How Ryan Jie Jiang Built Less and More Coffee Into a Portland Standout

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TLDR

When Ryan Jie Jiang, founder of Less and More Coffee, moved to Portland, Oregon, during the height of the pandemic, he wasn’t sure what to expect. The city, known for its deep love of coffee, had always left a strong impression on him during past visits for competitions. But opening a coffee shop downtown in late 2021, at a time when foot traffic was scarce and offices stood empty, felt risky. Still, Jiang was drawn to the city’s energy and took the leap.

Originally from China’s Jilin Province and ethnically Korean, Jiang first discovered his love for coffee in college. He worked as a barista in China, later moving to Los Angeles where he managed a coffee shop. The road to owning his own space wasn’t easy. High costs and setbacks in LA made the dream feel distant. But Portland offered a fresh start and, with the encouragement of friends and family, Less and More Coffee was born.

A 250-Square-Foot Statement

Housed in a converted vintage bus shelter, Less and More stands out in downtown Portland. The small, sleek kiosk is outfitted with top-tier brewing equipment and a well-thought-out menu that reflects Jiang’s background. His parents ship unique ingredients from Korea, such as dried mugwort and omija berries, which make their way into customer favorites like the ssuk latte and omija-ade. Other menu highlights include drinks flavored with black sesame, hojicha, injeolmi, and ube.

Even with its compact size, the shop has become a downtown destination. Social media buzz, customer loyalty, and consistent quality have fueled its rise. What began as a solo operation—with Jiang behind the counter seven days a week—grew steadily. Within six months, he brought on additional baristas, and the buzz began to spread beyond Portland’s core.