NOC Coffee Co. was founded on the slopes of Soho, Hong Kong, in 2015 with an ambition to curate a more elevated coffee experience in the region. Each of the now eight locations have been designed with a minimalist aesthetic, combining smooth concrete, naturally light hued wood and stark white that creates a mellow environment for people to enjoy their coffee. Wallpaper* Magazine named NOC as one of the “world’s best coffee shop for design lovers,” in 2018, with Big 7 Travel naming it one of the "Top 50 Coffee Shops in the World" in 2019.