The Place
“People in China associate coffee with overpriced cafes where you have to dress up and bring a laptop to fit in. We want to show them that drinking coffee can be a casual, affordable thing.”
It’s 11am on a Thursday and two cheery baristas are telling us the story behind Jpg Coffee, located right outside Tiyu Xi Lu metro station, exit H. The shop is literally just a window bounded by colorful electroplated steel, which looks cooler the farther away you stand.
There’s no seating at Jpg (chengguan strictly forbid setting up chairs on the sidewalk), but that doesn’t detract from the overall experience. The concept, after all, is coffee to go – something Beijing and Shanghai (and the rest of the world) caught onto ages ago but that Guangzhou, for whatever reason, has been sluggish to embrace.
Unlike most coffee shops in the city that open long after people with caffeine addictions are expected to be at work and functioning like normal human beings, Jpg welcomes customers at 7.30am on weekdays, making it a reasonable alternative to Starbucks if you happen to live nearby.
It’s cheaper than the others too: Americanos sell for a mere RMB15, lattes RMB18-20 and flat whites and cappuccinos RMB18.
The Food
Can RMB15 even buy you a real cup of coffee? It’s a valid question, seeing how accustomed we’ve grown to shelling out RMB30 for a simple shot of espresso. But Jpg reminds us that yes, affordable coffee has existed for years and can still taste pretty damn delicious.
The iced latte is by far your best bet and a favorite among regulars. Smooth, nutty and containing a touch of natural sweetness thanks to the milk, it’s rich and agreeable even on an empty stomach.
Though we didn’t get a chance to sample the Americano for ourselves, reviews on Dianping peg it as being too weak, so if you prefer a bold brew be sure to let the baristas know.
The Vibe
Jpg Coffee attracts a motley crew, from 40-somethings heading to work 12-hour shifts to teenage girls whose only obligation in life appears to be wandering the city taking cute photos.
The lack of seating leads to small crowds forming around the window, but the space feels lively as a result. And there’s no need to worry about queues: most customers are in and out within three minutes – about the time it’ll take to complete your cuppa Joe.
Price: RMB20
Who’s going: a diverse group seeking good, cheap coffee
Good for: coffee to go, iced lattes, photo-ops
[Photos by Jocelyn Richards]
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