London Daily

Focus on the big picture.
Saturday, May 31, 2025

Hong Kong digital firms connect with customers over coffee

Hong Kong digital firms connect with customers over coffee

On a busy street in Hong Kong’s Central district, a shopfront sticks out. Painted on its pure white exterior are the words ‘How’s your coffee today?’

On a busy street in Hong Kong’s Central district, a shopfront sticks out. Painted on its pure white exterior are the words “How’s your coffee today?”

The shop, Preface Coffee, is one of two concept stores operated by Preface Coding, a digital education company with no physical campus. “The coffee shop is our physical classroom,” said Tommie Lo, the company’s founder and chief executive.

Preface Coding is among digital companies tapping Hong Kong’s booming coffee scene to connect with customers. The warm and comfortable environment of coffee shops makes these brands easier to engage with, while a physical presence helps in boosting consumers’ confidence and sense of security.

“Opening a coffee shop will not increase their sales to a great extent, but I think it will help companies to build strong trust among their customers,” said Jane Jeongin Park, an assistant professor of marketing at City University of Hong Kong. The communal and warm environment of a coffee shop can make brands viewed as cold and analytical more accessible, she added.

“It’s a clever idea, because it removes some of the things that scare off people. Customers voluntarily enter a coffee shop, which makes them feel more open to new ideas and new brands,” Park said.

Preface Coding is a trendsetter, having opened its first coffee shop in 2018. It opened another this year in Tin Hau, with a third due this summer. The seats at its coffee shop in Tin Hau are placed in a podium setting. Open seating benches, movable tables and sockets as well as projection screens make it easier to hold regular free workshops.

“Before we opened the coffee shop, it was difficult for us to explain what’s the difference between us and other education companies. The coffee shop is a dynamic space [that gives us the chance to] explain what we do,” Lo said. The company provides one-on-one data science courses to adults and children.

Preface Coffee was a self-sustaining business now, having become profitable in its second year of operations. Lo said he hoped the coffee shops will have their own identity in parallel with Preface’s core education business. The company has invested an eight-figure sum in its coffee business. And apart from preparing for the launch of a three-storey flagship in Causeway Bay, it is eyeing overseas markets such as London and Tokyo.

The Preface Coffee shop in Central.


Bowtie’s Bow Coffee in Wan Chai is the first coffee shop in the city to be run by a virtual insurer. Its virtual insurance licence prohibits Bowtie from selling through agents, banks or brokers.

“A virtual business seems intangible and vague. Now, [our customers] can always find us in Wan Chai. This makes our brand more human. We hope that we can build trust [this way],” said Fred Ngan, Bowtie’s co-founder and co-CEO.

Bowtie’s foray into coffee shops is recent – it opened Bow Coffee in March this year. As patrons enter the cafe, which is decorated in Bowtie’s signature blue and pink Pantone colours, they are handed mask holders with Bowtie’s logo and website address printed on them. The coffee machine is also painted in the insurer’s colours, which Ngan said was part of their soft-sell marketing strategy.

The coffee machine at Bowtie’s Bow Coffee shop is also painted in the insurer’s colours, a move that its co-CEO says is part of their soft-sell marketing strategy.


These details can make a better impression on customers sometimes, with many searching online for Bowtie afterwards, Ngan said. “The insurance industry can be pushy, but people know that they need it. It is good to give them some room to think about it,” he added.

Farmacy, a local hydroponic mobile farms start-up, is another newcomer to jump on the coffee shop bandwagon. It has partnered with Interval Coffee Bar on a farm-to-table cafe in Cyberport. It has installed six mobile farms in Interval’s 4,000 sq ft store and provides more than 10 types of herbs and vegetables, including rosemary, basil and fennel.

“The coffee shop is a demonstration of the application of our products,” said Raymond Mak, Farmacy’s CEO. Customers can see how the company’s herb gardens work and replicate this at home, he added.

In coffee shops, where customers stay for longer, Farmacy products can enjoy exposure for longer, its CEO says.


The project is also a way for the start-up to explore other business models. “Apart from the traditional buyer-supplier relationship, our other partners could create other forms of partnerships after seeing our demonstration,” Mak said.

