China's Coffee Boom Creating Influencer-Driven Rise In Rural Cafes, But Is This Trend Sustainable? – CoffeeTalk

China’s coffee craze has led to a rise in rural cafes, with many focusing on trendy, influencer-driven vibes. However, this trend is not sustainable, as the novelty fades after one visit. Asa Jin, a freelancer from Hangzhou, Zhejiang province, believes that the sense of novelty fades after one visit. The coffee culture has boomed in China, with net coffee imports increasing by 130,800 tonnes from 2020-2024, representing a 6.53-fold growth. With a 300-billion-yuan (US$42 billion) coffee industry, consumption is expected to rise by double-digits again this year, according to the Ministry of Agricultural and Rural Affairs. The country’s coffee industry is expected to continue growing, with the Ministry of Agricultural and Rural Affairs predicting a double-digit increase in consumption.

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