Aerial view of the Lonely Café

In the village of Zhongmen, Pingtan, a café has garnered immense popularity despite being open for less than a month. Named the "Lonely Café," it sits atop a hill, surrounded by lush meadows and boundless sea views. Its isolation has not deterred a steady stream of young people who travel there just for the café.

The Lonely Café stands out with its vibrant orange roof and pristine white exterior, harmonizing perfectly with the backdrop of the sea and sky. The inspiration for its design came from the ancient cities of Croatia and Spain, blending simplicity with modernity. Inside, the café maintains its minimalist aesthetic, featuring wooden tables and chairs, soft lighting, and tropical plants that add a touch of nature to the space.

Outside the Lonely Café, windmills sway gently in the breeze.

According to Chai Di, one of the café's partners, the name "Lonely" encapsulates the isolated location and the philosophical concept it evokes. "We wanted the name to reflect the solitude of the place but also spark curiosity," Chai Di said. "Solitude can be romantic and inviting, pushing people to explore what true loneliness feels like."

Wang Haoyu pictured making coffee

Despite initial doubts about the café's remote location, the owners persevered. "We knew the scenery was beautiful, and loneliness itself is a profound philosophical thought," said Wang Haoyu, the café's manager. "We just needed to do what we love, and like-minded people would find us eventually."

A quiet corner of the café

The Lonely Café has indeed attracted a diverse crowd, from solo travelers and content creators to groups of friends and mothers with children. Each visitor finds their own solace within the café's tranquil ambiance.Hua Hua, a visitor from Fuzhou, shared her experience: "The name 'Lonely' caught my eye on the social media-Xiaohongshu. It's romantic. With my high work pressure, I needed a quiet place to unwind, sip coffee, and watch the sea and sunset. This café provided exactly that."

For photographer KIM, the Lonely Café was a serendipitous discovery during a volunteer activity. "After hiking through countless villages and encountering a flock of goats and a barking dog, I stumbled upon the Lonely Café," KIM wrote on Xiaohongshu. Wang Haoyu responded, "Thank you for persevering through the wilderness." KIM simply replied, "It was worth it."

A peaceful moment listening to the whispering wind and crashing waves

The Lonely Café's high visibility on social media platforms has catapulted it to the top of Pingtan's café list on Dianping, known as the "Yelp of China." This unexpected success has reaffirmed Wang Haoyu's original vision. "We wanted to create a space for relaxation and reflection," he said. "Now, with more visitors, I hope they can still find their own rhythm and enjoy the feeling of loneliness."

The Lonely Café embodies the emerging trend of the "loneliness economy," where individuals seek solitude and personal experiences. In a fast-paced, information-overloaded world, the rise of loneliness economy reflects people's desire for inner freedom and personal space.

As philosopher Friedrich Nietzsche said, "Become who you are." Loneliness is not an escape from the world but a journey into oneself. The Lonely Café serves as a letter to the world, advocating for the beauty of solitude and the freedom found within