As coffee consumption continues to grow, the role of China’s diverse food and beverage cultures on consumer preferences and trends becomes clearer. China is a huge country with food customs and consumption habits that vary dramatically by region. Imagine for a moment the diversity in food and drink that exists within Europe, and then consider that China and Europe are approximately the same size. There’s a massive variation in flavor and preference in the Middle Kingdom.
In Shanghai, China’s economic capital, consumers are hungry for new concepts, flavors and ever-expanding variety. There is demand for continuous excitement and seasonal menus to attract repeat business, helping specialty coffee to become a daily routine for many office workers. This is why Manner Coffee and Seesaw have enjoyed such success here. Consumer support for specialty coffee is even clearer amid the economic impact of COVID-19 as independent coffee shops and chain store business remains booming.
Beijing, on the other hand, has a deeper cultural history and artistic emphasis as a city. Consumers here are driven to understand a concept in its entirety, and specialty coffee culture and history are particularly appealing. Noteworthy coffee shops such as SOE (three shops), Metal Hands (six shops) and Voyage Coffee (four shops) began in Beijing and have fed into this consumer demand.
Chengdu, in China’s southwest, is a newer city: trendy and accepting with a leisurely pace. The tradition here has been to enjoy afternoon tea with friends, play cards and enjoy life, making coffee culture a modern addition to these historic habits. After the COVID-19 lockdown ended in China, the rebound of the coffee industry in Chengdu has exceeded expectations. Over 70 independent coffee shops opened in July 2020 just prior to the Chengdu Hotelex Exhibition.
And, close to the Hong Kong border, Guangzhou and Shenzhen have nice weather year-round and are known for production and technological innovation respectively. Coffee culture thrives here too but, consumers are price sensitive and extremely discerning in their taste. Coffee providers need to be careful about balancing price and quality.
In a country with as long a history as China’s, coffee’s impact is still just a tiny dot on the timeline and this overview tinier still. However, if the last decade is any indication, there awaits an indelible legacy to be inscribed here by this beverage we love, those we share it with and those who find ever-changing ways to serve it to us.