How China’s Specialty Coffee Market Exploded in the Last Decade

 I first entered the world of specialty coffee around 2010. At that time, the development of specialty coffee across China was still in its infancy. Most people still viewed coffee as a “bourgeois lifestyle,” a bit of a luxury, something bitter, something you couldn’t drink without sugar... and so on.

But do you know how dramatically China’s specialty coffee landscape has changed in the past 10–15 years? What happened along the way? Today, based on market reports and data I’ve reviewed, let’s take a look back together.

We can begin with some tangible, quantifiable data.
In the past decade, China’s coffee consumption has grown by 150%. The trade of green coffee beans has surged, with demand for imports from Brazil and Ethiopia skyrocketing. In 2023–24, Brazil’s coffee exports to China increased by 186.1% year-over-year. Domestic coffee consumption in China has been growing at an annual rate of over 15%—more than five times the 2023/24 global average reported by the International Coffee Organization. Total consumption has risen from just over two million bags in the early 2010s to more than six million bags today.

This reflects a fascinating reality. China doesn’t have a long coffee-drinking history. Coffee, as an imported cultural product, barely caused a ripple during the first and second coffee waves.

But with rapid economic development, people began seeking emotional comfort and lifestyle enjoyment beyond basic needs. Meanwhile, the arrival of the third wave meant that many young people’s first real exposure to coffee began directly with third-wave concepts.

This structural “jump” allowed China’s coffee consumers to more easily embrace new ideas about coffee. Many enthusiasts today care deeply about bean quality and origin.

We also have to acknowledge the distinct structure of China’s current coffee market: a high-end specialty segment and a commercial segment.

The commercial market’s goals are consistent—competitive prices and decent quality.

But the high-end market is driven by much more specific demands. Producers and green bean traders often note that Chinese buyers prioritize origins with strong consumer appeal, especially Panama, Ethiopia, and Colombia.

For example, China has become the fifth-largest importer of Ethiopian coffee. In the 2024/2025 fiscal year, Ethiopia exported more than 34,000 tons of coffee to China, generating over $218 million in revenue.

Domestically, many young consumers love Ethiopian coffees because of their citrus, floral, and fruity flavor notes—many feel these coffees offer a “perfect match” in taste profile.

If we zoom out and look at Europe or North America, we see a different picture. In the U.S. and U.K., where the third wave has long matured, the specialty coffee market is saturated, leading to market cannibalization and fierce brand competition.

In contrast, the third wave has only recently begun in parts of Europe. Despite ongoing growth, the overall market size is limited.

During my visit to Serbia in Eastern Europe, I noticed that specialty coffee consumption is rising among young people, but the number of specialty cafés remains small and concentrated. In some cities, you may be able to identify fewer than 10 specialty coffee shops — and that’s essentially all of them.

More data for comparison:
From 2013 to 2021, Romania’s specialty cafés grew from only 3 shops to over 120.
Hungary now has more than 150 specialty cafés.
But even so, the overall scale remains small, with tight ceilings.

In comparison, China’s specialty coffee market clearly has massive potential. What’s even more encouraging is that China is also a coffee-producing country. Over the past decade, China’s domestic production has been quietly booming.

In 2024, Yunnan exported 32,500 tons of coffee—an astonishing 358% increase year-over-year.

If you’ve visited cafés abroad recently—especially in parts of Asia—you may have noticed that some specialty shops now include Yunnan beans in their blends. I’ve personally seen this during café visits and bean purchases over the past year.

In short, China’s coffee boom isn’t just a trend—it’s a structural transformation. For producers and green bean traders, the opportunities are enormous.