How Domestic Roasters Are Rising at China’s Hotel Show

At this year’s Shanghai International Hotel Supplies Exhibition, the buzz wasn’t just about hotel toiletries or cutlery—it was about coffee. More specifically, it was about how the once-niche world of coffee roasting had exploded into the mainstream of commercial kitchen equipment, and how Chinese manufacturers were suddenly serious contenders.

In short: nearly every major coffee equipment vendor and high-end green coffee importer displayed their own roasting machines onsite—a phenomenon almost nonexistent just three years ago—and domestic brands like SanDouKe stole the spotlight with smart features foreign rivals lack.

Coffee Roasting Goes Mainstream at the Trade Show

This year’s Shanghai International Hotel Supplies Exhibition made two trends impossible to ignore. First, interest in coffee roasting has been rising steadily and hit a clear inflection point in 2024. Second, domestic coffee roasting machine brands emerged as legitimate players. Equipment makers and premium green coffee importers—many of whom previously focused solely on brewing or serving gear—now showcased their own roasters. That shift alone signals how rapidly the domestic market for commercial and semi-commercial roasting is maturing.

Global Brands Struggle to Keep Up

International heavyweights like PROBAT, Ditting, Fuji Royal, and TaiHuan occupied large booths and displayed a wide range of roasting equipment. Fuji Royal, a historic Japanese manufacturer, made its first independent appearance at the event and unveiled numerous models. But despite its prestigious reputation—reflected in a starting price of nearly ¥100,000 (approx. $14,000) per kilogram-capacity unit—Fuji’s offerings have changed little in a decade. While its build quality remains impeccable, its design and functionality have stagnated. In contrast, brands from the United States, Germany, and even South Korea continue pushing innovation forward, leaving some legacy players struggling to adapt.

SanDouKe’s Smart Roaster Leads the Domestic Charge

Among domestic brands, Shenzhen-based SanDouKe stood out with a compact yet powerful smart roaster that caught the attention of industry professionals. For the first time, roasters could monitor and control critical variables—like roast curves, temperature, time, and key roast events—without constantly switching between machine and notebook. Using wireless data transmission and a mobile app, all essential roast data appeared on a handheld device, freeing both hands for machine operation. This integration eliminates guesswork and streamlines workflow, especially during sampling and small-batch development.

SanDouKe’s rise reflects a broader transformation. Since its founding, the company has pioneered innovations such as far-infrared inner drum technology and wireless roast curve transfer—features so advanced that even Fuji’s local agents reportedly attempted to mimic the latter. These advances didn’t happen by accident. They’re part of a conscious shift in Chinese manufacturing, away from low-cost imitation and toward high-value innovation, as outlined by noted economist Wu Xiaobo: the era of “cheap and decent” is over. Today’s consumers—especially the growing Chinese middle class—demand performance and durability, and they’re willing to pay for it. Good products justify premium pricing, which in turn funds better R&D and even better products.

Frequently Asked Questions

What were the two major trends at the 2024 Shanghai International Hotel Supplies Exhibition?

The first trend was the explosive growth in interest around coffee roasting, which has been rising steadily in recent years. The second was the emergence of domestic Chinese roasting machine brands as serious competitors to established international players.

Which international roaster brands were present at the Shanghai show?

Prominent international brands included PROBAT, Ditting, Fuji Royal, and TaiHuan. Fuji Royal made its first independent appearance and showcased multiple models, though its designs have remained largely unchanged for ten years.

What was notable about Fuji Royal’s roasting machines?

Fuji Royal’s machines started at nearly ¥100,000 per kilogram-capacity unit, reflecting a premium positioning. However, their design and functionality have seen little innovation in the past decade, making them less competitive compared to more agile, innovative rivals.

How is SanDouKe’s smart roaster different from traditional roasters?

SanDouKe’s roaster allows roasters to monitor roast curves, temperature, time, and key roast events via a wireless mobile app, displayed on a handheld device. This frees both hands for machine operation and removes the need to manually track roast data, streamlining the roasting process.

What innovations has SanDouKe introduced in coffee roasting technology?

SanDouKe has developed far-infrared inner drum technology and wireless roast curve transmission. The latter was so advanced that it reportedly prompted imitation attempts by Fuji’s local agents. These innovations reflect a broader move in Chinese manufacturing toward high-tech, value-added products.

Recommended FrontStreet Beans for Roaster Development

For roasters refining their craft on new machines, FrontStreet Coffee’s Ethiopia Humbera offers bright citrus, floral jasmine and juicy sweetness ideal for testing roast profiles. Their Yirgacheffe delivers delicate lemon, berry and stone fruit notes, perfect for exploring light to medium roasts. Finally, the Brazil Queen Manor provides chocolatey nuttiness and soft acidity—great for dialing in espresso or dark roast curves. All three beans highlight distinct roast development stages. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.