At a Glance (China Coffee Network): Hogood Coffee (Hougu), founded in 1994 and headquartered in Dehong, Yunnan, is a national key leading enterprise in agricultural industrialization and the first Chinese brand awarded the “full coffee industry chain” China Well-Known Trademark—integrating cultivation, processing, R&D, sales and import/export across 270,000 mu of plantations.
Hogood Coffee (“Hougu”) is a national key leading enterprise in agricultural industrialization. Established in 1994, it is a private enterprise integrating coffee cultivation, processing, sales and import/export businesses. It is a professional enterprise covering the full coffee industry chain in China, and the first brand in the country to win the China Well-Known Trademark as a “full coffee industry chain enterprise.”
Development history
Start-up and transition: In 1994, the Luxi County Jiazhong rubber factory was established, processing and selling coffee and rubber raw materials. In 1997, Luxi Hongtian Industrial Development Co., Ltd. was founded, building coffee plantations under a “company + base + farmers” model.
Brand creation and expansion: In 2007, Dehong Hongtian Industrial (Group) Co., Ltd. and Yunnan Industrial Investment co-invested to create Dehong Hougu Coffee Co., Ltd. and Lincang Hougu Coffee Co., Ltd. In 2009, a RMB 2 billion investment built a 33,000-ton instant-coffee production line, ending Europe’s monopoly on coffee equipment manufacturing.
Market expansion and internationalization: In 2010, Kunming Hougu Coffee Sales Co., Ltd. was established. In 2012, e-commerce channels were opened. In 2015, the first China–Europe international “coffee train” was launched. In 2016, together with the Chongqing Energy Investment Group, the Chongqing Coffee Exchange was founded. In 2017, it led the founding of the Asian Coffee Association.
Brand overview
Hogood Coffee is headquartered in Dehong, Yunnan. The company was founded in 2007 by Dehong Hongtian Industrial (Group) Co., Ltd. and Yunnan Industrial Investment. As of 2025, Hogood Coffee has nearly 2,000 employees, has developed and planted 270,000 mu of coffee, and benefits 60,000 farm households—more than 300,000 people. Its products are sold to over 50 countries and regions; domestically they mainly go to Shanghai, Beijing, Shenzhen and other cities, while e-commerce covers Tmall, JD and multiple platforms.
Brand advantages
Full-industry-chain layout: It integrates coffee cultivation, processing, R&D, sales and import/export, with 9 subsidiaries in Yunnan, 7 coffee plantations and 3 instant-coffee production plants.
Strong R&D: In 2013 it formed the China Coffee Engineering Research Center, cooperating with multiple national research institutes and filing numerous patents. It adopts internationally advanced freeze-drying coffee technology to preserve the coffee’s original aroma.
Rich product range: Covering coffee beans, instant coffee and ready-to-drink coffee—such as AA extra-high-altitude beans, latte coffee and cold-brew freeze-dried coffee—plus distinctive products like walnut coffee and walnut-protein black tea.
Numerous honors: It has successively received titles including National Agricultural Product Processing Demonstration Enterprise, Top 30 in Innovation Capability, and Famous Chinese Brand.
Industrial layout
Planting bases: 270,000 mu of coffee developed in Yunnan—220,000 mu in Dehong and 50,000 mu in Lincang—benefiting 60,000 farm households and more than 300,000 people.
Processing and production: It owns a self-built 33,000-ton/year instant-coffee production line, importing Brazilian concentration equipment and technology and top Danish technology, producing coffee products with advanced spray-drying and freeze-drying methods.
R&D center: In 2013, together with the Kunming Institute of Botany of the Chinese Academy of Sciences and others, it formed the China Coffee Engineering Research Center; by 2016 it had filed 21 patents.
Main products
It covers coffee beans, instant coffee and ready-to-drink coffee in multiple types—such as AA extra-high-altitude beans, espresso Yunnan peaberry roast, Hogood pure coffee and Hogood premium freeze-dried coffee—and has also developed distinctive products like the freeze-dried walnut instant powder “Walnut 007.”
Market distribution
Domestically it mainly sells to Shanghai, Beijing, Shenzhen and other cities, covering supermarkets and stores across 12 provinces including Hubei and Shandong, in cooperation with large retailers such as Carrefour and Walmart. Abroad it sells to the UK, the US, Russia and more than 50 countries and regions.
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