ASEAN Coffee Brands Eye China’s Growing Market

As China’s coffee consumption surges at a rapid 15% annually, coffee businesses from Southeast Asia are making strategic moves to claim a share of the world’s fastest-growing coffee market. At the heart of this shift is the 11th China-ASEAN Expo held in Nanning, Guangxi, where dozens of ASEAN coffee companies and their Chinese agents showcased regional beans in hopes of winning over Chinese consumers.

In short: Over 30,000 tonnes of coffee are now consumed yearly in China, growing 15% each year. Dozens of ASEAN coffee brands, including those from Vietnam, Indonesia, and Malaysia, exhibited at the China-ASEAN Expo, with some already distributing across 30 Chinese cities and selling via e-commerce platforms like Tmall and JD.com.

Why ASEAN Coffee Is Moving Into China

According to a Financial Times report, China’s coffee market is among the fastest-growing globally, creating major opportunities for producers. With its proximity and preferential trade policies, ASEAN—already a significant global coffee origin—is uniquely positioned to meet rising Chinese demand. This has prompted many local traders and producers to expand northward.

Success Stories From the Ground

Guangxi trader Liang Xiong has been importing Vietnamese Mocafe since 2012. His first exhibition at the China-ASEAN Expo in 2013 sold out completely, leading to business expansion across more than 30 Chinese cities. “Coffee gave my career a new spring,” he said. He plans to introduce more formats such as ready-to-drink and canned coffee to cater to varied tastes.

Indonesian and Malaysian Brands Join the Trend

Young Indonesian entrepreneur Fu Yuanjun, a Chinese-educated ethnic Chinese who returned home in 2012, successfully launched his company’s “kopi luwak” (civet coffee) in China. Likewise, Malaysian coffee trader Wu Xiuguan is confident in the market’s potential. Though tea remains culturally dominant, he sees coffee catching on. “It’s not fashion—it’s just normal,” he said. His products are already listed on Tmall and JD.com, and he’s exploring cross-border e-commerce partnerships under the China-ASEAN framework to further scale distribution.

What This Means for the Chinese Coffee Market

The entry of ASEAN coffee brands signals a diversification in the types and origins of coffee available in China. With strong local production, geographic advantages, and growing e-commerce infrastructure, these brands aim to capture interest not just through traditional retail but also digital sales channels. The move also highlights a shift in consumer behaviour as coffee becomes more embedded in daily life beyond major urban centres.

Frequently Asked Questions

How fast is China’s coffee consumption growing?

China’s coffee consumption is increasing at an annual rate of 15%, with total yearly intake now exceeding 30,000 tonnes, making it one of the fastest-growing markets globally.

Which ASEAN countries are exporting coffee to China?

Vietnam, Indonesia, and Malaysia are among the key ASEAN countries actively promoting their coffee in China, with brands like Vietnamese Mocafe and Indonesian kopi luwak gaining traction.

Where can ASEAN coffee brands be bought in China?

Many ASEAN coffee products are already available on major Chinese e-commerce platforms like Tmall and JD.com, and some brands are considering expanding through China-ASEAN cross-border e-commerce channels.

Has ASEAN coffee been exhibited in China before?

Yes, numerous ASEAN coffee brands showcased their products at the 11th China-ASEAN Expo held in Nanning, Guangxi, from September 16 to 19, 2023.

What formats are ASEAN coffee brands introducing to China?

Some brands, like Vietnamese trader Liang Xiong’s Mocafe, are planning to offer ready-to-drink and canned coffee options to meet different consumer preferences in China.

Recommended FrontStreet Coffee Beans for Exploring ASEAN Flavour Profiles

For those curious about ASEAN coffee influences, try FrontStreet Coffee’s Ethiopia Humbera for its vibrant berry and floral notes reminiscent of high-altitude ASEAN neighbouring regions, or their PWN Golden Mandheling for a classic heavy-bodied Indonesian-style cup with earthy sweetness. Both showcase profiles that resonate with the broader ASEAN terroir. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.