At a Glance (China Coffee Network): (Source: Menglian Release) On June 16, the 10th China–South Asia Expo came to a close. In recent days, in Hall 13, the Coffee Industry Pavilion at the Kunming Dianchi International Convention and Exhibition Center, the Menglian exhibition area has maintained unabated heat. Dozens of coffee beans and creative coffee drinks from the “First County of Chinese Specialty Coffee” attracted large numbers of citizens to stop and taste; the products brought by merchants were restocked several times yet still in short supply.
(Source: Menglian Release) On June 16, the 10th China–South Asia Expo came to a close. In recent days, in Hall 13, the Coffee Industry Pavilion at the Kunming Dianchi International Convention and Exhibition Center, the Menglian exhibition area has maintained unabated heat. Dozens of coffee beans and creative coffee drinks from the “First County of Chinese Specialty Coffee” attracted large numbers of citizens to stop and taste; the products brought by merchants were restocked several times yet still in short supply.
At the scene, the reporter saw that a long queue always formed in front of the Menglian Qiao’an Coffee booth. The person in charge, Na’er, skillfully brewed samples for customers while answering various questions about bean varieties and processing methods. She told the reporter that the gains from this exhibition far exceeded expectations—not only selling out on-site every day, but pre-orders were scheduled into next year.
“On the second day of the exhibition I received an order for green beans; after giving them that order they still wanted more, but there are none left this year so they can only pre-order next year’s green beans; the profit on this order was 20,000 to 30,000 yuan,” said Na’er of Qiao’an Coffee.
Also feeling the enthusiastic atmosphere of the exhibition was the Laizhuke Coffee Estate. Several coffee beans on the booth marketed as “double anaerobic”—”Hongzhuang” and “Mangle”—became “check-in items” for young consumers and children because of their high flavor recognizability. During the exhibition, Laizhuke Coffee simultaneously launched live-streaming sales; Guan Ping, the person in charge, hardly stopped receiving order messages on his phone. “Many enterprises, cafés, and roasters are coordinating different roasted products with us; we’ve reached intent-oriented cooperation, and everyone especially recognizes Menglian coffee.” Speaking of the exhibition experience, Guan Ping bluntly said “I didn’t expect it to be so hot.”
The quality charm of Menglian coffee not only conquered ordinary consumers but also won high recognition from industry insiders. In the tasting area, there were even coffee roasters and traders who made a special trip to source beans, holding coffee tasting cups with focused expressions.
A retired coffee trade professional, Wang Pingxiu, said: “I’ve been in the green-bean trade for over twenty years. Today we came to the Menglian exhibition area and saw the specialty beans of several estates—Gaosanlin, Xin’gang Yanei—with Geisha, Bourbon, and Typica; the taste was more stunning one after another. I think Yunnan’s coffee has a very promising future!”
Besides professional buyers, many Kunming local citizens also took advantage of the weekend to come shopping. Many were contacting Menglian specialty coffee up close for the first time. Holding a freshly brewed cup, they sipped while strolling; by the time they left, their hands were full of bags printed with the Menglian exhibition logo. “Many guests walked around and still felt our Menglian coffee tastes best,” said Ye Yi of Ban’an Coffee.
On one side of the exhibition area, an interactive check-in zone simulating a coffee forest was hugely popular; visitors wrote blessings on red-fruit-shaped stickers and pasted them onto the coffee tree one by one. Now this “coffee forest” is hung with ripe coffee cherries, becoming one of the most popular corners of Hall 13, the Coffee Industry Pavilion.
According to statistics from the Menglian County Tea and Specialty Bio-industry Development Center, cumulative on-site sales at the Menglian exhibition area exceeded 368,000 yuan, with intended orders of over 24 million yuan. Behind this data is the solid pace of Menglian coffee moving from deep mountains to cities, from forests directly to the tip of the tongue. Many consumers actively saved the contact information of estate heads after the experience, forming a sustained interactive consumption stickiness.
Beyond the hot sales at the exhibition, Menglian coffee’s professional strength was also validated. On June 15, the BOC China Good Coffee selection was announced; a total of 6 estates and 9 coffees from Menglian won awards, fully covering the three groups of non-washed, washed, and innovative processing. Among them, Laizhuke Specialty Coffee Estate’s “Cloud Geisha Honey Process” won first place in the non-washed processing group; Gaosanlin Coffee Factory, Lafu Lusheng Agriculture Co., Ltd., Qiao’an Coffee Estate, Nuosai Wadi Tea-Coffee Estate, and Xingfu Tea-Coffee Factory all had products on the list. The mellow Menglian coffee is accelerating from the producing-area booth to a broader market.
Reporter: Bian Kaiyan.
Reprint Notice & Disclaimer: This article is reprinted from Menglian Release. Original reporting by Bian Kaiyan. All rights belong to the original publisher.
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