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ASEAN Coffee goes northward to enter the Chinese Market

Published: 2026-06-21 Author: World Gafei

Last Updated: 2026/06/21, Chinanews.com, Nanning, September 19 / PRNewswire-Asianet /-- the 11th China-ASEAN Expo was held in Nanning, Guangxi, from September 16 to 19. During this period, many coffee merchants from ASEAN countries and their agents in China exhibited and introduced coffee from ASEAN countries, trying to seize the Chinese market.

Chinanews.com, Nanning, September 19-(Zhang Guangquan) the 11th China-ASEAN Expo was held in Nanning, Guangxi from September 16 to 19. During the period, many coffee merchants from ASEAN countries and their agents in China exhibited and promoted coffee from ASEAN countries in an attempt to seize the Chinese market.

According to a survey conducted by the Financial Times, China's annual coffee consumption has exceeded 30,000 tons and is growing at an annual rate of 15%. It is the fastest growing and most potential country in the global coffee consumption market. Coffee investment has once become a hot spot for Chinese businessmen, which has achieved the wealth dreams of many Chinese businessmen. As an important producing area of global coffee, ASEAN has also obtained unprecedented development opportunities because of its unique geographical and policy advantages.

Liang Xiong, a Guangxi businessman who has been engaged in coffee trade on the Sino-Vietnamese border for many years, began to represent Vietnam Moche Coffee in 2012. In 2013, he first introduced it to the China-ASEAN Expo and sold out. Thanks to this, his wealth market also followed the trend to open. Liang Xiong told reporters that at present, he has found partners in more than 30 cities in China.

"Coffee has given me a new spring in my career!" This is Liang Xiong's most sincere feeling.

As a result of investing in ASEAN coffee to achieve the dream of wealth, Liang Xiong's story is nothing more common. As one of the many winners, Liang Xiong said frankly that in the future, he will take ASEAN coffee out of a "personalized" path in the Chinese market.

"We will introduce cups and bottled coffee according to the market demand to meet the needs of different people." Talking about the future, Liang Xiong said so.

Correspondingly, in the increasingly frequent economic exchanges between China and ASEAN, more and more ASEAN businessmen have begun to "go northward" to enter the Chinese coffee market.

Fu Yuanjun, a 28-year-old Indonesian, is one of them. The Indonesian Chinese, who graduated from Shanghai University of Finance and Economics, began to start a business there after returning from his studies in 2012. After two years of hard work, his company's "cat shit" coffee has successfully entered China.

Fu Yuanjun is full of confidence about the development of coffee industry in China. "I believe it will happen sooner or later when coffee enters the homes of the Chinese people."

Wu Xiuquan, a Malaysian coffee merchant who shares the same view with Fu Yuanjun, also thinks so. In his view, selling coffee in China, the hometown of tea culture, is "actually nothing, not fashionable". He is confident that in the future, the express train of China-ASEAN cross-border e-commerce cooperation will certainly bring his coffee career to a better tomorrow.

"now our products have covered China's domestic e-commerce websites such as Tmall and JD.com, and we are currently considering cross-border e-commerce cooperation with China and ASEAN." Wu Xiuquan said.

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