Editor’s note (coffeeyo.com): Luckin Coffee has become the designated coffee brand of the China International Import Expo and joined the pavilions of multiple countries, deepening its global origin-sourcing cooperation layout.
From November 5 to 10, the ninth China International Import Expo (CIIE), themed “New Era, Shared Future,” was held in Shanghai. Luckin Coffee appeared at the event as the “Designated Coffee Brand of the Ninth China International Import Expo,” and joined the national pavilions of Brazil, Indonesia and other countries, providing coffee to guests from around the world. Guo Jinyi, co-founder and CEO of Luckin Coffee, attended the opening ceremonies of the Brazil and Indonesia national pavilions, joining guests from various countries in envisioning the open cooperation and coffee-industry future under the CIIE platform.
The CIIE is the world’s first national-level expo themed on import, and has become an important window for China to promote high-level opening-up and build a new development paradigm. In recent years, Chinese homegrown brands represented by Luckin Coffee have continuously deepened global cooperation, building an upstream origin-sourcing layout covering core producing regions of the “Global South” such as Brazil, Indonesia and Ethiopia, fostering bilateral industry-chain synergy and cultural exchange. The little blue cups seen everywhere across the expo venue have become a vivid reflection of how China’s consumer brands connect with the world and respond to the “15th Five-Year Plan” guidance for a rational and orderly cross-border layout of industry and supply chains.
Brazil National Pavilion
“Brazil is the world’s largest coffee producer and exporter, and China is the market with the fastest-growing coffee consumption,” Guo Jinyi said at the opening ceremony of the Brazil pavilion at the CIIE. “Brazilian coffee beans are a very important source of Luckin’s raw materials; our share of China’s annual imported coffee beans, and of imported Brazilian beans, is growing rapidly. We believe coffee is a market of ever-expanding opening-up.”
It is reported that in 2024 Luckin signed a coffee-bean procurement memorandum of understanding worth 10 billion yuan with Brazil’s Export and Investment Promotion Agency, agreeing to purchase a total of 240,000 tonnes of coffee beans from 2025 to 2029, making it Luckin’s largest coffee-bean procurement plan to date. At the same time, Luckin has set up offices, grower-support centers and high-quality planting bases in Brazil, extending its supply-chain management boundary upstream and further enhancing its origin quality-control capability. Beyond industry cooperation, Luckin also keeps promoting China–Brazil coffee cultural exchange — jointly with Brazil’s Export and Investment Promotion Agency it has held a Brazilian Coffee Culture Festival and a Brazilian Coffee Theme Season, and opened Brazilian-themed stores and a Brazilian Coffee Museum, effectively raising awareness of Brazilian coffee and culture in China and turning coffee into a bond of China–Brazil industry synergy, cultural mutual learning and people-to-people connectivity.
Indonesia National Pavilion
In Indonesia, in 2025 Luckin partnered with the Banggai Islands regency government to establish a dedicated coconut island, planning to procure about 1 million tonnes of standard-compliant coconut raw material with partners over the next five years, and bringing agricultural planting support, supply-chain synergy and community co-building into the cooperation framework to better connect local coconut resources with scaled processing and consumer markets. In addition, Luckin’s professional bean-sourcing team has gone deep into Ethiopia’s quality-producing regions for traceability; Luckin continues to procure multiple single-origin SOE coffees such as Yirgacheffe, Geisha and Hambella from Ethiopia, facilitating the entry of quality coffee into China’s mass consumer market.
The deepening of this cross-border layout needs to be anchored and amplified by domestic supply-chain infrastructure. At present, Luckin has built three roasting bases — in Pingnan (Fujian), Kunshan (Jiangsu) and the Qingdao Innovation Production Center — while the Xiamen Innovation Industrial Park is under accelerated construction; the four bases will eventually form a coffee-roasting network with annual capacity of 155,000 tonnes. In Baoshan, Yunnan, Luckin has built a fresh-cherry processing plant with annual handling capacity of up to 5,000 tonnes, improving the supply-chain capability from origin processing to roasting production and supporting the quality upgrade of Yunnan coffee.
Taking the CIIE as a window, China’s coffee industry is showing an even more open picture of global collaboration. In the future, as China continues to expand high-level opening-up and improve its import-trade promotion system, more quality agricultural products from “Global South” countries are expected to enter the Chinese market through the CIIE. And Luckin’s exploration offers an observation sample of how China’s consumer brands connect with global quality origins through import platforms, build globalized supply-chain capability, and advance the “Global South” sharing in the opportunities of China’s vast market.
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- Original article: Zhonghong Wang, “Luckin Becomes Designated CIIE Coffee Brand, Joining Multiple Countries to Deepen Global Origin Cooperation”
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