At World Of Coffee Geneva, Brands Eye China's Rapidly Expanding Coffee Market – CoffeeTalk

The World of Coffee exhibition in Geneva, Switzerland, is expected to attract more brands to expand their presence in China’s booming coffee market. The event, known as the largest coffee trade show in Europe, has seen a surge in demand for instant coffee products from different origins. Swiss instant-coffee brand HACO AG, which has been present in the Chinese market for about 10 years, is among the leading brands at the exhibition.

China’s coffee market has been growing rapidly, and its rising demand has attracted attention from international coffeemakers who are eager to tap into the increasing business opportunities. David Ingold, head of sales coffee and culinary at HACO AG, said the company looks forward to expanding its market share in China by developing and rolling out more special products with adapted tastes.

Chen Zhuohao, an experienced Chinese barista competing at the World Latte Art Championship, confirmed China’s fast-growing appetite for more and a wider variety of coffee products. The average number of cups of coffee consumed by Chinese has been rising gradually, which is a remarkable change compared to the past.

Chinese customers have posted growing demand for coffee as the country imports more and more coffee products from across the world. Data released by Chinese customs showed that from 2020 to 2024, China’s net coffee import increased by 130,800 tonnes.

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