How Caffebene Built 50 Female-Focused Cafés in China

When you walk past a two-story café with floor-to-ceiling windows, wooden beams, and a menu full of floral lattes and waffles, you’re probably looking at a Korean-style coffeehouse. But why did these cafés—like Caffebene—succeed in attracting a specific crowd in China, while others lagged behind?

Caffebene opened 50 cafés in China within two years of entering the market, focusing on women aged 20–35 with a design-heavy, sweet-drink-focused approach. By 2011, it had 800 stores in Korea, but arrived later in China than competitors like Manteca (Mango) Coffee, which already had 3 Beijing locations by late 2011.

Why Women Became the Target

Korean café chains spotted an untapped opportunity: Western-style coffee shops, such as Starbucks, catered mostly to men with a business-oriented, masculine vibe. Caffebene and competitors like Manteca Coffee shifted focus to women, especially those aged 20–35, creating spaces with rustic décor, soft lighting, and floral-themed beverages. This attracted not just female customers, but also their male companions, differentiating these cafés from the more corporate feel of Starbucks, which targets a 25–45 demographic influenced by Western culture.

The Product and Experience Strategy

Korean-style cafés simplified their food menus compared to domestic brands like Shangdao Coffee, avoiding heavy items like pizza or steak. Instead, they leaned into sweet, caffeine-free drinks—such as purple sweet potato lattes and grain lattes—and offered freshly made waffles and light meals. Unlike Starbucks, which sources pre-packaged food, many Korean cafés have in-house kitchens for on-demand preparation. Seating policies also differ: while Western chains emphasize turnover, Manteca Coffee and Caffebene encourage long stays, offering both compact work tables and larger gathering tables. “A customer may seem to stay all day, but they often bring friends who order more,” said Manteca Coffee Chairman Shin Ja-sang.

Design That Speaks ‘Cozy’

Visuals set Korean cafés apart. They use Asian-inspired colors—think natural wood tones—and decorate with textured lumber, cane chairs, linen sofas, and decorative elements like animal motifs (Zoo Coffee) or exposed brick (Hollys Coffee). This contrasts with the sleek, sometimes metallic wood finishes of Starbucks. The goal: a welcoming, slightly rustic atmosphere that feels both modern and approachable.

How Caffebene Expanded in China

Caffebene launched in China in late 2011 with its first store in Wangjing, a Korean expat hub, relying on word-of-mouth. Its strategy focused on high-footfall commercial areas—preferably on street corners or near office buildings. Meanwhile, Manteca Coffee chose locations between offices, malls, and residences, defining these as “third spaces” for relaxation. Manteca Coffee’s large-format stores (typically 600 m², sometimes scaled down to 400 m²) prioritized visibility and community impact over rapid returns. Caffebene, by contrast, offered three formats: large two-story cafés (over 300 m²), mid-size one-story outlets (100–300 m²), and small takeaway windows (under 100 m²) in transit hubs. Future plans included smaller units similar to Subway. “We aim for busy districts, not purely office or retail zones,” said Caffebene China Executive Director Kim Yang-yong, emphasizing rent affordability and customer flow.

Frequently Asked Questions

What makes Caffebene’s target market different from Starbucks?

Caffebene focuses on women aged 20–35, offering a cozy, design-forward environment with sweet, caffeine-free drinks like purple sweet potato lattes. Starbucks targets a broader 25–45 demographic with a more business-oriented, masculine café atmosphere.

Why did Caffebene choose commercial areas for its cafés?

Caffebene aimed for high-traffic locations such as street corners and office districts to attract walk-in customers. Its strategy contrasted with Manteca Coffee, which preferred “third spaces” between offices, homes, and malls.

What kinds of drinks does Caffebene specialize in?

Caffebene’s menu features sweet, caffeine-free latte variations such as purple sweet potato and grain lattes, alongside freshly prepared waffles and light meals, often made in-store.

How did Manteca Coffee and Caffebene differ in seating strategy?

Manteca Coffee encouraged long stays with spacious tables for work or gatherings, while Caffebene also welcomed extended customer visits to boost ancillary purchases from friends joining them.

What are the typical store sizes for Caffebene in China?

Caffebene operated three formats: large two-story stores (over 300 m²), medium one-story outlets (100–300 m²), and small takeaway windows (under 100 m²). It planned future smaller units akin to Subway.

How does Caffebene’s décor differ from Starbucks?

Caffebene used natural wood tones, textured lumber, cane chairs, and linen sofas, with decorative elements like brick walls or animal motifs. Starbucks favored smoother, sometimes glossy wood and a more sterile, corporate aesthetic.

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