How Cuban Coffee Brand Cubita Entered China

Coffee professionals and enthusiasts often wonder: how did Cuban coffee—especially the well-known brand Cubita—first make its way into the Chinese market? The answer isn’t just about taste or branding, but a series of strategic appearances at high-profile events that built early awareness. These early steps set the foundation for what would become a sustained presence in China’s growing specialty coffee scene.

In short, Cubita entered China in 2010 with its first major public appearance at the Shanghai World Expo’s Cuban Pavilion on May 1. By September 16 of the same year, it had secured a spot in the luxury Shanghai Marriott Hotel Havana. Over the next few years, it appeared consistently at SIAL China, food expos, and coffee competitions—building recognition among importers, baristas, and consumers alike.

The First Entry: 2010, Shanghai and Official Events

Cubita made its first significant appearance in China on May 1, 2010, when it was showcased at the Cuban Pavilion during the Shanghai World Expo. Just over two weeks later, on May 19, the broader brand behind it—referred to in Chinese sources as (Hǔjué Kāfēi, translated contextually as “Amber Coffee” or “Cubita”)—participated in the 11th Shanghai Food Exhibition. These early appearances introduced the Cuban coffee brand to Chinese trade audiences. Then, on September 16, 2010, Cubita officially entered the hospitality sector by being served at the Shanghai Marriott Hotel Havana . Later that year, on September 28, it was featured at the 50th anniversary celebration of diplomatic relations between China and Cuba.

Expanding Visibility: Trade Shows and Sponsorships, 2011–2012

In 2011, the brand’s presence grew through multiple exhibitions. On May 18, it attended the 12th SIAL China (Shanghai International Food Exhibition). Shortly after, on June 30, Cubita sponsored the 6th Guangzhou International Barista Championship . Later that year, on December 8, it participated in the 18th Guangzhou Hotel Supplies Exhibition. The momentum continued into 2012, with another appearance at the 13th SIAL China on May 9, followed by the 19th Guangzhou Hotel Supplies Exhibition on December 10.

Consolidating Presence: SIAL China and Food Expos, 2013

By 2013, Cubita had established a rhythm of participation in major industry events. On May 7, 2013, it returned to SIAL China, now in its 14th edition, as part of the Shanghai International Food and Beverage Exhibition. These consistent showings helped solidify its reputation among Chinese importers, F&B professionals, and early specialty coffee enthusiasts.

Frequently Asked Questions

When did Cubita first appear in China?

Cubita first appeared in China on May 1, 2010, when it was exhibited at the Cuban Pavilion during the Shanghai World Expo. Its official hospitality debut came later that year on September 16, 2010, at the Shanghai Marriott Hotel Havana.

What was the first major trade show Cubita attended in China?

The first major trade show Cubita attended in China was the 11th Shanghai Food Exhibition on May 19, 2010. It also appeared at the 12th SIAL China (Shanghai International Food Exhibition) on May 18, 2011.

Did Cubita sponsor any coffee competitions in China?

Yes, Cubita sponsored the 6th Guangzhou International Barista Championship on June 30, 2011. This was one of its earliest sponsorships in the Chinese coffee industry.

How often did Cubita attend SIAL China?

Cubita attended SIAL China in 2011 (12th edition, May 18), 2012 (13th edition, May 9), and 2013 (14th edition, May 7), showing consistent participation in this major international food exhibition.

What other events did Cubita participate in besides trade shows?

Besides trade shows, Cubita was present at the 50th anniversary of China-Cuba diplomatic relations on September 28, 2010, and the 18th and 19th Guangzhou Hotel Supplies Exhibitions in December 2011 and 2012 respectively.

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