Opening Up a Broader Market with a Cup of Coffee

At a Glance (China Coffee Network): This year, the China International Import Expo (CIIE) set up a coffee zone for the first time. In the food and agricultural products exhibition area, the “Taste Coffee, See the World” international exchange series, jointly held by the China International Import Expo Bureau and the Kunshan Municipal People’s Government of Jiangsu Province, drew the attention of many attendees.

This year, the China International Import Expo (CIIE) set up a coffee zone for the first time. In the food and agricultural products exhibition area, the “Taste Coffee, See the World” international exchange series, jointly held by the China International Import Expo Bureau and the Kunshan Municipal People’s Government of Jiangsu Province, drew the attention of many attendees.

By our reporter Wang Yinxin

“Care for a cup of coffee? A CIIE special blend.”

A single coffee bean extends into an industrial chain covering green-bean cultivation, cross-border trade, roasting and processing, equipment research and development, and end-consumer branding. With coffee as the link, the coffee zone aims to present the ecosystem of the global coffee industry chain, build a bridge for dialogue between producing regions worldwide and the Chinese market, and help more exhibits become products and more exhibitors become investors.

Chinese coffee brand Saturnbird was invited to this year’s CIIE to showcase its “Airship” intelligent coffee brewing system and set up a coffee-making area. “Making friends over coffee — coffee has a strongly international character,” said Zhang Gang, marketing head for Saturnbird’s Airship line. “Right around our coffee-making area are exhibitors from Singapore, Malaysia, Thailand and elsewhere; these are all new markets we want to expand into in the future. We look forward to opening up a broader market with a cup of coffee.”

Colombian national brand LOK Dark Chocolate is taking part in the CIIE for the sixth year. “In previous years our exhibits were only chocolate; this year we have brought more products — coffee beans, ice cream, and baked goods,” said Li Xiao, president of LOK Dark Chocolate’s China region. “China has become one of the fastest-growing coffee markets in the world, with strong demand, so this year we have brought Colombia’s newest and best coffee beans, hoping to win the recognition of Chinese consumers.”

Zuo Jiayi, a coffee roaster from New Zealand, brought coffee products made with the latest variable-temperature extraction, liquid-nitrogen rapid granulation and freeze-drying technologies. “No coffee machine is needed, nor any great skill — just take some processed coffee beans, add water, and you can taste the deeply extracted flavor of coffee from a high-mountain estate in Panama,” Zuo Jiayi explained. Delighted to be at this year’s CIIE, Zuo added: “The CIIE brings friends from all over the world, and we hope our new coffee products will gain more partners.”

People’s Daily (November 6, 2026, Page 10)