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Coffee drinking finds a home in the land of tea

Reporter: Fei Ye 丨 CCTV.com

08-19-2014 09:42 BJT

Coffee is rapidly becoming popular with Chinese consumers and has become a US$3 billion-a-year industry in China that is growing by 25 percent annually. 

According to some estimates, China may become the world's largest coffee market within 10 years.

Drinking coffee is quickly becoming popular with Chinese consumers.

Drinking coffee is quickly becoming popular with Chinese consumers.

The China Coffee Expo is being held in Beijing to capitalise on that interest. It has drawn dozens of exhibitors from around the world, plus thousands of visitors and spectators. 

"We really believe that, given the rise of places like Starbucks and Pacific, where from our perspective it's coffee but perhaps not the best quality coffee, We do believe that the consumer's tastes are starting to change, and they're starting to accept more and different kinds of coffee flavors, from different origins," said Peter Radosevich, Asia Sales Manager, Royal Coffee.

In the past, it was tea houses that lined the streets of cities such as Beijing, but now they have been replaced by local and international chain coffee shops such as Starbucks and Costa Coffee. More and more Chinese companies are turning to this market. Pu'er is famous in China for tea, but Xu Lianming and his company Pu'Er Jiangcheng Coffee Co. specialize in growing and exporting coffee instead. 

"As a coffee trade and manufacturing company, we find that Chinese-grown coffee doesn't yet have any special price advantage. So, if Chinese coffee beans aren't of a good quality, it will be very difficult to compete and achieve success in the international coffee market," Xu said.

With more a billion potential coffee drinkers in China, the rise of China's coffee culture is something that has given coffee growers, manufacturers and sellers a reason to smile. 

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