Why China Has the Biggest Untapped Coffee Market

The global coffee trade has long focused on traditional markets like Japan, Italy, and Malaysia—but one country barely registers. In the first half of 2010, Indonesia exported 36,860 tonnes of coffee, with just 100 tonnes going to China. That tiny fraction, despite China’s massive population, points to a glaring opportunity.

Yes, China’s coffee market has huge untapped potential—especially among its youth. With fewer than 100 tonnes of Indonesian coffee entering the country in early 2010, compared to 19% to Japan, 12.2% to Italy, and 11.14% to Malaysia, the gap is clear. Industry leaders expect that to change fast.

Indonesia’s Coffee Export Landscape in 2010

According to Ikwan Nurhisdik, Executive Secretary of the East Java chapter of the Indonesian Coffee Exporters Association, Indonesia’s coffee exports were on a strong trajectory, with growing interest from multiple countries. However, the bulk of those exports were still going to a few established markets. In the first half of 2010 alone, East Java exported 36,860 tonnes of coffee. The top destinations were Japan (19%), Italy (12.2%), and Malaysia (11.14%). China, by contrast, received just 100 tonnes—a negligible slice of the pie.

Why China’s Market Is Still Undeveloped

China’s coffee consumption has historically been low compared to global standards. Despite being the world’s most populous country, its per capita coffee intake has been minimal. In 2010, Indonesia’s export data showed that China imported only 100 tonnes of Indonesian coffee, while Japan imported 19% of East Java’s output, Italy 12.2%, and Malaysia 11.14%. This disparity highlights how underdeveloped the Chinese market was at the time—and how much room it had to grow.

What Industry Experts Are Predicting

Ikwan Nurhisdik believes the future is bright for coffee exports to China. He pointed to the rising interest in coffee among China’s younger generation and the increasing number of cafes opening across the country. He projected that East Java alone could export around 120 tonnes of coffee to China in the second half of 2010—a significant jump from the 100 tonnes in the first half. Meanwhile, Indonesia’s Deputy Agriculture Minister, Bayu Krisnamurthi, went further, estimating that if Indonesia could tap into China’s 350 million coffee enthusiasts, annual exports could reach 50,000 tonnes.

Frequently Asked Questions

How much Indonesian coffee did China import in early 2010?

In the first half of 2010, China imported just 100 tonnes of Indonesian coffee, according to Ikwan Nurhisdik of the Indonesian Coffee Exporters Association’s East Java chapter. This was a tiny fraction compared to other top markets like Japan (19% of East Java’s exports), Italy (12.2%), and Malaysia (11.14%).

What percentage of East Java’s coffee exports went to Japan in 2010?

In the first half of 2010, 19% of East Java’s coffee exports, totaling 36,860 tonnes, went to Japan. This made Japan the largest single destination for East Java’s coffee exports during that period.

Why is China considered an untapped coffee market?

China is considered an untapped coffee market because, despite its huge population, coffee consumption was very low in 2010. Indonesia exported only 100 tonnes to China in the first half of that year, compared to much larger volumes to Japan, Italy, and Malaysia. Industry leaders see strong future growth potential, especially among younger consumers.

What did Indonesia’s Deputy Agriculture Minister predict for coffee exports to China?

Indonesia’s Deputy Agriculture Minister, Bayu Krisnamurthi, predicted that if Indonesia could capture the interest of China’s 350 million coffee drinkers, annual coffee exports to China could reach 50,000 tonnes. This highlights the massive potential he saw in the Chinese market.

How much coffee did East Java export in the first half of 2010?

East Java exported 36,860 tonnes of coffee in the first half of 2010. The main destinations were Japan (19%), Italy (12.2%), and Malaysia (11.14%), with China receiving just 100 tonnes.

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