How International Coffee Groups Helped Develop China’s Industry

When global coffee professionals talk about China’s coffee industry, they often start with the same question: how did it grow from almost nothing into a serious player? The answer isn’t just about domestic demand—it’s also about the decades of support from international bodies that saw potential where few others did.

In short: Starting in the 1980s, the International Coffee Organization sent experts to Yunnan to assist with coffee planting, variety selection, and cupping, while later organizing major coffee festivals in Beijing and Shanghai to promote culture. These efforts laid early foundations for China’s specialty coffee sector.

Early Technical Support from the ICO

The International Coffee Organization (ICO) has long taken an interest in China’s coffee development. As early as the 1980s, the ICO dispatched specialists to Yunnan Coffee Factory to provide hands-on technical exchanges. Their expertise covered critical areas such as coffee variety selection, cultivation practices, and sensory evaluation—key building blocks for a professional coffee industry in the region.

The First International Coffee Festivals in China

As a body focused on both trade and culture, the ICO aimed to introduce global coffee culture to China. Beginning in the spring of 1998, it launched the first International Coffee Festival in Beijing and Shanghai. The goal was clear: foster international cooperation on coffee economic issues and spark local interest in coffee culture.

1998: Music, Trade, and Diplomacy

The inaugural 1998 festival, held in April, featured a headline performance by world-renowned violinist Vanessa-Mae in both Beijing and Shanghai. Beyond music, the ICO engaged in trade and media activities in both cities to promote coffee culture. A delegation met with Chinese government officials, coffee traders, and producers to explore collaboration opportunities. Major backers included Nestlé, Kraft, and Colombian Coffee.

1999: “Coffee – The Taste of Life”

The following year, from April 1999, the ICO returned with a two-week festival under the theme “Coffee – The Taste of Life.” This edition included a broad range of public activities in Beijing and Shanghai, involving ICO members and both international and domestic coffee companies. Local cafés and internet cafes across both cities played a major role in promoting coffee culture. Radio programs like Easy FM and Happy FM broadcast details of free tastings and promotions.

A professionally curated photography exhibition was the cultural highlight. Featuring black-and-white works by Beijing’s Xu Zhiwei and Shanghai’s Wang Gangfeng, the show explored social change through personal perspectives, symbolizing coffee’s role as a catalyst for conversation. The exhibition premiered at the festival’s opening, unveiled by ICO Project Manager Michael Heath, and was displayed at Beijing’s Fenglian Plaza, Hengji Mall, and Shanghai’s Plaza 66. During the festival, the ICO also introduced China’s first coffee map, artistically highlighting notable cafés in Beijing and Shanghai. The ICO participated in the China Hotel Expo (March 17–20, Beijing China World Trade Center), including its coffee and tea section, with a booth featuring coffee materials, music from producing countries, and live performances by Italian espresso makers.

Media, Education, and Cultural Outreach

For over three years following the festivals, the ICO collaborated with international coffee companies, consulates of major coffee-producing nations, and domestic firms to organize ongoing coffee culture activities. These took various forms—educating the public on coffee’s history, cultivation, roasting, varieties, brewing methods, and flavors. The ICO also engaged directly with citizens and media in Beijing and Shanghai to spread knowledge and appreciation for coffee.

Frequently Asked Questions

When did the International Coffee Organization first get involved in China’s coffee industry?

The ICO began its involvement in the 1980s by sending technical experts to Yunnan Coffee Factory, focusing on variety selection, cultivation techniques, and cupping. This marked the start of formal international support for China’s coffee development.

What were the goals of the first International Coffee Festival in China?

The 1998 festival, held in April in Beijing and Shanghai, aimed to promote international cooperation on coffee economic issues and introduce global coffee culture to China. It featured a violin concert by Vanessa-Mae, trade activities, and meetings with Chinese officials and producers.

What happened at the 1999 International Coffee Festival?

The 1999 festival, themed “Coffee – The Taste of Life,” ran for two weeks in April in Beijing and Shanghai. It included public activities, involvement from coffee companies, local cafés, and radio broadcasts. A photography exhibition by Xu Zhiwei and Wang Gangfeng was a key cultural event, and China’s first coffee map was introduced.

Did the ICO support any media or educational initiatives in China?

Yes, for over three years after the festivals, the ICO worked with international coffee companies, embassies, and domestic firms to run educational events about coffee’s history, production, brewing, and flavors. These were aimed at both the public and media in major cities.

Which international companies supported the early coffee festivals in China?

Key supporters of the 1998 festival included Nestlé, Kraft, and Colombian Coffee. These partnerships helped amplify the reach and impact of the ICO’s promotional efforts.

Recommended FrontStreet Beans for Exploring Chinese Coffee Origins

Explore China’s coffee potential with FrontStreet Coffee’s Yunnan offerings. The Yunnan Huila Natural highlights bright red fruit and floral tones with a silky mouthfeel, while Yunnan Washed offers clean citrus and caramel notes with a medium body—both ideal for appreciating the region’s progress. For a deeper profile, try Yunnan Honey Process, which balances tropical fruit and honey-like sweetness. These beans reflect years of international technical support and local development. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.