2015 GCEF Forum: Coffee Culture in Everyday Life

In March 2015, as specialty coffee gained momentum across China, over a hundred professionals and enthusiasts gathered at the Parkview Green Art Gallery in Beijing—not just for coffee, but to discuss how the drink could become more than a commodity: a meaningful part of everyday life. The event was the inaugural Greater China Coffee Elite Forum (GCEF), themed 'The Coffee Cup in Chinese Life'.

Over 10 speakers, four hands-on workshops, and a dynamic panel discussion explored how to bring specialty coffee closer to consumers—answering one key question: How can we make coffee more personal, cultural, and accessible in daily routines? Here’s exactly what happened.

The Launch: A Gathering of Coffee Elites

On 28 March 2015, the Greater China Coffee Elite Forum opened at Beijing’s Parkview Green Art Gallery. The venue was buzzing with industry figures, from roasters and baristas to importers and café owners. By 9:30 a.m., guests were arriving, including 2014 World Barista Champion Hidenori Izaki and Colombian farm owner Camilo Merizalde. The atmosphere was both professional and familiar—many attendees were reconnecting with old friends. The day kicked off with a choreographed coffee cup dance and introductions by the self-titled ‘Four Heavenly Kings’ host group.

Opening Talks: Perspectives on Coffee and Lifestyle

Four speakers shared unique takes on integrating coffee into modern life:

• Peng Jinshan (New Mai Group): Used the film The 36th Story to explore how modern cafés must evolve beyond coffee alone—focusing instead on lifestyle and storytelling.
• Xu Baolin (‘The Coffee Hunter’): Stressed the value of sensory exploration. He encouraged drinkers to try diverse flavours and visit origins, noting humourously that the best way to find your coffee is through personal experience.
• Li Hongli (Aishi Coffee): Gave a grounded talk on how curiosity—and even vanity—can drive people toward better coffee. He urged simplicity, quality, and authenticity in product development.
• Wu Mingdu (Eslite Life): Shared how Eslite integrates coffee into broader service ideals. With Eslite’s Shanghai opening underway, he discussed creating atmosphere and educating customers on enjoying good coffee.

Workshops: Skill-Building and Storytelling

Post-talk, four parallel workshops dove deeper into technique and philosophy:

• Hidenori Izaki: Focused on the human stories behind coffee—explaining that over 4 hours, 2 kg of coffee cherries yield just 10% usable for great coffee. He argued baristas must share those stories, not just brew coffee.
• Wang Shiru & Liu Bangyu: Led a session on creative coffee and cupping, presenting GABEE’s ‘Lavender Sky’ drink as an example of innovation anyone can attempt.
• Lin Dongyuan (GABEE): Showcased inventive brews, discussing how to build unique drinks beyond classic espresso.
• Weng Mingxiang & Camilo Merizalde: Explored Colombian coffee cultivation. They cupped beans from Finca Aliño and explained the farm’s advanced processing techniques—including sponsorship of Matt Perger’s 2013 competition beans.

Afternoon Panel: The State of China’s Coffee Market

The afternoon featured a themed forum with six experts:

• Michael Yung (WCE President): Noted China’s market differs from the West—coffee isn’t yet habitual, and products must better connect with consumers’ lifestyles.
• Pan Haiye (Dazheng Group): Emphasised service as core to business. “How to move consumers and inspire your team is crucial,” she said. “Honesty is key.”
• Wu Mingdu: Highlighted the importance of café ambience—even modest tweaks help attract customers. Quality of the coffee itself remains essential.
• Dou Shu (Bean Roaster): Joked about explaining Kenyan SL28’s flavours to instant coffee drinkers—an illustration of the communication gap in coffee education.
• Michael Yung (again): Said competition is healthy. He praised the global impact of WCE events, noting that champion exposure boosts domestic interest. Future WBC competitions may get TV coverage in certain markets.
• Xu Baolin: Warned against impulsive café openings. He celebrated China’s unique coexistence of first-, second-, and third-wave coffee drinkers—an opportunity, not a conflict.

Q&A: Business Realities and Competitions

During the audience Q&A, two questions stood out:

• Is running a coffee shop profitable in China? Pan Haiye confirmed it is—but success depends on identifying the right profit model, such as bundling coffee with cakes or creating appealing environments.
• Are coffee competitions a business strategy for cafés? Michael Yung explained WCE adapts rules per country to boost engagement. Competitions elevate professionals nationally and internationally. Future WBC events may include TV broadcasts to expand reach.

Closing and Takeaways

The forum closed with gift bags containing curated coffee items—symbolising the day’s theme: coffee as a concentrated essence of culture and connection. Organisers and attendees alike left inspired, agreeing that bringing coffee closer to life is a shared, achievable goal.

Frequently Asked Questions

What was the main theme of the 2015 GCEF forum?

The 2015 Greater China Coffee Elite Forum focused on integrating coffee into everyday life in China, with the theme 'The Coffee Cup in Chinese Life'. Discussions revolved around how to make coffee more relevant, personal, and accessible to consumers beyond just a beverage.

Who were the key speakers at the 2015 GCEF event?

Key speakers included 2014 WBC Champion Hidenori Izaki, coffee expert Xu Baolin, café operator Li Hongli, Eslite’s Wu Mingdu, WCE President Michael Yung, and others such as Dou Shu, Pan Haiye, and Lin Dongyuan. They covered café culture, market trends, and consumer education.

What topics were covered in the workshop sessions?

The workshops included Hidenori Izaki on coffee’s human stories, Wang Shiru & Liu Bangyu on creative cupping, Lin Dongyuan on innovative coffee, and Weng Mingxiang & Camilo Merizalde on Colombian coffee cultivation and processing methods.

Did the forum discuss the business side of coffee shops?

Yes. Topics included profitability, with Pan Haiye stating that success depends on finding the right model. Michael Yung and Xu Baolin also addressed competition viability and the risks of impulsive café openings, respectively.

What did the audience ask during the Q&A?

Two main questions were asked: whether coffee shops in China are profitable (yes, with the right model), and if coffee competitions help cafés (they boost visibility and professional standards, with possible future TV coverage).

Recommended FrontStreet Beans for Café Culture

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