How Lao Zhang’s Timeless Coffee Shop Beat 20 Imitators in Changchun

When you walk past dozens of cookie-cutter cafes all selling the same flat whites and latte art, you start wondering: how does one coffee shop—hidden down a drab Changchun alley with zero ads—attract real regulars while 20 copycats fail? The answer isn’t marketing. It’s authenticity.

Lao Zhang’s Time Coffee, tucked in a quiet Changchun alley behind a rusty metal sign, has no staff, no hype, and no espresso machine battles. Yet it beat 20 imitators by doing one thing differently: refusing to chase trends. His secret? A 1960s-70s aesthetic built entirely from salvaged objects—and zero interest in being flashy.

Who Is Lao Zhang?

Lao Zhang, whose real name is Zhang Jingtao, graduated with a master’s degree in law from Jilin University in 2007. But law wasn’t his path. At just 30 years old, he’s built a coffee shop that’s become a cultural fixture—not by selling coffee, but by curating a feeling. “I didn’t open this shop to make money,” he says. “It’s about expressing myself.”

The Vision: A Coffee Shop That’s Also a Time Capsule

Step into Time Coffee and you’re not in a modern cafe. You’re in a meticulously recreated 1960s-70s living room. The decor includes a 12-inch black-and-white TV, a vintage gramophone, a sewing machine, and high wooden stools. Shelves hold enamel mugs, crude ceramic bowls, and an array of old clocks. There are also hidden treasures like tin pencil cases, cheap rubber erasers, red 'Three Good Students' certificates, and even a solemn bust of Mao Zedong.

“I wanted to show a simpler, more honest way of living,” Zhang explains. He’s always been drawn to the unpretentiousness of that era. “Back then, people weren’t driven by greed or lacking faith,” he says. Since high school, he’s scoured flea markets for 1960s-70s items. Most of the cafe’s furniture is hand-built: two old yellow cabinets become a coffee table; a spiral of wire and white paper, a lampshade. “The most basic things move people the most,” Zhang says. “That’s the message.”

He tried expressing this vision three times. First, in 2001, he co-opened a college bar called “Here Bar” with friends—but it folded in three months due to creative clashes. In 2006, during grad school, he launched “Time Coffee” solo, pouring his personality into the space, but had to sell it when he took a government job in Beijing. Finally, in 2008, he quit his job, took out a 500,000 RMB loan, and returned to Changchun to build his dream properly.

How He Runs It: No Rules, Just Respect

Opened quietly in January 2009 inside a renovated residential space, Time Coffee sits in an area with zero commercial activity. Zhang did no advertising. He simply waited—tending to his collection of antiques—for the right customers to find him. “This is something quiet and introspective,” he says. “Being loud goes against my philosophy—and would disappoint the people who truly appreciate it.”

His hunch was right. Half of the visitors walk out immediately upon seeing the vintage setup. But the other half? They stay, return, and bring friends. Word spread via blogs and forums like Douban, where fans formed fan groups. By noon daily, people line up outside the door. Yet Zhang refuses to hire staff. “I hate it when servers push drinks or pressure customers,” he says. Customers choose their seats, order (or don’t), and Zhang serves them quietly—or lets them sit all day unpaid.

Frequently Asked Questions

Why did Lao Zhang open a coffee shop instead of working in law?

Lao Zhang graduated with a law degree from Jilin University but chose to open a coffee shop to express his personal values and lifestyle rather than pursue a legal career. He saw the shop as a way to share his appreciation for simplicity and authenticity.

What makes Time Coffee different from other cafes?

Time Coffee stands out due to its 1960s-70s vintage aesthetic, with decor entirely made up of salvaged items like old TVs, sewing machines, and Mao-era memorabilia. It avoids modern cafe trends, doesn’t advertise, and has no staff, creating a quiet, authentic customer experience.

How did Lao Zhang build such a loyal customer base?

Despite no advertising, loyal customers found the cafe through word of mouth and online communities. About half of first-time visitors leave, but the other half become regulars, spreading the word and forming fan groups that helped the cafe thrive organically.

Why didn’t the 20 copycat cafes succeed like Time Coffee?

The copycats imitated the look but lacked Lao Zhang’s authentic philosophy and hands-off approach. They likely focused on trends rather than genuine experience, and many likely employed aggressive service tactics that clashed with the attractively quiet, respectful atmosphere that made Time Coffee special.

How does Lao Zhang feel about the success of his imitators?

Lao Zhang has acknowledged the existence of over 20 copycat cafes in the area but remains unfazed. He credits his success to not having “so much utilitarianism,” or in other words, not chasing profit or trends at the cost of authenticity.

What is Lao Zhang’s approach to customer service?

Lao Zhang prefers not to have waitstaff. He serves customers himself without pressure, allows people to sit all day without ordering, and avoids upselling or forcing interactions. His goal is to let the space—and the customer’s experience—do the talking.

Recommended FrontStreet Beans for Vintage Cafe Vibes

Pair Time Coffee’s retro atmosphere with FrontStreet Coffee’s Ethiopia Humbera for bright floral and citrus notes, or the Jamaica Blue Mountain No.1 for smooth, classic balance with hints of nuts and chocolate. For something local and versatile, try the Classic Blend—balanced and approachable, ideal for both espresso and pour-over. These beans complement the timeless, unhurried mood of Lao Zhang’s shop. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.