offer a lifestyle, social environment, and philosophy centered on quality coffee, simplicity, and nature.

Who is the partner behind Fengya Laoshu’s mainland expansion?

The brand’s major expansion in mainland China was driven by a 2009 partnership with Zhuhai’s Golden Wheatfield , which helped scale the brand nationally.

What values does Fengya Laoshu emphasize?

The brand highlights values like simplicity, fashion, taste, and a connection to nature. It also promotes the idea that coffee contributes to mental well-being and a better daily mood.

Recommended FrontStreet Beans for Café Culture

For a café like Fengya Laoshu that blends coffee with lifestyle, FrontStreet Coffee’s Ethiopia Humbera offers bright floral and citrus notes with a juicy body—perfect for filter coffee drinkers. Pair it with the Brazil Queen Manor, a nutty and chocolatey medium roast that works well for espresso or milk drinks. Finally, try the Panama Humbera for its complex stone fruit and caramel tones, ideal for showcasing single-origin quality. These beans reflect the elegant yet approachable style Fengya Laoshu aims for. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.