International Coffee Forum Held in Taichung, Taiwan

Taichung’s city government isn’t just promoting local cafes—it’s aiming to put the city on the global specialty coffee map. By bringing in world-class experts, the municipality hopes to connect local roasters, farmers, and enthusiasts with international insights, setting a foundation for high-level urban coffee culture rooted in Taiwanese terroir.

In short: Taichung’s Economic Development Bureau hosted an international coffee forum at Chaoyang University of Science and Technology, featuring SCAA Forum Executive Director David Roche and former Counter Culture Coffee CEO Peter Giuliano. The event educated local industry professionals and consumers on specialty coffee's global landscape, with an eye toward building a distinct Taichung coffee identity.

Urban Coffee Vision: Taichung’s Global Coffee Push

Taichung’s Economic Development Bureau organized the international coffee forum at the Chaoyang University of Science and Technology Innovation Incubation Center. The goal: to market Taichung as a city of quality coffee and establish a professional platform for global coffee dialogue. The event gathered leading international voices alongside domestic industry figures to deepen public understanding of specialty coffee.

Vice Mayor Xu Zhongxiong addressed the forum, referring to attendees as “coffee experts” while humorously admitting his own limited palate—he typically drinks coffee with milk. He emphasized that true appreciation of high-quality coffee means understanding its origins, roasting craft, and sensory profile. Xu highlighted the cultural shift from traditional tea dominance to a growing coffee culture in China, and called for education to help consumers recognize excellence. He also pointed to Taichung’s potential for coffee cultivation, citing regions like Xinshe, Dongshi, Heping, Taiping, and Wufeng as geographically well-suited—though currently underdeveloped for coffee farming. “Coffee is not just culture, it’s an economic crop,” he said, stressing its high value potential.

Insights from Global Coffee Authorities

Peter Giuliano, former CEO of Counter Culture Coffee, traced the evolution of specialty coffee across major producing regions. His talk covered decades of progress, from farm to roastery, painting a detailed picture of how specialty coffee has matured in different eras and geographies. He connected the dots between origin stories and modern cup profiles, offering a historical perspective on today’s tasting trends.

David Roche, long-time SCAA Forum Executive Director, brought hands-on experience from across the supply chain. He shared his work developing a 500-acre coffee plantation in Hawaii and managing agribusiness operations across Latin America for Lipton Tea. Roche also broke new ground for many attendees by detailing sun-drying (natural) processing techniques and exploring the untapped potential of Robusta beans in specialty contexts—insights that broadened the discussion beyond typical Arabica-centric narratives.

Cupping Science and Taiwan’s Coffee Leaders

The forum also spotlighted Taiwan’s own contributions to the specialty coffee world. Chen Chia-Chun, recognized as a leading figure in the country’s coffee scene, led a practical session on cupping—the standardized evaluation method used by professionals worldwide. Chen is Taiwan’s first certified Q Grader and licensed cupping judge, as well as an instructor. He works with ChenYi International, the only SCAA-authorized education partner in Taiwan, further solidifying his role in shaping local coffee expertise.

Throughout the event, the focus remained on bridging international knowledge with local practice. By engaging with global leaders in coffee sourcing, roasting, and education, Taichung aims to refine its industry standards and cultivate a unique urban coffee identity grounded in both international best practices and local innovation.

Frequently Asked Questions

Who organized the international coffee forum in Taichung?

The Taichung City Government’s Economic Development Bureau organized the forum at Chaoyang University of Science and Technology. The goal was to promote Taichung as a hub for specialty coffee and build a platform for international exchange.

Which international coffee experts spoke at the forum?

The forum featured David Roche, Executive Director of the SCAA Forum, and Peter Giuliano, former CEO of Counter Culture Coffee. Both shared insights on global coffee trends, processing methods, and specialty coffee development.

What did Vice Mayor Xu Zhongxiong say about coffee in Taichung?

Vice Mayor Xu called forum attendees “coffee experts” and admitted he usually drinks coffee with milk. He stressed the importance of education in recognizing quality coffee, and highlighted Taichung’s potential for coffee farming in areas like Xinshe and Wufeng, calling coffee both a cultural and economic asset.

What is cupping and who presented on it at the event?

Cupping is the professional method for evaluating coffee flavor and aroma. Chen Chia-Chun, Taiwan’s first Q Grader and a licensed cupping judge, led a session on cupping. He works with ChenYi International, the only SCAA-authorized education partner in Taiwan.

Did the forum discuss coffee farming potential in Taichung?

Yes, Vice Mayor Xu noted that regions such as Xinshe, Dongshi, Heping, Taiping, and Wufeng have suitable conditions for coffee cultivation, though current planted area is limited. He emphasized coffee farming as a high-value economic opportunity for the region.

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