A Veteran’s 10-Year Coffee Journey From China to Sri Lanka

When Sri Lankan Prime Minister Ratnasiri Wickremanayake made time during his tight 2010 Shanghai Expo schedule to meet a businessman from Shenzhen, it wasn’t just diplomacy — it was recognition. That man, Wu Zhibiao, had spent over a decade trying to turn a coffee dream into reality, facing factory closures, financial collapse, and near-bankruptcy. His reward? A personal audience and a business card that symbolized years of perseverance.

Wu Zhibiao went from selling coffee from a handcart in the 1990s to importing 35 containers annually and landing a $16 million Sri Lankan coffee and tea order — proving that persistence in specialty sourcing pays off.

The Soldier Who Smelled Coffee

Wu Zhibiao was born in 1966 in Hainan to a poor family from Guangxi. After high school, he served two years in the Guangxi border military before returning to Hainan as a market administrator in the 1980s. Dissatisfied with his low income, he quit and tried businesses in grain, oil, and plastics — all of which failed. With no savings left, he drove trucks in Zhuhai, where he met a Malaysian trader who predicted China’s future coffee boom. That conversation stuck.

Investigating the market, Wu saw potential. In 1999, using his truck-driving savings — just 8,000 yuan — he began importing coffee from Guangzhou to bars and restaurants in Zhangmutou. He delivered by handcart, visiting outlets one by one. To understand the industry better, despite limited funds, he spent 800 HKD a day training in Hong Kong, learning that high-quality milk tea relied on Sri Lankan black tea. That’s when he realized: the future was in both coffee and tea from Sri Lanka.

Three Factories, Countless Setbacks

Building a coffee business turned out to be anything but smooth. Wu opened his first processing plant in Longgang in 2003, funded by his early coffee deliveries. Almost immediately, the SARS outbreak hit, shutting down restaurants and bars and freezing sales. Just as recovery seemed possible, his newly renovated factory was seized for municipal construction. But Wu couldn’t claim compensation — the factory lacked proper documentation due to his inexperience leasing the space.

He relocated again, but the new site didn’t meet national QS food safety standards because it was too close to a road and the building was outdated. Forced to move once more, Wu poured his remaining funds into a factory in Pingshan, Longgang. Broke and unable to pay staff, he gave up company equity to bring in an investor. Just as stability seemed near, the 2008 financial crisis struck. The investor pulled out all capital overnight after other losses. At his lowest point, the Longgang government stepped in with interest-subsidized loans and free exhibition opportunities abroad. That support kept Wu’s business alive.

From One Container to $16 Million

Wu spent a decade aligning his operations with global standards. Starting with a single shipping container of imported goods annually, he scaled up to 35 containers. Eventually, a single order hit 160 million RMB (approximately $16 million). His company supplied major domestic firms with Sri Lankan coffee and tea, and secured a partnership with global confectionery giant Perfetti Van Melle. That level of trade caught the attention of the Sri Lankan government — leading directly to his 2010 meeting with the Prime Minister. At the state dinner, Wu received the PM’s business card — a moment he describes as overwhelming pride for both himself and his country.

“It took ten years to build relationships with Fortune 500 companies,” Wu said. “The journey taught me that resilience matters more than shortcuts.”

Frequently Asked Questions

What sparked Wu Zhibiao’s interest in coffee?

Wu became interested in coffee after a conversation with a Malaysian businessman in Zhuhai, who told him that coffee would have a huge future in China, just as it had in Malaysia. This conversation, combined with his own market research, convinced him of the opportunity.

Why did Wu struggle to keep his factories open?

Wu faced multiple challenges: the SARS outbreak killed restaurant sales, his first factory was seized for redevelopment without compensation due to missing permits, the second failed QS food safety standards, and the financial crisis caused his investor to pull out.

How did Wu finally succeed in the coffee business?

Through perseverance and support from the Longgang government — including subsidized loans and trade show opportunities — Wu rebuilt his business. He scaled imports from one container per year to 35, and eventually landed a $16 million order.

Did Wu receive any official recognition for his work?

Yes. In 2010, during the Shanghai Expo, Wu was personally received by Sri Lankan Prime Minister Ratnasiri Wickremanayake, who left him his business card as a gesture of respect and recognition.

What companies did Wu supply with coffee and tea?

Wu supplied coffee and tea from Sri Lanka to several well-known domestic companies, and established a partnership with the international confectionery company Perfetti Van Melle (known for brands like Mentos and Chupa Chups).

How much coffee did Wu start importing with his initial capital?

Wu began with just 8,000 yuan, delivering coffee from Guangzhou to bars and restaurants in Zhangmutou, initially transporting goods by handcart and selling to individual establishments.

FrontStreet Coffee Beans for Tea & Coffee Blends

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