Elephant Grounds’ co-founder Gerald Li on turning coffee into community

Li’s path to co-founding Elephant Grounds began with several passions, from further education in law to dabbling in Hong Kong’s nightlife scene, where he met co-founder Kevin Poon. In 2013, Elephant Grounds existed only as a concept under Li’s private hospitality company, Liberty Private Works. “I was tired of the institutional coffee stores we had back then; I wanted to source our own beans and make coffee that I liked," Li admits. Coincidentally, Poon had a coffee counter at his former lifestyle shop, and thus, the first Elephant Grounds location was born.

Without a proper space to operate in, the café’s first iteration wasn’t smooth sailing. “Not having a kitchen in the store at that time, I was making ice cream sandwiches out of my own kitchen and freezing them”, Li recalls. Even with its size limitations, the café was a hit with customers and became widely known for its signature ice cream sandwiches, which remain popular today. A decade later, Elephant Grounds has expanded across Hong Kong Island and Kowloon and has become known for its relaxed approach towards chilling out with coffee.

Photograph: Joshua Lin

This signature atmosphere is a result of Li’s focus on creating natural, inviting environments for its customers. Notably, the Star Street location features wooden loft walls, greenery, and a giant wooden facade from Start From Zero, a local eco-conscious company specialising in bespoke upcycled wood furniture. “We were very committed to finding the right partners, design, and materials to build our shops”, Li emphasises.

That same commitment to quality and community has fueled the brand’s expansion across Asia, with locations in the Philippines, Singapore, and one soon to come in Indonesia. Despite Elephant Grounds’ scale, Li and Poon remain involved in the day-to-day operations of the café chain. “Our imprint and our voice in the operations are still very active; that part hasn’t really changed”, he points out. 

Photograph: Joshua Lin

Being a pioneer in Hong Kong’s café industry wasn't without its hurdles. Li says that the early days of establishing the stores as spaces for all customers were an uphill battle. “We were one of the first cafés that were truly pet-friendly almost 15 years ago, and we were fighting red tape”, he remembers. Ultimately, Li credits customer feedback for shaping Elephant Grounds’ branches into the casual neighbourhood hangout spots they are today. “We want to give our customers what they expect, which is similar to our expectations”, he reaffirms.

Aside from co-founding Elephant Grounds, Li and Poon have since launched Leading Nation, a hospitality group behind dining and drinking hotspots, including Cristal Room by Anne-Sophie Pic, Cardinal Point, The Diplomat, and others. Even though he oversees multiple venues, Li reveals a soft spot for the café brand. “I'm one of the first customers every day. I see my staff, drink the coffee, eat the food often, and it just becomes part of my life”, he shares.

From April 27 to May 10, download the HSBC Reward+ app, log in, and show your Standalone RewardCash Programme Profile at Elephant Grounds’ K11 Musea and Star Street locations to get a free Americano or espresso shot with any purchase. The offer is limited to 100 portions each day across the two branches on a first-come, first-served basis. Visit our Time Out Recommended 2026 hub page for more details.

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