Beijing’s Idag Café Blends Coffee with Scandinavian Design and Fusion Pancakes

When 25 media industry veterans and over 100 guests gathered in Beijing’s Apple District on October 8, they weren’t just celebrating the launch of a new café—they were lighting candles for missing flight MH370. The occasion marked the debut of Idag Café, China’s first journalism crowd-funded café, nestled inside the city’s celebrated Today Art Museum. But beyond its somber start and Nordic-inspired aesthetic, the café quickly became known for something tastier: its inventive "" (pancake with everything) menu.

The café’s signature draw? A custom “pancake with anything” menu—ranging from classic Tianjin-style to experimental versions with salmon—that quickly topped customer orders during soft opening, alongside a signature cured pork rice from Shaoxing.

What Is Idag Café, and Why Does It Matter?

Idag Café—named after the Swedish word for “today”—opened officially in Beijing’s Apple District inside the Today Art Museum. Conceived by Wang Jieming, CEO of digital publishing platform VIVA, the café was crowdfunded by 25 media professionals with international experience, many of whom worked in Nordic countries. The space is designed with Danish designer Hans J. Wegner’s iconic Y Chair, extensive wood paneling, contemporary art, and plenty of natural light. The name, décor, and location reflect the founders’ appreciation for Scandinavian minimalism and wellness culture.

A Café Founded on Media Values—and a Good Pancake

Beyond design, Idag Café was built on journalistic principles. Founder Wang Jieming emphasized the importance of conveying values through business. On opening night, despite the festive crowd—including actors Chen Sicheng and Li Ai, and CCTV host Chen Weihong—the team observed a moment of silence with candles lit for MH370. "As media people opening a café, we have to deliver our values," Wang said. The café also offers an 88% discount to all domestic and international media professionals upon presentation of a press card, and has enrolled over 1,000 members via its WeChat public account alone.

Food That Breaks the Mold: From Salmon Pancakes to Cured Pork Rice

Rather than defaulting to global fast-food staples like pizza or beef noodles, Idag Café introduced a standout “” menu. This isn’t your average street-food pancake. The café offers both traditional Tianjin-style pancakes and a variety of creative fillings—one version even includes salmon. Another hit during the trial period was the "" (boss’s cured pork and preserved vegetable rice), made with Shaoxing-sourced ingredients. "This was a favorite dish of Zhou Enlai,” Wang noted. “We’ve given it a Western presentation, and it stands up to any Taiwan-style braised pork rice." Co-founder Chen Zhixi, producer of Lost in Thailand and actress in Godfather of the Streets, added that customers can even make their own pancakes, with plans for a future takeaway window and chef-led sales.

A Space for Events, Media, and the Unusual

The café isn’t just about food and design—it’s also an event hub. Its first official event on October 10 featured Dr. Zhang Huiming, the world’s first certified Chinese LBL spiritual regression hypnotherapist, hosting a lecture. This reflects the founders’ intent to blend media, culture, and community engagement. Members and media workers are encouraged to connect, collaborate, and contribute to the space beyond just coffee and pancakes.

Frequently Asked Questions

What is Idag Café and where is it located?

Idag Café is China’s first media-crowdfunded café, located inside the Today Art Museum in Beijing’s Apple District. The name “Idag” is Swedish for “today,” reflecting its founders’ Nordic influences and focus on present-day values.

What makes the café’s food menu different?

Instead of typical café fare like pizza or sandwiches, Idag Café offers a unique “” (pancake with anything) menu, including creative versions with salmon, as well as the popular cured pork and preserved vegetable rice inspired by a dish favored by Zhou Enlai.

Who founded Idag Café and why?

The café was initiated by Wang Jieming, CEO of VIVA Digital Magazine Platform, and funded by 25 media professionals. Many founders have Nordic work experience and wanted to create a space that embodies Scandinavian design, media ethics, and community values.

How can media professionals get discounts at the café?

All domestic and international media workers receive an 88% discount at Idag Café upon showing a valid press card. The café has also enrolled over 1,000 members through its official WeChat account.

What special events has the café hosted?

Shortly after opening, Idag Café hosted a lecture by Dr. Zhang Huiming, the world’s first certified Chinese LBL spiritual regression hypnotherapist, reflecting its goal to blend media, art, and alternative cultural programming.

Are there plans to expand the food offerings?

Yes, co-founder Chen Zhixi mentioned plans for customers to make their own pancakes and the future launch of a takeaway pancake window, with her personally involved in selling them.

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