China has always been traditionally known as a tea-drinking society, but the coffee market in China is now showing strong traction as China gradually opens up key industries of consumer interest given its strategy to expand business opportunities globally. Local and international coffee brands and shops are now springing up in China’s major cities, with the younger generation not just merely sipping away on their fancily made coffees, but also embracing coffees and cafes as a lifestyle choice.
China’s growing appetite for coffee has made it an attractive market for international coffee producers and exporters. Not limited to coffee beans from China’s domestic growing regions, boutique coffee beans from premium international origins are also becoming consumers’ preferred choice.
In light of this flourishing trend, Pacific Trade Invest (PTI) China launched a market development support package aimed at supporting the Papua New Guinea (PNG) coffee industry on an exploratory mission to the Chinese coffee market, to gain market insights and build a network of buyers to ensure buyer confidence and business sustainability.
Simultaneously, PTI China facilitated a PNG coffee export enterprise to collaborate with Chinese coffee farmers, exporters and processors, considering the needs of the Chinese market from various perspectives, drawing on advanced experience, and identifying supply sources of quality coffee machines for wet and dry mills, to build on capacity. This has not only enhanced business confidence, but also led to an impressive A$0.8 million export deal within six months.
In addition to market exploration and gauging of market interest for PNG coffee, PTI China was also involved in meeting China’s import regulations. PTI China’s Export Manager, Yolanda Jiang, provided a facilitative role between PNG’s Coffee Industry Corporation (CIC), as the local competent authority for coffee, and the General Administration of Customs China (GACC). This work involved ensuring relevant documentation and registration processes were completed to meet all import standards and protocols. The PNG CIC Export Office acknowledged the efforts:
“With this facilitation role by PTI China, a total of 16 exporters were granted market access by GACC and are now able to formally export their coffee beans to China, a milestone reached since June 2023.
“It means a lot to our coffee exporters and the PNG Coffee Industry as a whole. At last, we can now access the China Market. We sincerely thank the PTI China Office as we continue to work together to promote our PNG coffee.”.
Over the years, PTI China has continued to promote PNG coffee through various platforms, to raise awareness among Chinese consumers.
PTI China featured PNG coffee brands at three major trade shows across China in the last few months, effectively generating valuable business leads and opportunities for coffee products. We invited an PNG coffee exporter to be present at the China Small–Medium Enterprises (SMEs) International Fair, offering freshly brewed coffee and inviting exporters, investors and other professionals for cup testing and promotion. Cooperating with the media, we arranged a livestream as the most popular format to showcase the uniqueness of PNG coffee and its diverse flavour profiles, attracting over 110,000 views and sparking widespread interest.
Mona Mato, Trade Commissioner of PTI China said in the interview while the expo, “As the coffee culture in China continues to thrive, PTI China remains at the forefront of promoting the flavours of our pacific coffees, ensuring that we remain an integral part of this exciting and evolving market.”
For more information, please contact Yolanda Jiang, Export Manager of PTI China at yolanda.jiang@pacifictradeinvest.org.cn.
