The Sao Paulo Coffee Festival, held from June 23 to 25, brought together coffee industry insiders who expressed optimism about the Chinese specialty coffee market.
During the three-day festival, coffee lovers and companies from Brazil and abroad gathered to enjoy a variety of coffee-related experiences, including music, art, and gastronomy.
Caio Fontes, the director of the Sao Paulo Coffee Festival, highlighted the people-oriented nature of specialty coffees, emphasizing their emotional and social connection within Brazilian culture. Fontes also aimed to spread knowledge about specialty coffee, considering Brazil’s position as the world’s largest coffee exporter and a renowned producer.
Helcio Junior, co-founder of Unique Cafes, a Brazilian specialty coffee producer, emphasized the significance of cooperation between China and Brazil. Unique Cafes has already entered the Chinese market and witnessed continuous export growth. Junior mentioned the company’s participation in trade fairs and expos in China to better understand the market. He noted that both basic and specialty coffees have a place in the vast Chinese market.
Santa Monica, a coffee producer from Minas Gerais State, has a history of cooperation with China. Marcelo Moscofian, CEO of Santa Monica, referred to China as a promising market and anticipated substantial future business cooperation. Santa Monica has exported coffee to China since 2018 and recognized the country’s immense potential. They even signed a memorandum of understanding with a Chinese partner to establish a roasting plant, enabling the complete production process within China.
Industry insider Jeffery Young expressed confidence in the future of China’s specialty coffee market. Young, founder and CEO of London-based Allegra Group and the brand owner of the Sao Paulo Coffee Festival, praised the development of China’s specialty coffee sector, particularly in barista culture, latte making skills, and automated equipment, over the past five years. He revealed plans to launch a coffee festival in Beijing or Shanghai, envisioning it as potentially the world’s largest. Young believed that such an event could be a game changer for the industry and expressed interest in Allegra Group’s involvement.
Overall, the Sao Paulo Coffee Festival created an optimistic atmosphere regarding the Chinese specialty coffee market. Industry professionals acknowledged the importance of cooperation between China and Brazil, recognized China’s market potential, and expressed enthusiasm for future endeavors in the expanding Chinese coffee industry.