How 3W Coffee Became More Than a Café for Entrepreneurs

In 2010, when most coffee shops in China were chasing ambiance and lattes, three former Tencent employees envisioned something different: a café built not just for caffeine, but for collaboration. What emerged was 3W Coffee — part coffeehouse, part startup hub, and part professional network for the tech-minded. But how did a coffee shop end up hosting 500 events and housing 19 startups under one roof?

The answer: 3W isn’t really a café. It’s a multifunctional ecosystem combining a ground-floor coffee shop, a second-floor event venue for 500+ gatherings, and a third-floor incubator for 19 startups — backed by 183 shareholders and shaped by its founders’ ties to the internet industry.

From Coffee Shop Idea to Tech Community Hub

3W Coffee was founded in Beijing by Ma Delong, Bao Aile, and Xu Dandan — all former Tencent employees who had never met until they connected via a QQ group called “Forever Family,” started by a former Tencent staffer. The original plan was simple: create a café tailored to the internet industry, where professionals could gather, exchange ideas, and build networks.

“We wanted to set up a coffee shop backed by 100 internet professionals,” said Bao Aile. The pitch gained rapid traction on Weibo (then China’s hottest social platform), attracting high-profile investors including CEOs and executives who contributed as little as ¥60,000 to become shareholders. By September 2013, 3W had grown to 183 shareholders, mostly public company executives, fund partners, startup founders, and media personalities.

Why 3W Almost Didn’t Survive as a Café

While the coffee shop served as the public face, profitability proved elusive. “In the beginning, we were excited, did lots of ‘trendy’ things — but soon faced serious losses,” Xu Dandan recalled. The team debated shutting down the business, but instead chose to reinvent it.

To keep going, 3W shifted focus from just serving drinks to solving real problems for its patrons: connecting entrepreneurs with investors, finding talent, offering workspace, and providing education. The café began hosting regular “Investor Teas” and open lectures featuring senior executives from major companies, covering topics like app distribution strategies, user psychology, legal training, and product design.

They also launched member clubs — such as an expert club and shareholder club — and scheduled workshops through December. The goal wasn’t just to serve coffee, but to serve as a nucleus for the internet professional community.

NextBig: 3W’s Startup Incubator for Early-Stage Teams

3W expanded further into entrepreneurship support with NextBig, its in-house startup incubator — which the founders jokingly refer to as “NB.” Located on the third floor, the incubator houses 19 early-stage startups, carefully chosen for team size (2 to 10 members only) and growth potential.

“We cap teams at 10 people because beyond that, they’re usually past the most vulnerable stage,” explained Ma Delong. “Our role is to help the fragile ones get through the early phase — like turning an egg into a chick.” Startups typically stay for six months, during which they receive heavily subsidized resources.

Rent is a major perk: while commercial rates in Zhongguancun can exceed ¥600 per square meter, 3W offers space at cost — around ¥30,000 per square meter from the landlord, passed directly to tenants. Individual startups pay only for a 5-square-meter shared desk area, instead of leasing a full 20-square-meter private office. “That saves about ¥90,000 that can be reinvested elsewhere,” Ma noted.

Office equipment — including printers and cloud servers — is often provided free thanks to partnerships with companies like HP. As part of HP’s “Printing Merchant Program,” 3W received a free seven-in-one laser multifunction printer, enabling wireless and cloud printing from anywhere in the café.

Additional resources include shared internet bandwidth, administrative support, legal advice from partners at Commerce & Commerce Law Firm (who advise on equity structures every two weeks), and networking events. 3W facilitates weekly founder meetups, training sessions, and even casual founder chats. “We want the third-floor teams to feel like a cohort, a class of ‘awesome founders,’” Ma said.

Frequently Asked Questions

What makes 3W Coffee different from other cafés?

3W Coffee combines a traditional café on the ground floor with a second-floor event space hosting 500+ tech and startup-focused gatherings annually, and a third-floor startup incubator for 19 early-stage companies. It’s backed by 183 shareholders, mainly from the tech and investment sectors, making it more of an entrepreneurial ecosystem than a typical coffee shop.

How many shareholders does 3W Coffee have?

3W Coffee has 183 shareholders, who joined under specific criteria after the initial 104. Shareholders are typically senior professionals such as listed company executives, fund partners, startup CEOs, and well-known media figures, with a minimum investment of ¥60,000.

What kind of events does 3W Coffee host?

3W Coffee hosts a wide range of events including investor meetups, open lectures by corporate executives, startup training workshops, and expert discussions. Examples include “Investor Tea” sessions, courses on app distribution, psychology for entrepreneurs, legal training, and product operations — with events scheduled through December.

How does the NextBig incubator work?

NextBig is 3W’s startup incubator located on the third floor, housing 19 early-stage startups with teams of 2–10 people. It offers low-cost workspace, shared equipment, legal advice, networking, and educational events. Startups typically stay for six months and benefit from subsidized rent and shared resources to reduce early-stage overhead.

Why does 3W limit startup team size in its incubator?

3W restricts incubator teams to 2–10 members because teams larger than 10 are seen as past the most vulnerable early stage. The limit helps prioritize support for newer, riskier ventures, and ensures efficient use of limited shared space and resources.

What resources does 3W provide to startup teams?

3W provides discounted or free office space, shared high-speed internet, access to printers (including an HP seven-in-one laser printer), cloud services, legal consultations, and regular founder training. They also facilitate networking with investors and other entrepreneurs through curated events and mentorship programs.

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