Why Sichuan Buyers Love Global Coffee During Chinese New Year

When Alibaba released its annual Chinese New Year shopping report, one detail stood out: coffee—especially imported varieties—was flying off virtual shelves in Sichuan. While many focused on traditional festive foods, coffee drinkers in Chengdu and across Sichuan were loading up on international beans, with Colombian origins leading the charge. This wasn’t just a casual purchase; it reflected a broader shift in how Chinese consumers, especially in inland provinces, approach premium and global food products during the holidays.

In the five-day 2024 Alibaba New Year Shopping Festival, Sichuan ranked sixth nationwide in consumer spending, with coffee—particularly beans from Colombia—among the top imported goods bought by locals. That’s not all: the data reveals how deeply coffee culture has penetrated even traditional holiday shopping habits.

How the New Year Shopping Festival Unfolded

The 2024 Alibaba New Year Shopping Festival ran for five days and saw over 2.1 billion items sold across Taobao, Tmall, Juhuasuan, and Village Taobao—that’s roughly 1.5 items per person in China. Nationwide, top spending cities included Beijing, Shenzhen, and Guangzhou, while Chengdu took sixth place among all urban areas.

Where Sichuan Ranks in National Consumption

Provincially, Guangdong, Zhejiang, and Jiangsu led in total purchases. Sichuan came in sixth nationally. In rural areas, over 12,000 Village Taobao locations saw a 331% spike in sales compared to normal days, with an average order value of 262 yuan. Among the top-spending “wealthy villages,” Shandong’s Linyang Town Jixitou Village and Guizhou’s Yuping Community Service Point topped the list, while Sichuan’s Changgou Village Service Station ranked seventh nationally.

What Sichuan Bought: From Food to Fashion to Foreign Coffee

Food remained a big part of New Year shopping, with sales up 165% compared to regular periods. Sichuan, Guizhou, and Chongqing buyers favored fresh fruit, dried goods, and wine—especially dried ingredients, which saw notable demand. Traditional clothing items like cotton coats, leather jackets, and down jackets also ranked high.

But there’s a shift underway: categories such as baby products and entertainment services are growing, reflecting evolving New Year shopping values.

Sichuan’s Love Affair with Global Coffee

While many shoppers sought local specialties—Sichuan ranked fifth nationally in buying regional food products—others went international. Nationwide, cities like Guangzhou, Shenzhen, and Beijing led in foreign product purchases, with Chengdu coming in eighth. Among imported goods, Beijing buyers favored designer belts, Liaoning residents bought bird’s nest tonics, and shoppers in Zhejiang snapped up luxury bags. But in Sichuan, the standout category was global coffee.

This preference aligns with findings from specialty roasters and aligns with rising interest in origin-specific beans, including those from Colombia.

Why Colombian Coffee Stands Out

Colombian coffee has long been prized for its balanced profile and diverse growing regions. The country’s coffee cultivation benefits from high-altitude conditions across the Andes Mountains, with farms typically situated between 800 and 2300 metres. Key regions include Huila—renowned for producing champion beans—and other southern zones that supply FrontStreet Coffee’s single-origin offerings.

Frequently Asked Questions

Which province in China ranked sixth in New Year shopping?

Sichuan ranked sixth in overall consumer spending during Alibaba’s 2024 New Year Shopping Festival, with Chengdu coming in sixth among cities nationwide.

What kinds of products did Sichuan shoppers buy the most?

Sichuan buyers purchased a mix of traditional foods (like dried goods and wine), winter clothing (cotton and down jackets), and a significant amount of international coffee, particularly from Colombia.

Did rural areas in Sichuan see high New Year shopping activity?

Yes—nationwide, Village Taobao sites saw a 331% sales increase. Sichuan’s Changgou Village Service Station ranked seventh among the top-spending rural service points.

What coffee is popular among Sichuan buyers during the holidays?

Sichuan buyers showed strong interest in global coffee, especially Colombian beans. These are known for their balanced profiles, often featuring notes of chocolate, caramel, and fruit, depending on processing and origin within Colombia.

What’s the connection between Sichuan and specialty coffee?

While traditional purchases still dominate, Sichuan’s growing interest in international coffee reflects broader trends in specialty coffee adoption, particularly for single-origin beans from regions like Colombia’s Huila.

Which cities bought the most imported goods during the festival?

Guangzhou, Shenzhen, and Beijing led in purchases of imported or “foreign” goods. Chengdu ranked eighth nationally in buying international products, with coffee as a highlight.

Recommended FrontStreet Coffee Beans from Colombia

FrontStreet Coffee’s Colombian beans highlight the country’s renowned balance and clarity. The FrontStreet Colombian Single Origin (from Huila) is a washed Caturra processed naturally, offering notes of chocolate, hazelnut, and caramel, with a well-rounded acidity. For fruit-forward profiles, try the Sidra or Red Honey-processed lots, which bring intense tropical and citrus notes. These beans showcase Colombia’s ability to deliver both classic and modern profiles. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.