On March 21, 2026, at the 2026 Spring Sugar and Wine Commodity Fair, the Chinese coffee industry powerhouse Hougu Coffee, which had been dormant for ten years, made its grand debut and officially announced its return.
In this exhibition, Hougu Coffee relied on its 43 year deep cultivation of the entire industry chain and its hardcore strength. Through the exhibition strategy of "B-end+C-end, online+offline dual zone layout", it made a strong appearance with its star single product "Liujin 58" large particle freeze-dried coffee, fully presenting the brand proposition and diversified industry layout of "healthy coffee, natural Hougu", and becoming the focus of this year's Spring Sugar Fair.
Adhere to our original intention, deeply cultivate the entire industry chain for 43 years, and build a solid foundation for Chinese coffee
Hougu Coffee has been rooted in Yunnan since 1984 and has always adhered to the deep cultivation of the entire industry chain. At this exhibition, this concept was concretely interpreted.
On the planting end, Hougu Coffee has established a "170000 acre high-altitude planting base" in Yunnan, ensuring the natural quality of coffee ingredients from the source through rigorous selection, seedling cultivation, and standardized planting systems.
This not only builds a solid quality moat for the product, but also drives hundreds of thousands of coffee farmers to deeply participate in the coffee industry operation, laying a solid foundation for the large-scale and standardized development of China's coffee industry.
On the processing end, Hougu Coffee has demonstrated strong confidence by building and operating a 33000 ton instant coffee monomer production line, leading Asia.
With strong deep processing capabilities and stable and excellent product quality, Hougu Coffee's products have been exported to more than 50 countries and regions around the world, and occupy half of the domestic B-end market;
The accumulated sales of coffee powder have been equivalent to 50 billion cups, allowing the rich aroma of Chinese coffee to truly enter the world stage and become a highly representative "Chinese power" in the global coffee industry.
Omnichannel efforts to reconstruct efficient business scenarios
Located on the second floor of Xizang Hotel, the Hougu Coffee Booth of the Sugar and Wine Fair adopts a dual zone layout of "offline product exhibition area+online product experience area" to display a full range of coffee products, such as freeze-dried coffee, fine coffee beans, black coffee, milk coffee, tea coffee, etc., and set up an exclusive tasting area and business negotiation area at the same time.
Showcasing the profound foundation of the brand in the supply chain source and deep processing fields, accurately meeting the diverse needs of the current young consumer group.
This "dual zone and equal emphasis" pattern not only vividly interprets the comprehensive strength of Hougu Coffee's full industry chain coverage, but also sends a clear signal to the outside world that the brand is deeply cultivating offline, expanding online, and making full use of all channels.
Embark on a New Journey for Chinese Coffee Brands Together
From adhering to the original intention of "natural health", to the production capacity confidence of "leading Asia", and then to the comprehensive display of "B-end+C-end, online+offline dual zone layout".
The comeback debut of Hougu Coffee at the Spring Sugar Festival is not only a concentrated review of brand strength, but also a new journey towards the future.
With the steady implementation of the omnichannel strategy, Hougu Coffee is entering the fast lane of China's coffee industry development with a steady and enterprising attitude, conveying the power of "healthy coffee" from Yunnan and China to the world!
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