Secre Coffee

About Secre Coffee

Secre Coffee (also known as 星氪咖啡) is a Guangzhou-based specialty coffee brand established in 2019 by founder and CEO Roy Ruoyu Fan. The company targets young, digitally-native consumers in China with convenient and affordable coffee products. Its business model is primarily direct-to-consumer, leveraging major e-commerce platforms like Tmall, Taobao, JD.com, and its own WeChat mini-program to reach its customer base.

The company's product line centers on accessible specialty coffee, with its flagship "Donut Drip Coffee" and other formats designed for ease of use. Secre Coffee positions itself as a lifestyle brand, aiming to integrate into the daily routines of a younger demographic by offering a fresh and personalized coffee experience. The founding team's background includes experience from established coffee chains like Starbucks and tech giants such as Uber and Didi, blending food and beverage expertise with a modern, technology-driven distribution strategy.

Financially, Secre Coffee demonstrated rapid growth following its inception, securing a total of $2.14 million over five funding rounds. Its first seed round occurred in May 2019, with subsequent Series A rounds in May 2020, March 2021, and July 2021. Key institutional investors include Bojiang Capital, Mobike, Wuxi Xiecheng Enterprise Management, Hong Hui Ventures Capital, and HLC. Despite its initial success and significant backing, the company is now reported as deadpooled.