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Coffee Stories


By 30th August 2023No Comments7 min read

Meet Jin: A Coffee Enthusiast Taking China’s Coffee Culture to New Heights

Get ready to step onto the aromatic grounds of Chinese coffee culture with Jin, the creative force behind MumaMoo. This brand is not just a name; it is a journey into the heart of coffee culture in China. With his tantalizing Chinese-language videos, Jin has brewed a global following of almost half a million coffee enthusiasts, painting an engaging picture of China’s budding coffee scene. It’s been a five-year journey so far, and Jin has left no bean unturned, exploring the vast and varied terrain of China’s coffee belt.

Jin MumaMoo

Jin MumaMoo

“Don’t judge a country’s taste by its traditional brew, the steeped tea leaves often associated with China are making room for rich, aromatic coffee beans.”

China is swiftly transforming into a global coffee hotspot, contradicting its tea-drinking stereotype. Take, for instance, the sprawling metropolis of Shanghai, which boasts a staggering 8,000 coffee shops. Could this city be the new coffee capital? An intriguing question certainly worth considering.

As a respected guest on our podcast, Jin is poised to unveil the secrets of China’s evolving coffee industry. He aims to illuminate the intricacies of a coffee scene as diverse and unique as China itself.

Embarking on a Vlogging Journey

Embarking on his coffee journey in 2012, Jin was a fledgling in the industry. The art of brewing coffee wasn’t the most daunting challenge he faced. Instead, his inability to communicate in English posed a significant hurdle, especially when it came to serving his foreign patrons. This obstacle, however, was not enough to deter him. On the contrary, it fueled his determination and motivated him to take on the task of self-learning English.

Fast forward five years, Jin had not just mastered the language but had also honed his skills as a barista. Yet, it was during this journey that Jin discovered his true talent – content creation. This realization marked the beginning of a new chapter in his career, one that would take him – and China’s coffee culture – to new heights.

Their growth over the past five years has been nothing short of remarkable, mirroring the rapid expansion of marketing in China. Our content, which is centered around coffee, is categorized into three main series: coffee travel, coffee tutorial, and coffee product unboxing and review. Of these, Jin’s personal favorite is the coffee tour, where he can explore different countries, stores, and cafes, immersing himself in the global coffee culture.

The Rapid Evolution of China’s Coffee Market

Imagine standing at the threshold of the new millennium, witnessing the opening of the very first Starbucks store in China. Was it in Beijing or Shanghai? The exact location may be fuzzy, but what’s clear is the transformative journey that the Chinese coffee market has undergone since that momentous year of 1999. Over the past two decades, this industry has evolved at a breathtaking pace, with significant changes emerging roughly every three years.

It was around 2015 when the landscape started to shift dramatically. Suddenly, investment bankers began to infuse capital into various coffee brands, propelling the Chinese coffee market to an entirely new level. Commercial coffee brands sprouted like never before, with the well-known Starbucks being one of the top three. Yet, the market didn’t stop there—it continued to expand and diversify.

Jin, Content Creator, Ex-Barista, Business man

Jin, Content Creator, Ex-Barista, Businessman

The Rising Tide of Coffee Culture in Shanghai

Shanghai, a city that pulsates with life, is currently undergoing a transformative coffee revolution. This mega coffee capital is not only the heart of the coffee revolution but also the home base for Jin’s thriving business.

Being located in the epicenter of it all gives Jin the unique privilege of witnessing firsthand the evolving dynamics of the coffee scene. He sees everything happening in Shanghai as the first viewer, gaining insights into the shifting consumer preferences and industry trends.

With an estimated 8,000 coffee shops punctuating the cityscape, one is compelled to ponder: Is the nation known for its tea ceremonies developing a newfound penchant for coffee? The paradigm shift is indeed intriguing as coffee steadily becomes a common indulgence among the populace. Yet, there is a notable discord concerning the cost of coffee.

Recently, Shanghai has been experiencing a noticeable rise in the popularity of signature coffee shops. These establishments provide a refreshing departure from the conventional Americano or latte choices. Over the past year, their presence has significantly increased, seducing customers with a selection of unique brews at a premium cost.

Mirroring the concept of a cocktail bar that serves unique mixtures, these specialty coffee shops cater to individuals in search of a dash of novelty in their coffee cup. This emerging trend marks a dynamic shift in coffee culture, successfully establishing Shanghai as a vibrant epicenter in the international coffee scene.

“This is the latest trend in Shanghai,” Jin told us.

Exploring Coffee Culture in Other Chinese Cities

As a content creator, Jin’s journey often takes him to diverse cities in the south like Guangzhou, Shenzhen, and Chengdu. Jin has discovered a unique pattern that cities with populations exceeding 10 million tend to have a thriving coffee culture. And in a country like China, where multiple cities boast such numbers, this is an exciting prospect. Indeed, the coffee market is expanding at an unprecedented speed.

Among all the mega cities in China, Guangzhou and Chengdu, are the places Jin has a particular fondness for. Chengdu, with its renowned hot pot and adorable pandas, is a city Jin frequented often. Its distinct, laid-back lifestyle, reminiscent of San Francisco, is a stark contrast to Shanghai’s New York City-like hustle. This relaxed atmosphere, coupled with a robust hospitality industry, makes Chengdu’s coffee culture particularly compelling.

As a coffeeholic and content creator, Jin doesn’t merely observe these trends. He actively plays a part in shaping them. As evidenced by his role in the expansion of specialty coffee shops in both cities, Jin’s influence is not to be underestimated.

Revolutionizing China’s Coffee Culture

Drawn to the potential of China’s burgeoning coffee culture, Jin set out to revolutionize it. He recognized the need to elevate the industry’s standards and enhance coffee education. In pursuit of this goal, Jin continues to invest in knowledge, constantly seeking to learn more about the many facets of coffee. Through his travels around the world, he has amassed a wealth of experience and insight, all of which he brings back to China’s coffeescapes.

Should you find yourself traversing the bustling streets of Shanghai, seize the opportunity to reach out to Jin. There’s nothing quite like sharing a meticulously brewed cup of coffee with him, a moment infused not just with robust flavors but also rich conversations about China’s evolving coffee culture.