How Four College Students Opened a Campus Coffee Shop

When four journalism majors at Southwest University of Political Science and Law decided to open a coffee shop on campus, they had zero experience in coffee sourcing—but plenty of determination. What started as curiosity about why some tea shops thrived while others didn’t turned into a full-blown year-long investigation into how real coffee businesses operated.

They visited over 300 coffee shops across China, from Chongqing’s office districts to hidden cafes in Phoenix, Hunan, and compiled 60,000 words of research, including a 40-page training manual they wrote themselves.

A Year of Coffee Shop Fieldwork

The project began in late 2006 when the students noticed booming bubble tea shops and, with team member Chen Yinshun’s personal interest in coffee culture, hatched the idea of opening a cafe at their university. With no background in coffee sourcing or roasting, they hit the streets—not to pitch a business plan, but to learn how actual coffee shops worked.

Over the next year, the four students traveled extensively, scouting cafes not only around Chongqing but also during internships and holidays in Beijing, Tianjin, Chengdu, and even Phoenix, Hunan. They analyzed everything from menu offerings to customer flow, eventually compiling detailed notes on 300+ establishments, ranging from independent coffee shops to cafés inside Western restaurants.

Their research wasn’t limited to observation—they also interviewed staff, studied drink preparation methods, and took meticulous notes on equipment setups and pricing strategies. All of this culminated in a comprehensive 60,000-word report and a self-authored 40-page training manual covering coffee knowledge, drink recipes, and barista training.

The Challenge of Sourcing Quality Coffee

Armed with knowledge but lacking industry connections, the students faced an unexpected hurdle: convincing suppliers to sell them high-quality coffee beans in small quantities. Most distributors weren’t interested in dealing with student buyers ordering minimal stock.

The breakthrough came after an all-night stakeout. To secure premium beans, the team camped outside a supplier’s storefront in Jiangbei’s Hongding International Plaza. They waited overnight, and when the dealer arrived in the morning, he found the four students huddled together. Moved by their dedication, the supplier agreed to provide them with top-tier coffee beans—the key ingredient they needed to launch their shop.

Launching 'I LIKE' Cafe on Campus

With their research complete and beans secured, the students pooled nearly 100,000 RMB of their own money to open their first coffee shop on campus in early 2007. They named it “I LIKE” , a simple declaration of their passion. The university, recognizing their entrepreneurial spirit, offered them a reduced rental rate.

The team was confident in their product: “Our coffee is just as good as Starbucks,” they claimed. Their hands-on approach extended beyond the cafe—they maintained a meticulous eye for detail, often critiquing other coffee shops’ signage and operations as they walked around campus, earning them the nickname “coffee-obsessed” among fellow students.

Even as graduation approached and job hunting intensified, the four remained committed to their shop. Chen Yinshun, for one, planned to travel to California—to visit Starbucks’ birthplace—and explore Europe’s coffee culture, further fueling his passion for the industry.

Frequently Asked Questions

How many coffee shops did the students visit during their research?

The four students visited over 300 coffee shops across multiple cities in China, including Chongqing, Beijing, Tianjin, Chengdu, and Phoenix, Hunan. Their research spanned both urban and small-town locations, covering independent cafes and coffee service in Western restaurants.

What did the students learn from visiting so many coffee shops?

They compiled 60,000 words of field notes and created a 40-page coffee training manual from their observations. This included insights on drink preparation, customer service, equipment use, and pricing strategies gathered from real-world cafe visits.

Why was it hard for them to get good coffee beans?

Most suppliers refused to sell premium beans in small quantities to students. The students lacked the buying volume that wholesalers typically required, making it difficult to source high-quality ingredients for their shop.

How did they finally get quality coffee beans?

They camped overnight outside a supplier’s shop in Jiangbei’s Hongding International Plaza. The supplier was so impressed by their dedication that he agreed to sell them top-tier coffee beans the next morning.

Where did they open their coffee shop?

They opened “I LIKE” cafe on the campus of Southwest University of Political Science and Law. The university supported their venture by offering a discounted rental rate, recognizing their entrepreneurial initiative.

What were the students’ plans after opening the cafe?

Despite nearing graduation, none had found jobs yet. Chen Yinshun wanted to visit Starbucks’ origins in California and explore European coffee scenes. The others remained involved in the cafe while finishing their studies.

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