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Just desserts for this green tea start-up

By Shen Jingting (China Daily)
Updated: 2010-03-12 10:43

Wei Meng, a Shanghai-born beauty, opened a green tea dessert business near Minzu University of China in Haidian district. She sells snacks made of tea powder, green tea cheese, yogurt and milk tea. The 25-year-old Fudan University graduate quit her job as a secretary at a Fortune 500 company, and drove to Beijing in December to realize a sweeter dream.

METRO: Why did you decide to start Matcha Gongfan, or the Green Tea Powder Dessert Shop?

Wei: There is a saying, "Change drinking tea to eating tea". Matcha, or fine green tea powder, desserts are popular in Japan, South Korea and Singapore because tea powder is much more easily absorbed by the human body than tea. Besides, girls like the taste of Matcha because it is not that sweet and leaves a pleasant taste on your tongue.

I decided to set up one near Minzu University of China, targeting its students. There is another reason why I opened a Matcha shop in Beijing rather in Shanghai. Last May my boyfriend shifted his workplace to Beijing, so I came with him.

METRO: How do you make cute desserts such as Matcha tofu, teramisu and yogurt pudding?

Wei: I always enjoy desserts, and I learned the basic skill in a French restaurant in Shanghai. After I tried various desserts in different places, I wanted to make them myself. Usually I add some fresh and fashionable elements to my products.

I find Beijing has fewer desserts than Shanghai in terms of variety. It's a great experience to bring Shanghai's most delicious desserts to Beijing. When you eat my products, you may share the same feeling as if you are savoring Ichido's Matcha tofu, Beard Papa's puff and Parisian baguettes pudding, but at a cheaper price.

METRO: How's business so far?

Wei: It's pretty good. I can sell as many as 200 desserts every day. I have many old clients and have collected hundreds of notes on my message board since the shop opened on Dec 20. Some of them said "super delicious", and some people said they wish I would open more stores in Beijing, even in other cities such as Dalian and Nanchang.

Their words encourage me.

METRO: Congratulations, it's a good start. What's next? Any bigger plans?

Wei: I dream of creating my own brand. I dream that Matcha Gongfan will be as popular as Starbucks, Ichido or Beard Papa. The next step may be to open a second chain store in Wudaokou, because Tsinghua and Peking universities are nearby.

METRO: As a Fudan University graduate, why did you quit an good company job to open a little dessert shop?

Wei: As always, doing something I really love is my wish. When I began studying at Fudan University in 2003, I was dreaming of opening a fruit juice outlet. Afterward, I thought a pastry shop might be a good idea. I've always wanted to make snacks for people and open a little store by myself. What's more, I didn't like being an office lady, facing a computer every day. It's boring. Making desserts make me happy.

METRO: Didn't your parents disagree with you about quitting?

Wei: At first, my parents could not understand me. They thought opening a dessert shop is bukaopu (not trustworthy). My mother warned me that I should figure things out. But afterward, when I eventually opened the store, they became supportive. My parents also feel it's not easy for me since I am overcoming many obstacles. But even now, my grandfather still doesn't understood me. By contrast, most of my female friends are happy when they heard of my decision. "We support you," they said.

METRO: What's your boyfriend's attitude?

Wei: I'd like to express my special thanks to him. Though I worked in Shanghai for two years, I did not save much money. I only had 20,000 yuan when I arrived in Beijing last October. I worried about failure. My boyfriend encouraged me and gave me faith. He said he would use his salary to fill the loss.

METRO: Did you face troubles when you set up this dessert shop?

Wei: Yes. When I rented this shop space, I started to decorate it. It was winter. It does not have a heating system and it was freezing cold. Every day when I finished work, I cried on the way home. It was so hard. At times I even thought about quitting.

METRO: Is there any other local dessert shop that you like very much?

Wei: Yes. In Beijing's Nanluoguxiang, there is a dessert shop called Wenyu Cheese. People queue in a long line outside the shop just for a cup of cheese. I hope my shop can become as popular as Wenyu.