Coffee shops can be used in a variety of ways, as compared with other food outlets, such as restaurants, Mak said. “Our time in restaurants is limited. However, in a coffee shop, you can stay for several hours by just buying a cup of coffee. This means that our customers are exposed to our products for longer,” he added.

Newsletter

Related Articles

0:00
0:00
Close
Satirical Sketch Sparks Political Spouse Feud in South Korea
Indonesia Quarry Collapse Leaves Multiple Dead and Missing
South Korean Election Video Pulled Amid Misogyny Outcry
Asian Economies Shift Away from US Dollar Amid Trade Tensions
Netflix Investigates Allegations of On-Set Mistreatment in K-Drama Production
US Defence Chief Reaffirms Strong Ties with Singapore Amid Regional Tensions
Vietnam Faces Strategic Dilemma Over China's Mekong River Projects
Malaysia's First AI Preacher Sparks Debate on Islamic Principles
White House Press Secretary Criticizes Harvard Funding, Advocates for Vocational Training
France to Implement Nationwide Smoking Ban in Outdoor Spaces Frequented by Children
Meta and Anduril Collaborate on AI-Driven Military Augmented Reality Systems
Russia's Fossil Fuel Revenues Approach €900 Billion Since Ukraine Invasion
U.S. Justice Department Reduces American Bar Association's Role in Judicial Nominations
U.S. Department of Energy Unveils 'Doudna' Supercomputer to Advance AI Research
U.S. SEC Dismisses Lawsuit Against Binance Amid Regulatory Shift
Alcohol Industry Faces Increased Scrutiny Amid Health Concerns
Italy Faces Population Decline Amid Youth Emigration
U.S. Goods Imports Plunge Nearly 20% Amid Tariff Disruptions
OpenAI Faces Competition from Cheaper AI Rivals
Foreign Tax Provision in U.S. Budget Bill Alarms Investors
Trump Accuses China of Violating Trade Agreement
Gerry Adams Wins Libel Case Against BBC
Russia Accuses Serbia of Supplying Arms to Ukraine
EU Central Bank Pushes to Replace US Dollar with Euro as World’s Main Currency
Chinese Woman Dies After Being Forced to Visit Bank Despite Critical Illness
President Trump Grants Full Pardons to Reality TV Stars Todd and Julie Chrisley
Texas Enacts App Store Accountability Act Mandating Age Verification
U.S. Health Secretary Ends Select COVID-19 Vaccine Recommendations
Vatican Calls for Sustainable Tourism in 2025 Message
Trump Warns Putin Is 'Playing with Fire' Amid Escalating Ukraine Conflict
India and Pakistan Engage Trump-Linked Lobbyists to Influence U.S. Policy
U.S. Halts New Student Visa Interviews Amid Enhanced Security Measures
Trump Administration Cancels $100 Million in Federal Contracts with Harvard
SpaceX Starship Test Flight Ends in Failure, Mars Mission Timeline Uncertain
King Charles Affirms Canadian Sovereignty Amid U.S. Statehood Pressure
Trump Threatens 25% Tariff on iPhones Amid Dispute with Apple CEO
Putin's Helicopter Reportedly Targeted by Ukrainian Drones
Liverpool Car Ramming Incident Leaves Multiple Injured
Australia Faces Immigration Debate Following Labor Party Victory
Iranian Revolutionary Guard Founder Warns Against Trusting Regime in Nuclear Talks
Macron Dismisses Viral Video of Wife's Gesture as Playful Banter
Cleveland Clinic Study Questions Effectiveness of Recent Flu Vaccine
Netanyahu Accuses Starmer of Siding with Hamas
Junior Doctors Threaten Strike Over 4% Pay Offer
Labour MPs Urge Chancellor to Tax Wealthy Over Cutting Welfare
Publication of UK Child Poverty Strategy Delayed Until Autumn
France Detains UK Fishing Vessel Amid Post-Brexit Tensions
Calls Grow to Resume Syrian Asylum Claims in UK
Nigel Farage Pledges to Reinstate Winter Fuel Payments
Boris and Carrie Johnson Welcome Daughter Poppy
×