"What Does 'Imagination' Taste Like?" | An Invitation from 5Y Coffee
Start with a cup of 5Y Capital coffee, and experience the madness, conviction, and imagination of entrepreneurship.
The idea for 5Y Coffee came from a team-building trip in Yunnan.
We had brought a pour-over setup in the support vehicle (gotta stay 120% energized for work even on the road), and when colleagues shared the "5Y Coffee" concept on WeChat Moments, the casual post unexpectedly drew a flood of likes and comments from friends asking: Are you guys making coffee now?!
We thought the "5Y Coffee" concept was pretty interesting. Coffee itself has that quality of being acidic and bitter at first, then sweet on the finish — much like the entrepreneurial journey. A coffee bean needs the grower's patience, persistence, and faith to mature. We believe every startup idea begins like a tiny coffee bean, carrying massive life energy that can explode into tremendous spiritual power for us down the line.
Why not actually try "5Y Coffee" as a real startup project? It could become a more interesting layer of connection between us and founders.
So we went deep on a (very amateur) consumer brand journey. We put together a proper 5Y Coffee founding team, designed a logo, and seriously defined the product.
We carefully researched and selected beans, running cross-comparisons of natural vs. washed vs. honey processing, light vs. medium vs. medium-dark roasts, pour-over vs. machine extraction. Like any startup starting from zero, we studied machine compatibility and calibration from scratch, learned coffee knowledge and culture, and even organized a workshop on coffee machine mechanics and cleaning.
After going through all this, we deeply felt:
Starting a company is SO HARD!!!
Every product goes through a long, uncertain process of constant experimentation, overturning, and iteration. For founders, you need the meticulous "craftsman spirit" for product, yet also the strategic vision to navigate the market at large.
5Y Coffee started as just a travel whim, turning inspiration into execution — seemingly random and with low odds of success. Any startup idea that emerges isn't necessarily the product of careful, deliberate design, and will inevitably face skepticism and ups and downs.
The only way to turn imagination into reality is to create. We were founders once too.
In the end we defined three products. We chose to use Chinese Yunnan coffee beans, as a tribute to Chinese founders.
We hope to use "the time it takes to drink a cup of coffee" to together feel the madness of entrepreneurship, believe in them, and collectively turn imagination of the future into reality.
This might be the coffee that understands founders best.
Madness, Faith, Imagination
5Y Coffee has three products: "Madness," "Faith," and "Imagination." These are also the rare and precious qualities we look for in founders.
The entrepreneurial road reveals its scenery at the points of risk — there are always moments of pressure, exhaustion, and defeat. We hope to bring founders energy through more than just a cup of coffee.
"Madness" — a tribute to all innovators and creators who break paradigms. They climb, explore, and build paths where none exist. They are the explorers of modern society. We hope this cup of "Madness" gives every founder courage.
"Faith" is the source of composure in the face of ups and downs. When the "mad" you in others' eyes begins to be believed in, the world opens up anew. We hope to be that partner who supports, accompanies, and goes through the climbing process together with founders. This cup of "Faith" is 5Y's companionship for founders.
"Imagination" is the driving force behind startup ideas. What matters isn't what you see now, but what you can see ahead. Imagination is the rejection of habit, the transcendence of current paradigms, the exploration of alternative possibilities. We hope this cup of "Imagination" gives you more inspiration, creativity, and ideas.
These three cups are our wishes for founders. They say founders who drink "Madness" can overcome any challenge; after drinking "Faith," fundraising goes unbelievably smoothly; and founders who drink "Imagination" can recruit whoever they want :)
Welcome to start with a cup of 5Y Coffee, and experience the madness, faith, and imagination of entrepreneurship.
Last week, we held a small 5Y Coffee launch and tasting event at 5Y Capital's Shanghai office.
We also introduced two limited-edition drinks at the launch:
A "Dark Chocolate Ice Bock" collaboration between 5Y Coffee and Daily Black Chocolate, and "Phoenix and Wheat" from 5Y Coffee and oatoat.
When it comes to beverages, they're way more professional than us. Every drink was incredibly delicious and so beautiful you almost felt bad drinking it.
The collaborations with Daily Black Chocolate and oatoat give 5Y Coffee more flavors and more imagination. And it's these founders who give 5Y Capital more imagination.
We hope that whenever you encounter problems on your entrepreneurial journey, 5Y Capital is a friend you think of first, a place where you can sit down for a cup of coffee and have a genuine conversation.
# Giveaway #
Feel free to share your suggestions or wishes for 5Y Coffee in the comments. We'll select 3 people to receive a 5Y Coffee gift pack (Madness and Faith drip bags, a 5Y Coffee cup, and a 5Y canvas tote). Deadline: 24:00, September 30.
5Y Capital (formerly Morningside Venture Capital) currently manages approximately RMB 32 billion across USD and RMB dual-currency funds. 5Y Capital seeks out, supports, and inspires lone founders, providing support from the spiritual to the operational. We believe that if the "mad" you in others' eyes begins to be believed in, the world will open up anew.
BEIJING · SHANGHAI · SHENZHEN · HONG KONG
