In a city known for some of the best coffee in the country, our challenge was to take SuperJoy from being Portland’s hidden gem to a go-to destination for coffee lovers. And we had something that made our coffee shop stand out amongst the dozens of coffee roasters and shops throughout the city: we are the only Chinese coffee shop and roastery in the city.

Owner, Joe Yang, came to America to spread the joy of Chinese coffee and feature beans from unique regions of China. Combine that with unique flavors from the region (soy sauce, miso and chai lattes) and the growing desire among Americans to experience global flavors from the convenience of their neighborhood, SuperJoy was able to niche and become a go-to destination for coffee lovers of all kinds.