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Participation of 20 countries turns small coffee beans into major business opportunities across Asia, Africa and Latin America
I am a coffee bean. I crossed the Andes, travelled across the African highlands and passed through the rivers of the Indochinese Peninsula, enjoying the journey to China.
Recently, coffee beans from more than 20 coffee-producing countries came together in Beijing during the 2026 China International Coffee Exhibition. The event brought together more than 200 global premium coffee brands and roasters, presenting flavours from around the world and highlighting the strong appeal and consumption potential of the Chinese market.
Global flavours come to Beijing
According to the 2026 China City Coffee Development Report, the value of China’s coffee industry reached RMB 354.9 billion in 2025, representing year-on-year growth of 13.3%. Between 2020 and 2024, the average annual compound growth rate exceeded 23%, around six times the long-term growth rate of the global coffee market.
This rapidly expanding market is attracting increasing interest from coffee-producing countries worldwide. Exhibitors from different regions are using the exhibition to promote local products and strengthen their presence in China.
At the booth of the China-Latin America Cultural Exchange Center, visitors could discover not only Geisha coffee from Panama and Ecuador, but also Ecuadorian organic chocolate, flavoured banana chips and other food products, supported by tastings.
Exhibitors from Uganda presented special Arabica beans grown at altitudes above 1,500 metres, highlighting chocolate and caramel notes associated with African production regions.
Meanwhile, Vietnam’s NAPOLI Group showcased cappuccino products popular in its domestic market, with the aim of further expanding its presence in China.
“This is our third participation in the exhibition. Colombia is China’s third-largest coffee supplier,” said Oscar, Commercial Counsellor at the Colombian Embassy in China, in an interview with International Business Reporter.
Colombian coffee is recognised worldwide for quality characteristics including hand-picking and washed processing methods.
Oscar also pointed to a significant difference in consumption. The average person in China currently drinks around 18 cups of coffee per year, compared with as many as 333 cups in Colombia. This gap highlights the potential for further growth in China and continues to attract coffee-producing regions looking for new market opportunities.
Domestic premium brands compete on the same stage
While overseas coffee-producing regions are seeking opportunities in China, domestic premium coffee brands are also using the exhibition to showcase their products and compete on the same platform.
Chinese and international companies are presenting their offers, exchanging experience and contributing to the development of a more integrated coffee value chain.
At the exhibition, Lujiacui Coffee presented an award-winning blend that received a gold medal at the IIAC International Coffee Tasting Competition, as well as small-grain coffee from Baoshan in Yunnan province.
“Premium coffee from Yunnan is rich but not overpowering, with natural notes of dark chocolate and cream. It works well with Italian-style brewing methods and demonstrates the quality potential of locally grown beans,” said Zhao Yingjie, the company’s New Media Manager.
Full-chain service provider Vistel (Tianjin) International Trade Co., Ltd. showcased limited-edition handcrafted Italian coffee machines, milk-based coffee companions adapted to Asian consumer preferences, Italian artisan ice cream and samples of Yunnan Pacamara coffee trees.
The company also supports professional development through a network of 13 coffee academies across China, while introducing high-quality international resources and promoting Chinese coffee culture abroad.
Small coffee beans are not only connecting different taste traditions, but are also becoming an important channel for economic and trade cooperation.
From bringing high-quality overseas raw materials into China to the steady development of domestic premium coffee, the event reflects both changing consumption patterns and the country’s continued market opening.
Growing diversity in consumer preferences and new business opportunities for companies indicate that coffee is becoming an increasingly important part of agricultural trade and consumer services.
Source: 2026 China International Coffee Exhibition / International Business Reporter materials.Read more:
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