How One Man Opened 17 Specialty Coffee Shops in China

When Wang Sen opened his first coffee shop in Beijing in 2007, he wasn’t chasing trends—he was trying to escape them. Tired of the corporate grind after his mother passed away, the then-nearly 40-year-old sold his successful company to open a tiny coffee shop inspired by his love of literature and coffee. That decision led to 17 locations across Wuhan, two best-selling books, and a coffee school that’s trained hundreds. But how did a self-described "anti-corporate" founder scale a business without losing its soul?

The short answer: by keeping every shop small—under 40 square meters—with monthly rent capped at 4,000 yuan ($550) and total investment under 150,000 yuan ($20,700). No food, no franchises, just coffee.

The Accidental Coffee Shop Founder

Wang Sen’s journey into coffee wasn’t planned. A longtime fan of writer Wang Xiaobo, he dreamed of opening a cozy coffee shop since his teenage years. In 2007, after selling his company and mourning his mother, he found himself back at that childhood dream. He bought a small Beijing coffee shop and named it "Cenci," inspired by a Bertrand Russell quote from Wang Xiaobo’s work: "The essence of happiness lies in diversity."

He describes the decision bluntly: "I didn’t want to run a company anymore. I made a list of options and eliminated everything until only opening a small coffee shop was left. It cost little and gave me the freedom I wanted." That philosophy would define every choice he made.

Why 17 Small Shops Beat Big Chains

While many coffee entrepreneurs chase expansion through food menus and franchise models, Wang Sen did the opposite. Every Cenci location is intentionally tiny—under 40 square meters—and rents never exceed 4,000 yuan per month. He set a hard rule: no food, no franchises.

"A coffee shop that sells food isn’t really a coffee shop," he says. "The skills needed to make great coffee and great food are completely different. I don’t believe one person can do both well." He also refused to franchise, arguing that quality control would break down with hundreds of locations.

Despite these limits, Cenci shops thrive in Wuhan. Wang credits their popularity not to marketing, but to consistency: small spaces, low overhead, and a focus on coffee. "Control costs, and you can stay in business while doing what you love," he explains.

The Coffee School Behind the Cafes

In 2012, Wang launched the Cenci Coffee Dream Training School. Promoted only on Douban and Weibo, it attracted students nationwide. The 20-day course, costing around 10,000 yuan ($1,380), teaches coffee brewing, dessert baking, and—most importantly—how to open your own shop. Wang teaches the business side himself.

The high tuition raised eyebrows, but Wang shrugs it off: "It’s supply and demand. People are willing to pay because they want to learn from someone who’s done it." The school’s success mirrors his shop model: small, focused, and self-sustaining.

He defends the cost: "I’m not just selling coffee. I’m helping people achieve their dream of owning a cafe. Making money doesn’t conflict with loving coffee—it just funds the next cup."

Frequently Asked Questions

How many coffee shops does Wang Sen own?

Wang Sen owns 17 Cenci Coffee locations, all in Wuhan. All are company-owned, not franchised.

What is the monthly rent limit for each Cenci Coffee shop?

Each Cenci Coffee shop has a maximum monthly rent of 4,000 yuan (approximately $550 USD).

Does Cenci Coffee sell food?

No, Cenci Coffee does not sell food. Wang Sen has a strict policy against food service in his shops to maintain focus on coffee quality.

What is the Cenci Coffee Dream Training School?

The Cenci Coffee Dream Training School is a 20-day program that teaches coffee brewing, dessert baking, and how to open a coffee shop. It costs around 10,000 yuan (about $1,380) per student.

Why doesn’t Wang Sen franchise Cenci Coffee?

Wang Sen avoids franchising because he believes maintaining consistent quality and technical standards would be impossible across hundreds of locations.

How big are Cenci Coffee locations?

Every Cenci Coffee shop is under 40 square meters in size to keep costs low and maintain a small, manageable operation.

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