On a dynamic Friday night in Central, working millennials might find themselves immersed in the pulsating beats of a DJ set, where the man behind the turntables is none other than Enzo Cheng, the young and charismatic CEO of NOC Coffee Co. As the crowd sways to his music and cheers his name, he shares the arena with his friend, an up-and-coming local DJ.

It is hard to imagine that come Monday, this same individual is quietly overseeing operations in his naturally well-lit office space at NOC’s Tseung Kwan O branch, one of the popular coffeehouse chain’s 15 outlets across the city. Comfortably ensconced within the brand’s signature minimalist and clean aesthetics, he savours his favourite salmon taglionlini before diving into the day’s challenges.

“I haven’t worn a suit in ages,” chuckles Cheng, reflecting on his sleeves up, hands-on leadership style that contrasts sharply with the traditional image of a corporate CEO. This relaxed demeanour seems fundamental in his approach to both music and business – a blend of creativity and strategic vision that has propelled NOC into the spotlight. The nifty acronym, for the non-caffeine-inclined, stands for ‘Not Only Coffee’.

Seeds of ambition

Growing up in the vibrant yet fiercely competitive landscape of Hong Kong, Cheng’s early experiences shaped his vision of what a successful business could be. “World-class businesses don’t have to be the loudest,” he remarks. “But they have to find their value in this noisy marketplace. The everchanging dynamic and brutal honesty of Hong Kong’s market force businesses to be on their A-game at all times, helping me redefine what a world-class business should look like every day.” This understanding of clarity and competition permeates his leadership at NOC.

One of the pivotal moments in his childhood was a school project where he built a pinhole camera. “Designing and assembling something functional from scratch was incredibly rewarding,” he recalls. This early foray into technology sparked his interest in business and innovation, leading him to explore one of his first business case study of Kodak and its rise and fall.

Cheng’s entrepreneurial spirit was further nurtured by his family ¬– his father and cousin are successful entrepreneurs who encouraged him to pursue bold aspirations. “They challenged me to find solutions rather than quit,” he shares, crediting them as indispensable influences in his career.

From banking to brews

His journey took an unexpected turn when he transitioned from a promising career in investment banking to co-leading Coding Rooms, a SaaS (software as a service) company. “Entrepreneurship has always been part of my vision,” he explains, emphasising how his experiences with high-profile executives ignited a passion for operational roles.

“Investment banking taught me many transferable skills,” he notes, listing critical thinking, empathy and the ability to simplify complex problems as key tools he brought to NOC upon joining a year ago. He has transformed the high-pressure lessons of banking into a strategic approach that embraces discomfort and innovation.

Ways & beans

So what sets NOC Coffee apart in the crowded café market? According to Cheng, who had just embarked on a business degree at the University of Michigan when the brand was born, it’s their commitment to being the most recognised neighbourhood coffeehouse. “We focus on maintaining high standards of customer care and product quality,” he states. This dedication ensures that every outlet embodies the same spirit and reliability, avoiding the pitfalls of either scaling up too quickly or remaining too small.

Angelled by Hong Kong-based venture fund, KD Capital, it’s a proudly local brand, as the CEO emphasises while gesturing an air-quote on the importance of embodying the “Hong Kong spirit”, a resilient and innovative mindset. “We aim to redefine lifestyle cafés,” he explains, with plans to expand internationally while maintaining the essence of what makes NOC special.

Percolating innovation

As technology continues to evolve, Cheng is keen to leverage cutting-edge advancements within the coffee industry. “From bean sourcing to espresso machines, technology plays a critical role,” he says, envisioning a future where AI and big data can enhance consistency across multiple locations.

This forward-thinking approach is not just about efficiency; it’s about enhancing the customer experience. “If we can standardise quality while maintaining the unique touch of each barista, we’ll create a better product for everyone,” he says, hinting at exciting developments on the horizon. “I can’t say much now, but it’s going to happen soon.”

For Cheng, success is defined by providing unparalleled value. “We constantly ask how we can do more with less,” he shares, highlighting a philosophy that drives decision-making at NOC. His vision for the company includes purposeful expansion and continuous innovation, ensuring that quality and service remain at the forefront.

Cup of life

There’s a growing trend among young professionals to balance ambition with personal fulfilment – unheard of in previous working generations but crucial to Cheng’s modern brand of leadership. “Happiness comes from the people I work with and the progress we make together,” he states, underscoring the importance of team culture in fostering a positive work environment. Ultimately, it’s this blend of camaraderie and ambition that fuels his drive.

With a busy schedule that balances the demands of running a growing business, he makes it a point to prioritise health and wellbeing. “Finding time to exercise and reconnect with family is essential,” he remarks, underscoring the need for balance amid a bustling lifestyle.

The day after our interview, Cheng flew to New Zealand and Shanghai with family to attend coffee fairs and visit cafes around the world – a testament to his belief that life and work can coexist. Living is about finding work in life and also life in work,” he affirms.

Drinking out of the box

As he looks to the future, his advice for aspiring entrepreneurs in Hong Kong is clear: “Challenge the status quo. Don’t box yourself in.” He believes that resilience and a willingness to adapt are vital in today’s ever-changing market.

Much like a well-brewed cup of coffee, Enzo Cheng’s journey is about finding purpose and joy in everyday moments. As he continues to lead NOC towards new horizons, his story serves as a reminder that success is best enjoyed when shared with others, and that every day offers a new reason to wake up with enthusiasm.

Switching into reflective mode, the youthful CEO is quick to acknowledge the lessons learned and the importance of seeking diverse perspectives. Recognising the value of listening to the experiences of others, he laughs: “I wish I had more coffee chats!”

Photographer: Jack Law   Videographer: Jack Fontanilla