“DESIGN IN CHINA” E104 – Brewing Success: The Unstoppable Rise of MANNER Coffee

When MANNER Coffee opened its first tiny shop in Shanghai’s Jing’an District in 2015, few could have predicted its monumental impact on China’s coffee culture. With over 600 locations across major cities like Beijing, Shenzhen, and Hangzhou, MANNER has grown into a celebrated brand, thanks to its perfect blend of creativity, direct-to-consumer engagement, and innovative campaigns.

At the core of MANNER Coffee’s creative philosophy is a simple yet profound idea: making high-quality coffee a part of everyday life. This vision is reflected in everything from the brand’s minimalist store designs to its artful marketing campaigns. The founders believed that everyone should have access to great coffee without breaking the bank. This led to the development of their “affordable luxury” model, offering premium coffee at prices that are within reach of the average consumer.

Central to MANNER’s rapid growth has been its direct-to-consumer (DTC) strategy. By bypassing traditional retail channels, MANNER retains direct control over customer interactions, ensuring consistency and excellence in every cup. This approach allows the brand to offer competitive prices and reinforces its commitment to affordability. Their innovative mobile app simplifies the ordering process and offers personalized experiences, loyalty rewards, and exclusive promotions, building a loyal customer base and fostering a sense of community among MANNER enthusiasts.

Innovation is ingrained in MANNER’s DNA. Founder Han Yulong began by personally roasting coffee beans to guarantee superior quality. Today, MANNER operates a state-of-the-art roasting facility, continuing to prioritize freshness and flavor diversity. Their dedication to sustainability is equally commendable, encouraging customers to bring their own cups with a discount incentive. Collaborations with organizations like L’Oréal China further amplify their environmental commitment, using stylish, limited-edition cup sleeves to promote eco-friendly practices among their clientele.

MANNER’s campaign strategy is a masterstroke of creativity and collaboration. One standout partnership was with Louis Vuitton and Yayoi Kusama, introducing limited-edition coffee cups featuring Kusama’s iconic polka dot designs. Available at select MANNER locations, these cups quickly became collector’s items, merging high fashion and coffee culture.

As MANNER Coffee continues to grow, its vision remains clear: to make high-quality coffee accessible and integral to daily life. The brand’s ability to innovate, adapt, and engage with its consumers has cemented its place as a leader in China’s coffee industry. With a strong foundation built on creativity, sustainability, and direct consumer engagement, MANNER is well-positioned to shape the future of coffee culture in China and beyond.