Why Milk Coffee Gets a Bad Rap in China’s Booming Cafe Scene

In the small Chinese city of Haining, coffee culture is exploding: just two years ago, there was one Starbucks—and now the town has over 20 cafes. This isn’t an isolated trend. From megacities to fourth-tier towns, coffee shops are multiplying fast, driven by a surge in younger consumers embracing Western habits. But there’s a catch: while the market booms, most drinkers still prefer milk-heavy drinks—and that’s starting to change.

China’s coffee consumption is growing at 15% per year, compared to the global average of just 2%, making it the fastest-growing market in the world. Yet, despite the boom, milk-based drinks like lattes and mochas dominate, often seen as “basic” by coffee insiders. The shift toward appreciating purer coffee forms is underway, but it’s still in early stages.

A Market on Fire—But Still Sweet and Milky

The numbers tell the story: China’s coffee market is expanding rapidly, with industry experts noting a 15% annual growth rate—far outpacing the global average of 2%. This explosive growth is visible everywhere, from Beijing to Haining, a fourth-tier city that went from zero Starbucks to multiple cafes in just a few years. Yet, despite the boom, the most popular drinks remain milk-based: lattes, cappuccinos, and mochas loaded with sugar and cream.

What Chinese Coffee Drinkers Really Want (For Now)

According to Guatemalan coffee grower Alejandro Quan, who’s expanding his business in China, the preference for milk coffee is driven by habit, not taste sophistication. “In the world, people drink more coffee than anything except water. In China, once people take coffee seriously, they might drink even more than water,” he jokes. But for now, the average consumer favors sweet, milky drinks—think flavored mochas and sugary lattes—over black coffee or single-origin pours.

What’s Changing—and Why

Industry insiders say the tide is slowly turning. With more training and exposure to specialty coffee, Chinese consumers are beginning to distinguish between good and bad coffee. “I think in two or three years, people will know what’s good and what’s not,” Quan predicts. Brazilian coffee company Youni’s China head echoes this, noting that while customers once just curious, many now drink coffee regularly—but still lean toward sweetened, milky flavors. “Here, selling the most premium coffee is a bit difficult because there are few people who really appreciate it,” she says.

The Big Players Bet Big on China

International chains are doubling down on this growing market. Starbucks, which opened its first China store in 1999, plans to double its Chinese outlets to 3,000 by 2019. UK chain Costa aims to grow from 344 to 900 stores by 2020. Meanwhile, Shanghai has built the country’s largest coffee trading center in its free-trade zone, solidifying its position as the mainland’s top coffee-consuming city. Yet even as premium options expand, the average cup remains milky and sweet.

Frequently Asked Questions

Why do Chinese coffee drinkers prefer milk coffee?

Most Chinese coffee drinkers currently favor milk-based drinks like lattes and mochas because they’re sweeter, smoother, and more familiar—similar to traditional tea drinks. This preference is driven by habit and the desire for a gentler flavor profile, especially among newer coffee consumers.

Is milk coffee considered low quality in China?

While milk coffee isn’t inherently low quality, it’s often seen as beginner-friendly or basic by coffee insiders. Purists tend to associate black or single-origin coffee with higher quality, but milk drinks dominate due to their mass appeal and accessibility.

How fast is China’s coffee market growing compared to the rest of the world?

China’s coffee market is growing at 15% annually, which is more than seven times faster than the global average of 2%. This makes China the fastest-growing coffee market in the world.

What are the most popular coffee drinks in China right now?

The most popular coffee drinks in China are milk-based options like lattes, cappuccinos, and mochas, often prepared with added sugar. These drinks dominate due to their familiarity and sweeter taste profile.

Are Chinese consumers starting to prefer black coffee?

Yes, slowly. With more training and exposure to specialty coffee, Chinese consumers are beginning to appreciate black coffee and single-origin brews. Industry experts predict it will take two to three years for more consumers to distinguish high-quality coffee from basic milk drinks.

Which international coffee chains are expanding most in China?

Starbucks plans to double its China outlets to 3,000 by 2019, while Costa Coffee aims to grow from 344 to 900 stores by 2020. Both brands are betting heavily on rising demand in China’s booming coffee market.

Recommended FrontStreet Beans for Milk-Based Coffee

For milk coffee lovers in China, FrontStreet Coffee offers several blends tailored to enhance lattes and similar drinks. Their Classic Blend and Commercial Blend, both containing a touch of Robusta, produce rich crema and bold body—ideal for a creamy, caramel-forward latte. The Specialty Blend and Black Cocoa Blend, based on Brazilian beans, highlight nutty and chocolatey notes that pair beautifully with steamed milk, creating a smooth, dessert-like cup. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.