Ever wondered what it’s like to run a business in China?

At Totally Teach, we’re proud to work with other independent businesses. Thanks to the trusted partnerships we form, we’re able to help our teachers out with more than just a new job. Because when you’re working abroad, there’s a lot of lifestyle changes to navigate, such as, where can I get a good cup of coffee?

That’s where Jonas Emil Coffee Roasters comes in!

Not only are they an incredible business in their own right, but they also supply the coffee you can find inside our Totally Teach Welcome Boxes!

And if you’ve ever been curious about what it is like to transition from teaching into starting up and running a business in China, then you won’t want to miss the chat we had with David, from Jonas Emil. Read on to find out their story.

1. Hi! Can you please introduce yourself and your business?

I’m David, with Jonas Emil Coffee Roasters. We roast specialty-grade coffee in small batches to sell directly to home coffee fans. We’re based in Shanghai, and have been running for 16 years.

2. What’s the story behind your business? How did it start?

When I came to Shanghai to teach in 1995 you couldn’t get a decent cup of coffee for love or money. I started to think about opening a small roastery to satisfy the longing of expats for a truly good cup of coffee. It wasn’t until I met my Chinese partners that we were able to move forward on this idea.

3. What’s it like running a small business in Shanghai as a foreigner?

It was difficult to navigate the business regulations. For one thing, there was no small coffee roaster segment of the coffee industry. Regulations were designed for big industrial roasting.
On the other hand, there was some leniency for start-ups as a practical matter, largely unspoken. This, too, made me uncomfortable. I was used to working in the US, where regulations were very transparent. My Chinese partners were a big help because they had a clearer sense of where the limits of unspoken rules lie.

4. Have you always been in the coffee business, or did you work in another industry before?

Nope. I had worked in sales, both in industrial supplies and then financial products. I first taught ESL from 1977-79 in Taipei, where I studied Chinese at Taiwan Normal University. I was lucky to land in a program that provided a lot of teacher training.

5. What is your one product that you always recommend to new customers?

Taste is so subjective. I try to get some idea of what the customer already likes, such as dark roast or lighter roast, fruity or dark chocolate flavors, before I recommend a coffee. If they are starting out on a coffee experience journey, I suggest they buy two coffees to compare, like a wet-processed Guatemala and a honey-processed Costa Rica, so they can get an idea how the processing affects the final flavor.

One standing recommendation I make is to grind their own coffee just before they brew it, but I do this softly. Most customers ask us to grind the beans for them. I understand, it’s a convenience. I don’t shame people for choosing convenience. We all do at some point.

You can find Jonas Emil HERE: https://www.jonasemil.com/ and order their delicious, small-batch roasted coffee (they deliver across China!)