By JOSEPH CHRISTIAN (China Daily)
Updated: 2010-03-31 08:12

The air was heavy with the aroma of coffee when METRO met with 31-year-old entrepreneur Qi Ming at his Blend cafe and Coffee College at Jianwai Soho. He has been running the college since 2007. From the wide array of coffee beans, colored charts, and various coffee machines, it is easy to understand that his passion for coffee was as big as his smile.

Qi tells METRO what it is like running the coffee college and gives his insight into why coffee’s popularity in Beijing is on the rise.

METRO: Why did you open the Blend Coffee College?

A: I love coffee. I have a passion for it. I want to teach others how they can enjoy life with a good cup of coffee.

METRO: So just because you are passionate about coffee?

A: No, not just my passion. Since the 2008 Olympic games, Beijing has become more open to foreign things like coffee. For many white-collar Chinese workers coffee is beginning to become part of their modern lifestyle. And by coffee I mean a real cup of coffee, not instant coffee. As a result, more and more people want to open their own coffee shop, but most don’t know a lot about coffee.

METRO: So that’s where you come in?

A: Exactly, many of our students are people that want to, or have already opened, their own coffee shop. We start with the ABCs of coffee knowledge, such as how to make different blends and brews, then in the later stages we move on to help them with things like creating a cafe atmosphere and even how to effectively market their new cafe. Basically, we have an experienced team that is willing to pass that knowledge on to others.

METRO: So how many cafes have you helped to set up?

A: Since 2007 Blend Coffee College has taught over 300 students. Of those students we have helped around 30 to open new cafes in Beijing and 30 more outside Beijing. It keeps me very busy!

METRO: Do you teach other people beside those in the cafe business?

A: Of course, we also teach coffee drinkers so they are able to make a good cup at home. A lot of people are now interested in learning more about foreign things like coffee. I think for a lot of Chinese coffee represents a more international lifestyle. It has an irresistible charm to it.

METRO: Tell us more about coffee culture in China.

A: Well, I think it is still in its initial stages. A lot of people in big cities like Shanghai and Beijing consume coffee everyday, but I wouldn’t call most of them ‘coffee lovers’. For a lot of them coffee is more of a fad to show their openness.

METRO: Do you think this will change in the future?

A: Yes I do, and I hope that I can help by educating people about coffee. You know a lot of foreign brands like Starbucks and Costa Coffee are already here and I think more will soon be on their way. I definitely think that in another 10 years coffee will have a much stronger influence here, particularly on young Chinese. I think it will be more than just a fad, it will be a regular part of their life.

METRO: What other trends have you noticed with coffee in China today?

A: I have noticed that Chinese people tend to be fond of four types of coffee: cappuccino, latte, mocha, and Americano, and that cafes are being used as a platform for business. A lot of companies will have business meetings in the comfortable atmosphere of a cafe as a way to help build a business relationship. In fact, I would say around 50 percent of the customers at my cafe are here to talk business.

METRO: Getting back to your coffee college…are there any other colleges like yours?

A: Right now I know of only one other coffee college in Beijing. They mainly just focus on how to make a good cup of coffee, but like I said we go further and teach people about the business of running a cafe.

METRO: So in your opinion what are the key factors to having a successful cafe in Beijing?

Entrepreneur’s college aims at distinct coffee culture

A: Apart from good coffee I think it’s vital to have a good environment. Chinese really care about the environment of a cafe. You need to offer them good service and make them feel like they are in the comfort of their own home. But in doing so you shouldn’t just copy a cafe from France or America…coffee isn’t just European or American. You know Beijing has a great cultural heritage of its own and I think we should create our own style for coffee.

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