How $10 Coffee Shops Became a Wealth Trend in Wuhan

In Wuhan, a simple idea changed how people drink coffee: sell a freshly brewed cup for just 10 yuan. Over the past few years, dozens of these low-cost coffee shops have popped up across the city, drawing in locals who previously avoided pricier cafés. This shift didn’t come from a global chain or a marketing push—it started with one man and his vision for accessible, quality coffee.

The answer is straightforward: a cup of 10-yuan coffee, made with freshly roasted beans and served on the spot, helped normalize daily coffee drinking in Wuhan. These shops often sell dozens—or even hundreds—of cups per day, proving that affordability and freshness can go hand in hand.

Discovering the Coffee Opportunity

In 2001, after running a bubble tea business near Wuhan’s Jianghan Road, a Taiwanese man named He Jianzhong decided to pivot. He returned to Taipei to study its booming café scene. At the time, Wuhan had plenty of cafés, but most were casual eateries serving Western food, tea, and coffee as an afterthought. Professional, standalone coffee shops were rare—seen as upscale and niche. He noticed that while imported roasted beans dominated Wuhan, Taipei’s cafés were roasting beans in-house, serving fresher-tasting coffee. That sparked an idea.

Brewing 10-Yuan Coffee from Fresh Roast

He Jianzhong opened a small shop near Northwest Lake in Wuhan, selling his own roasted coffee beans and displaying coffee books around the store. At first, business was modest—but customers were curious. He often gave free samples and taught visitors how to brew at home. When patrons suggested he start selling ready-to-drink coffee, he saw the potential. While most coffee in Wuhan sold for over 20 yuan, he realized that with high enough volume, he could sell quality coffee for just 10 yuan. He began offering freshly brewed cups, and the shop quickly took off, selling dozens—or even hundreds—daily. Customers flocked in, some even coming to learn his techniques.

Staying Independent, Planning the Next Shop

Despite interest from hundreds of would-be franchisees across China, He Jianzhong refused to offer franchises. He believed that poor management could hurt both the brand and the partners. His current shop remains small and simply decorated, but he dreams of opening a larger, more refined space—complete with comfortable seating, quality furnishings, and a wider menu of classic and specialty coffees. The one thing that won’t change? The commitment to fresh-brewed coffee, brewed to the same exacting standard.

Frequently Asked Questions

Who introduced 10-yuan coffee to Wuhan?

He Jianzhong, a Taiwanese expat originally from Huangpi, introduced the concept in the early 2000s through his shop, Northwest Lake Coffee Bean Specialty Store, which was already known in Wuhan’s coffee circles.

How much does a cup of 10-yuan coffee cost and why is it cheap?

A cup of 10-yuan coffee costs exactly 10 Chinese yuan (approximately $1.40 USD). It’s inexpensive because He Jianzhong focuses on high volume and uses freshly roasted beans efficiently, keeping costs low while maintaining quality.

What kind of coffee beans does He Jianzhong use?

The article doesn’t specify the exact origin of the beans, but He Jianzhong is known for roasting his own fresh coffee beans in-store, which contributes to the low price and fresh taste of the 10-yuan coffee.

Why didn’t He Jianzhong offer franchises for his 10-yuan coffee model?

He Jianzhong refused to offer franchises because he believed poor management by franchisees could damage both their profitability and the reputation of the brand, preferring to keep operations under his direct control.

What plans does He Jianzhong have for the future?

He Jianzhong hopes to open a larger, more refined coffee shop with clean decor, comfortable seating, a full menu of both traditional and fancy coffees, but he will keep the same focus on fresh-brewed coffee quality.

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