Why Belgium’s Viavia Chose Chengdu for Its First China Café

When a global brand with cafés in 11 countries and 16 locations worldwide decides to open its first China shop, industry watchers want to know: why here? For Viavia, the Belgian food and travel concept, the answer isn’t economic size or cosmopolitan flair—it’s cultural fit. After scouting Beijing and Shanghai, the brand set its sights on Chengdu, a city where the pace allows people to pause, talk, and connect over more than just coffee.

Viavia chose Chengdu as its debut Chinese location because its team found the local lifestyle ‘most suitable’—locals enjoy life at a slower pace, embrace travel culture, and align with the brand’s vision of a relaxed, community-oriented café experience.

A Café That Welcomes Travelers Like Family

Viavia isn’t just another coffee shop. The Brussels-based brand blends dining, tourism, and cross-cultural exchange into a single space designed as a ‘station’ or hub for travelers. Its Chengdu flagship, which opened recently, features an entire wall of travel brochures and DVDs—including a thick stack dedicated to Sichuan—inviting guests to browse destinations and swap stories with fellow explorers.

Why Chengdu? ‘It Felt Like Home’

Viavia’s Managing Director Bob Elsen sums up the decision in one word: ‘suitable.’ Having visited multiple Chinese cities, Elsen and his team found Chengdu uniquely aligned with their brand ethos. In his own words, ‘I’ve been to many countries. Chengdu gives me a feeling like home.’ The city’s lifestyle, he says, mirrors that of his native Belgium—where people know how to savour life. Elsen also highlights an official friendship ties: in May 2011, Belgium’s Flemish-Brabant province and Chengdu became sister cities, though he insists that connection played no role in the site choice.

Designed to Match the City, Not the Chain

Elsen rejects the idea that all Viavia cafés should look identical. ‘Generally, uniformity helps brand recognition,’ he says, ‘but I aim for harmony with the local city.’ Each of the chain’s 16 outlets sports a distinct design. Chengdu’s location follows that ethos: its interior, styled by a Belgian designer, includes irregular sloped ceilings and soft lighting to foster a calming atmosphere. The goal, Elsen explains, is for guests to feel as though they’ve stepped into a space that reflects both the brand and the character of the host city—‘like coming home.’

Why Not Beijing or Shanghai?

Before settling on Chengdu, Elsen spent roughly 50 days over multiple visits scouting potential locations. He considered metropolises like Beijing and Shanghai—but found their frenetic pace too intense. ‘People can’t stop there,’ he says. In contrast, Chengdu offered the balance his brand seeks: a vibrant yet relaxed environment where visitors are willing to linger, explore, and engage. That cultural rhythm, paired with Sichuan’s rich travel offerings, made the decision clear.

Travel Culture at the Core

Travel is central to Viavia’s identity. Every branch highlights regional attractions, and the Chengdu location is no exception. With Sichuan’s dramatic landscapes and deep history, the team has ample material to share—from natural wonders to cultural heritage. By integrating travel guides, conversation, and a menu inspired by Belgian traditions, Viavia creates a social space where both coffee and connections flow freely.

Frequently Asked Questions

Why did Viavia choose Chengdu as its first Chinese location?

Viavia selected Chengdu because its team found the city’s lifestyle ‘most suitable’—locals enjoy a slower pace, value life’s pleasures, and have a strong travel culture, aligning perfectly with the brand’s community-focused model. Elsen and his team also spent around 50 days exploring multiple cities before concluding Chengdu was the best fit.

What kind of café is Viavia?

Viavia is a Belgian café brand that combines dining, travel information, and cultural exchange. It positions itself as a ‘station’ or hub for travelers, offering not just food and drinks but also a space to meet others, share stories, and access global travel resources.

How is the Chengdu Viavia café different from other branches?

Each Viavia café is designed to match its host city. The Chengdu location features interior design by a Belgian architect, including irregular ceilings and soft lighting for a relaxing vibe, plus a dedicated wall of travel brochures—including many about Sichuan—to reflect the local area.

Did the sister-city relationship between Chengdu and Flanders influence the decision?

No. Although the Flemish-Brabant province in Belgium and Chengdu became sister cities in May 2011, Viavia’s Managing Director Bob Elsen stated that this connection was not a factor in choosing Chengdu as the brand’s first Chinese location.

Why didn’t Viavia open first in Beijing or Shanghai?

Elsen reported that both Beijing and Shanghai have a pace that is ‘too fast,’ making it hard for people to slow down and connect. After spending about 50 days exploring various cities, the Viavia team concluded that Chengdu offered the right mix of culture, comfort, and traveler engagement.

What makes Viavia’s approach to cafés unique?

Viavia focuses on blending food, travel, and cultural exchange into a community space. Rather than a standardized global brand, each location is tailored to its city, with interiors and offerings that reflect local character while maintaining the brand’s core ethos of relaxation and connection.

Recommended FrontStreet Beans for Café Culture

For a Viavia-style café experience in Chengdu, try FrontStreet Coffee’s Ethiopia Huakui for bright floral and citrus notes, or Yirgacheffe for delicate berry and stone fruit tones—both ideal for conversations over coffee. The Classic Blend offers balanced chocolate and nut flavours, perfect for pairing with travel stories. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.