Founded in 2015 on Graham Street’s slopes, noc (formerly NOC Coffee Co.) now spans 15 locations across Hong Kong, curated around one bold vision: crafting a holistic coffee experience—from beans to food to space. Recognized by Wallpaper Magazine as one of the “World’s Top 10 Coffee Shops for Design Lovers” and by Big 7 Travel among the “50 Best Coffee Shops in the World.” As we mark our 10th anniversary, we are embracing a deeper truth: in a fast-paced world, living slow is the ultimate act of connection. Thus, we evolve—not as NOC Coffee Co., but as noc (pronounced “knock”). Starting 15 August, join us for limited-time surprises celebrating this milestone.
More Than Coffee: noc Redefines Slow Living
For a decade, NOC Coffee Co. has championed a bold yet simple vision: to be more than coffee—to be your tranquil escape in a bustling city. We stripped away overcomplicated menus, flashy techniques, and hard sells to deliver something pure: exceptional coffee, thoughtfully sourced food, and spaces designed as urban oases. Minimalism was our language; curation, our craft. But as we serve you in our coffeehouses, we realized: in a world drowning in deadlines and notifications, what you craved wasn’t just coffee—it was a pause. A chance to live. That’s why, in August 2025, we’re evolving into noc. Lowercase, understated, and rooted in Live Slow—a philosophy that transforms coffeehouses into sanctuaries where every sip and bite reconnects you to the present.
noc remains unwavering in quality and simplicity, but now extends the ethos to slow living. Inspired by the artistry of coffee stains—those fleeting rings left behind—we’ve woven a new narrative of presence and slow aesthetics. This vision will manifest gradually through reimagined spaces, thoughtful packaging, and brand collaborations. Each element serves as a gentle reminder: when we slow down, beauty reveals itself in the details.
10th Anniversary Celebrations: 3 Surprises Not to Miss
Surprise #1: Exclusive Member Rewards
Each year, noc’s anniversary brings exclusive rewards for members. On 15 and 16 August, members can earn double points, enjoy free oat milk upgrades, and receive a noc coffee gift pack: a Specialty Instant Coffee (Nutty) and a 10% off Merchandise Voucher in a noc mini pouch. Simply make any purchase at noc during the anniversary dates and present the membership card for free redemption. Limited quantities, first come, first served.
Join noc’s free membership to savor these rewards: link
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Surprise #2: Capture the noc Tram for HKD 10,000 in noc credits
noc embraces its Hong Kong Island roots and ‘Live Slow’ ethos by transforming an iconic tram into a moving tribute to Live Slow. From 15 August to 11 September, the wrapped tram will traverse Hong Kong’s streets—inviting the city to embrace coffee as a daily ritual. From 25 August, snap creative photos of the noc tram and share on Instagram for a chance to win HKD 10,000 in noc credits.
Details on Instagram @noccoffee.hk
Surprise #3: Signature Dishes Comeback
For a decade, noc’s baristas and chefs have crafted seasonal, creative drinks and dishes. To mark this milestone, we’re bringing back beloved classics from 19 August to 21 September: noc Benedict, Loaded Potato Waffle, Avotato and Caramel Apple Toast ($ 98 each), alongside drinks like Golden Fresh, Iced Pandan Cocoffee, Passionfruit Fizzpresso and Black Sesame Oat Latte ($ 60 each). Available at select locations:
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“Black Sesame Oat Latte” and “Golden Fresh” are available at noc King Lam St., Lee Garden Three, Shui On Centre, and Tai Yuen St.. |
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“noc Benedict,” ”Loaded Potato Waffle,” “Black Sesame Oat Latte” and “Iced Pandan Cocoffee” are available at noc Bohemian House, Empire Centre, The Mercury, THE SOUTHSIDE, and Tsuen Wan Plaza. |
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“Avotato,” “Caramel Apple Toast,” “Black Sesame Oat Latte” and “Passionfruit Fizzpresso” are available at noc CITYPLAZA, The Papillons, The Sun Arcade, The Wai, Whampoa Promenade, and YOHO MALL. |
Welcoming the new noc—together, let’s create memories for the next decade.
