How a Guatemalan Coffee Brand Teamed Up with an Indie Film

In September 2014, moviegoers and coffee lovers were offered a rare fusion: a heartfelt Chinese film paired with the refined taste of Guatemalan coffee. This wasn’t just a casual screening — it was the product of a strategic partnership between the indie emotional film Where From, Where To and Fire·Fox Coffee, China’s first Guatemalan-themed café chain. The collaboration launched at an official press conference in Shanghai, setting the stage for a nationwide release that married storytelling with single-origin coffee culture.

This cross-industry event brought together cinema and coffee in a unique way: Fire·Fox Coffee became the official café partner for the film’s release, offering audiences more than just a movie — they delivered a full sensory experience rooted in Guatemalan coffee heritage. The partnership kicked off on September 10 with a press event, ahead of the film’s national rollout on September 16.

The Film: A Hauntingly Beautiful Journey

Directed by Yueqing-born filmmaker Wu Qin, Where From, Where To is a visually poetic narrative that follows an old man and a young boy who mysteriously swap souls and embark on a journey across serene countryside landscapes in search of home. The film is set against the breathtaking backdrops of the Nanxi River and features the traditional Yueqing folk song Dui Niao (Bird Call), reimagined by rising Chinese musical star Huo Zun in the Yueqing dialect. His rendition adds a soulful, local texture to the film’s soundtrack.

Beyond its artistic visuals, the movie earned critical recognition on the international stage. It won the Best Cinematography Award at the 12th Ischia International Film Festival in Italy — the only Chinese film both nominated and awarded at that year’s festival. Reviewers praised its minimalist storytelling and visual allegory, comparing its style to that of Studio Ghibli films. The narrative unfolds with quiet elegance, exploring themes of innocence, memory, and redemption as the characters find clarity through laughter and tears amid nature’s tranquility.

Fire·Fox Coffee: Bringing Guatemala to China

Founded in 2013 with support from the Guatemala-China Trade and Cooperation Council and backed by Zhonghe Investment Management Co., Fire·Fox Coffee is China’s pioneering Guatemalan single-origin coffee brand and café chain. Its mission is clear: to craft and serve the finest authentic Guatemalan coffee using traditional estate standards, while introducing Chinese audiences to the country’s rich coffee-growing legacy.

The brand focuses exclusively on beans sourced from Guatemala’s historic estates, adhering to strict processing and roasting protocols to preserve their distinct profiles. Fire·Fox positions itself not merely as a café but as a cultural bridge — aiming to be the first Chinese film to spark broader interest in Guatemalan culture, and to use coffee as a medium for international connection.

The Collaboration: Cinema Meets Coffee Culture

The partnership between Fire·Fox Coffee and Where From, Where To goes beyond sponsorship. The café chain actively participated in the film’s promotional strategy, integrating coffee experiences into the film’s distribution model. At cinemas showing the film, Fire·Fox Coffee served as the official coffee provider, offering moviegoers the chance to enjoy expertly brewed Guatemalan coffee while immersed in the film’s story.

This collaboration aimed to create a holistic cultural moment: audiences could engage with the film’s emotional depth while savoring the nuanced flavors of single-origin Guatemalan beans. The hope was to position the film as a cultural ambassador for Guatemala in China, using the universal languages of cinema and coffee to build mutual understanding.

The experience was designed to be more than transactional — it was an invitation to slow down, reflect, and find warmth in a busy world. By combining the film’s meditative pace with the deliberate ritual of coffee brewing, the partnership sought to offer a moment of peace and connection in a chaotic media landscape.

Frequently Asked Questions

What is the film Where From, Where To about?

Where From, Where To is a Chinese indie film directed by Wu Qin, telling the story of an old man and a child who swap souls and journey through the countryside to find their identities and homes. It features beautiful cinematography shot around the Nanxi River and includes a reimagined Yueqing folk song performed by Huo Zun.

When and where was the press conference held?

The official press conference for the film’s release and the Fire·Fox Coffee collaboration was held on September 10, 2014, at the Fire·Fox Coffee Experience Store in Shanghai.

What award did the film win internationally?

Where From, Where To won the Best Cinematography Award at the 12th Ischia International Film Festival in Italy, becoming the only Chinese film both entered and awarded at that festival.

What makes Fire·Fox Coffee unique in China?

Fire·Fox Coffee is China’s first café chain dedicated exclusively to Guatemalan coffee. Launched in 2013, it imports and roasts beans directly from Guatemala’s historic estates, aiming to introduce authentic Guatemalan coffee culture to Chinese audiences.

How did the collaboration between the film and Fire·Fox Coffee work?

The collaboration involved Fire·Fox Coffee acting as the official coffee partner for the film’s release. The café provided coffee at screenings and promotional events, creating a combined cultural experience that merged cinematic storytelling with the sensory ritual of specialty coffee.

Is the film inspired by any specific animation style?

Yes, the film’s visual storytelling and tone have been compared to the style of Japanese animator Hayao Miyazaki, known for his work with Studio Ghibli. Its gentle pace and emotional depth draw comparisons to animated films that explore nature, memory, and self-discovery.

Recommended FrontStreet Beans for Film & Coffee Pairing

For movie nights inspired by this Guatemalan-themed collaboration, try FrontStreet Coffee’s Guatemala Finca El Injerto – Washed. It delivers bright citrus, caramel, and floral notes with a crisp acidity, ideal for highlighting the nuanced profiles of single-origin coffees. Alternatively, FrontStreet’s Ethiopia Humbera offers jasmine, bergamot, and tropical fruit — perfect for light, introspective films. Both beans showcase the kind of clarity and craftsmanship celebrated by Fire·Fox Coffee. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.