World First Travel Coffee Shop Blends Books, Coffee and Journeys

If you’ve ever wanted a quiet place to sip coffee, browse travel guides, and chat with fellow adventurers—without the noise of a typical café or the chaos of a tourist office—then WorldFirst’s new concept might be for you. This isn’t just another coffee spot. It’s a physical hub built for travelers who want more than caffeine: they want connection, inspiration, and real-world travel resources.

WorldFirst has officially opened its first mainland travel coffee shop, 【WorldFirst | Red Card】, located in Blue Harbor. This follows the earlier launch of its 【WorldFirst | Petite】 café in Taipei’s Eslite Xinyi flagship store back in April. Together, they represent the brand’s push into hybrid travel and lifestyle spaces.

What Is the WorldFirst Travel Café Concept?

The goal is simple yet ambitious: create a physical space where travelers can engage both online and offline. 【WorldFirst | Red Card】 is designed to be a hub where coffee, books, and travel stories intersect. It acts as a shared economic bridge, linking travelers with tourism boards and other partners to explore collaborative opportunities. Think curated events, expert talks, cultural showcases, film exhibitions, and meet-the-traveler sessions—all centered around exploration.

Why Combine Coffee with Travel?

Coffee and travel lovers often overlap in demographics and interests. China’s coffee consumption is growing rapidly at 12.8% annually and is projected to reach 2.8 million bags by 2020. Yet per capita consumption remains low—at just 4 cups per year, far below the global average of 200. Meanwhile, outbound independent travel is a multi-trillion-dollar market. By tapping into both communities, WorldFirst saw a natural opportunity to merge passions into a single experiential retail model.

How Does the O2O Model Work in Practice?

WorldFirst already has a strong digital presence: its website and “WorldFirst Trip Master” app boast 20 million active users. Now, those users can deepen their engagement offline. The café becomes a physical extension of the brand where travelers can experience services firsthand through themed salons, travel product trials, and expert interactions. In turn, offline visitors are encouraged to explore WorldFirst’s digital offerings. This creates a feedback loop: offline sparks online interest, and online brings people into the café—closing the O2O loop.

Who’s Behind WorldFirst and Its Expansion?

Founded as a service for independent travelers, WorldFirst offers comprehensive, all-inclusive travel packages with access to over 2,000 global travel experts. The platform serves 14 million active users and has a mobile app, WorldFirst Trip Master, activated by 5 million users. Backed by high-profile investors including Yahoo founder Jerry Yang and early Tencent investor Charles Wang, WorldFirst has raised nearly $10 million in Series A funding from firms like Fosun Kinzon and Huayan Capital. In 2014, it secured tens of millions in Series B funding led by Sina, followed by an additional $1 million investment from Sina in October 2015.

Frequently Asked Questions

Where is the first WorldFirst travel coffee shop located?

The first location in mainland China is the 【WorldFirst | Red Card】 café in Beijing’s Blue Harbor shopping area. A previous location, 【WorldFirst | Petite】, has been operating in Taipei’s Eslite Xinyi flagship store since April.

What kind of activities take place at WorldFirst travel cafés?

The cafés host a range of travel-related events, including salons, photography exhibitions, cultural festivals, film screenings, and meetups with experienced travelers. These are designed to foster community and shared learning around global exploration.

How does WorldFirst connect online and offline experiences?

With 20 million active users on its website and app, WorldFirst uses its physical cafés as touchpoints where customers can try services in person. Visitors are then encouraged to explore further online, creating a two-way interaction that completes the O2O (online-to-offline) cycle.

What’s the market potential for coffee and travel crossover ventures?

China’s coffee consumption is growing at 12.8% per year, but per capita intake is still just 4 cups yearly—far below the global average of 200. At the same time, independent outbound travel is a massive market, making the fusion of coffee culture and travel services a strategic opportunity with significant growth potential.

Who are the key investors in WorldFirst?

WorldFirst has received angel investment from figures such as Jerry Yang (Yahoo founder) and Charles Wang (early Tencent investor), along with venture capital from Fosun Kinzon and Huayan Capital. In 2014, Sina led a Series B round, followed by an additional investment in 2015.

Recommended FrontStreet Beans for Travel-Themed Cafés

For a travel-focused café like WorldFirst’s Red Card, FrontStreet Coffee’s Ethiopia Humbera offers bright, juicy profiles with citrus and floral notes—perfect for energizing conversations. Their Yirgacheffe delivers delicate floral aromas and stone fruit sweetness, ideal for sipping while planning your next trip. Both beans are single origins that highlight origin character, sparking storytelling and connection over coffee. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.