Italian GIMA Coffee Launches in Zhejiang via Trade Show

When coffee professionals and enthusiasts in Hangzhou—China’s booming specialty coffee hub—look beyond local roasters and global heavyweights, there’s one European brand still missing from the conversation: GIMA Coffee. Despite decades of presence in over 20 countries, this historic Italian brand had yet to establish a foothold in Zhejiang, a province with a sophisticated, high-spending coffee culture centered in cities like Hangzhou.

GIMA Coffee, founded in Rome in 1927, officially entered the Zhejiang market in 2013 through Hangzhou-based distributor Yizhong Brand Management. Its public launch was strategically timed with the 2013 Zhejiang International Coffee Exhibition (September 26–28), where it aimed to connect with high-end buyers and secure local distribution partners.

Who Is GIMA Coffee?

GIMA Coffee is an Italian coffee brand established in 1927 in Rome. Over more than 80 years, it has built a reputation across markets in North America, Western Europe, and Asia for delivering premium-quality coffee. The brand has consistently focused on quality and craftsmanship, offering a product designed for consumers seeking a rich, authentic coffee experience with depth of flavor and comfort.

Why Zhejiang—and Why Now?

Zhejiang, particularly its capital Hangzhou, is one of China’s most mature coffee markets. Beyond the traditional tea culture, both office workers and coffee aficionados in the city have embraced specialty coffee. The region boasts numerous upscale supermarkets, boutique cafés, and private clubs that cater to a high-end demographic. This environment presented an ideal entry point for a premium European brand like GIMA.

The Role of the Zhejiang International Coffee Exhibition

The 2013 Zhejiang International Coffee Exhibition, part of the larger FOODEX CHINA food and beverage trade show, served as GIMA’s formal introduction to the region. Taking place September 26–28 at the Zhejiang World Trade Exhibition Center, the event attracted exhibitors from over 20 countries and regions, including official delegations from Italy, the United States, Malaysia, and Taiwan. The show is recognized as a high-level, professional platform with national reach, making it a strategic venue for GIMA to meet potential agents, distributors, and retailers.

The exhibition’s organizers specifically targeted Zhejiang’s affluent coffee consumers, leveraging the presence of major retail chains, premium café outlets, and private dining venues in cities like Hangzhou. With a strong turnout of industry insiders, buyers, and trade professionals, the event created the perfect conditions for GIMA to showcase its offerings and secure its first distribution partnerships in the region.

What Makes GIMA Different?

GIMA Coffee positions itself as a symbol of quality and tradition. Since its founding, the brand has emphasized delivering a coffee experience defined by richness, balance, and craftsmanship. With over eight decades of experience, GIMA has refined its approach to offer a product that appeals to those who value a truly distinctive cup—whether for its aroma, body, or the comfort it delivers.

Frequently Asked Questions

What is GIMA Coffee?

GIMA Coffee is an Italian coffee brand founded in Rome in 1927. It has been active in international markets for decades and is known for its focus on quality and traditional coffee craftsmanship.

When did GIMA enter the Chinese market?

GIMA Coffee officially entered the Chinese market in 2013, with its introduction to Zhejiang facilitated by Yizhong Brand Management and supported by the Zhejiang International Coffee Exhibition.

Where is the Zhejiang International Coffee Exhibition held?

The Zhejiang International Coffee Exhibition took place at the Zhejiang World Trade Exhibition Center from September 26 to 28, 2013, as part of the FOODEX CHINA trade show.

Why was Hangzhou chosen for GIMA’s market entry?

Hangzhou, the capital of Zhejiang, has a highly developed coffee market with a sophisticated consumer base that includes many office workers and specialty coffee drinkers. The city offers numerous high-end retail and café venues suited to premium coffee brands.

What kind of buyers attended the Zhejiang coffee exhibition?

The exhibition attracted a wide range of industry professionals, including buyers, distributors, agents, and retailers, as well as international exhibitors from over 20 countries and regions, creating opportunities for GIMA to establish local partnerships.

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