How Cross-Strait Coffee Became China’s Largest Western Dining Chain

When you walk into a stylish Western-style restaurant in a major Chinese city and order a cup of coffee alongside steak or pasta, you’re likely experiencing part of a larger plan. Cross-Strait Coffee isn’t just another café chain — it’s a decades-long project to build a truly Chinese-owned, internationally competitive coffee and Western dining brand.

Cross-Strait Coffee operates more than 700 large-format outlets across China, employs over 35,000 staff, and is actively expanding both domestically and overseas — with plans to go public and open locations in Europe and North America. Its ultimate goal? To become the first globally recognised coffee and Western food brand rooted in China.

The Origins and Early Growth

Founded as a joint venture by Chinese entrepreneur Jin Meiying, Cross-Strait Coffee emerged as a premium dining concept blending coffee service with Western cuisine. In 2008, it secured a significant vote of confidence with a RMB 200 million (approx. USD 30 million) investment from global investment bank Goldman Sachs and Watson Capital. This financial backing helped accelerate its expansion and elevate its brand positioning.

Breaking into the Global Stage

A major milestone came in 2010 when Cross-Strait Coffee was selected as the only Western restaurant brand to operate within the Shanghai World Expo. The flagship “Cross-Strait Coffee Shanghai Expo Store” welcomed 100,000 international visitors from May through October, offering high-end Western dining, refined service, and an upscale ambience. That same year, Jin Meiying led a delegation to Jamaica, where she secured the country’s first-ever exclusive distribution rights for Jamaica Blue Mountain coffee in China — a breakthrough as prior quotas were 90% Japan and 10% Europe and the U.S.

Building Infrastructure and Standardisation

Cross-Strait Coffee has divided its national development strategy into four key regions: East China (centred on Hangzhou), Central China (centred on Wuhan), North China (centred on Beijing), and Western China (centred on Chongqing and Chengdu). Within the next two years, the company plans to replicate its central kitchen, training academy, coffee bean roasting facility, and logistics system in Beijing, Wuhan, and Chongqing. These hubs will support standardised operations across nearby outlets — ensuring consistency in food quality, coffee preparation, hygiene, and service protocols.

Expanding in the North China Market

Recent efforts have focused on strengthening Cross-Strait Coffee’s presence in Beijing and North China. The company has brought in Liu Jingwen, former Vice President of the National Soft Power Research Institute at Peking University, and business management consultant Zhao Chengguang — creator of the widely applied “Work Points Management” system with over 1.7 million attendees across 1,700 sessions. Zhao’s management approach aims to deliver five key benefits: improved employee retention, increased motivation, cost efficiency, revenue growth, and simplified operations.

Future Expansion Plans

Over the next three to five years, Cross-Strait Coffee intends to aggressively expand its footprint in North China by opening over 100 larger-format, business-oriented coffee restaurants along with smaller casual coffee bars tailored to young professionals. The brand also utilises the 5S management system — a lean workplace methodology focusing on Sort, Set in Order, Shine, Standardise, and Sustain — under the guidance of Hong Kong-based expert Tam Suk Ling. This system has been adopted by major hospitality groups such as HK Ricefield, Tang Palace, and Haidilao, and is expected to enhance operational efficiency across Cross-Strait’s network.

Beyond Coffee: A Multi-Concept Brand

Cross-Strait Coffee has diversified beyond its core coffee and Western dining concept. The brand also operates other restaurant formats including teppanyaki outlets, Japanese restaurant Mokushiran, and steakhouse Kaka & King. Looking ahead, Cross-Strait aims to grow to 5,000 “Cross-Strait Coffee Western Restaurants” nationally within ten years.

Frequently Asked Questions

What is Cross-Strait Coffee?

Cross-Strait Coffee is a Chinese-founded, international-brand-aspiring chain that combines coffee service with Western-style dining. It currently operates over 700 locations across China and employs 35,000 staff.

Did Cross-Strait Coffee operate at the Shanghai World Expo?

Yes. In 2010, Cross-Strait Coffee became the only Western restaurant brand selected for the Shanghai World Expo. Its Expo location served 100,000 international guests and showcased premium Western cuisine and coffee service.

Has Cross-Strait Coffee secured any exclusive coffee imports?

Yes. In 2009, founder Jin Meiying secured China’s first exclusive rights to import Jamaica Blue Mountain coffee, breaking a previous allocation system that favoured Japan and the West.

What are Cross-Strait Coffee’s expansion goals?

The company plans to expand further in North China, open over 100 new locations in the region, and eventually take the brand global — including openings in Europe and North America. It also intends to list on the stock market to fund future growth.

How does Cross-Strait Coffee maintain consistency across locations?

Through centralised systems like its planned regional kitchens, training centres, and logistics hubs in cities such as Beijing, Wuhan, and Chongqing. The company also employs management systems like 5S and Work Points Management to ensure standardised operations.

What other restaurant concepts does Cross-Strait Coffee operate?

In addition to its core coffee and Western dining model, Cross-Strait runs teppanyaki restaurants, Japanese dining brand Mokushiran, and steakhouse brand Kaka & King. The long-term plan includes 5,000 total locations under the Cross-Strait Coffee brand within a decade.