China's Coffee Market and Emerging Opportunities for US Exporters

CoffeeNetwork (New York) - China is traditionally a tea-drinking country; coffee was not part of the daily routine. Many of the early coffee products were sugary and creamer-based instant coffee. With the opening of the first Starbucks in Beijing in 1999, coffee was gradually introduced to Chinese consumers as an everyday drink rather than an occasional luxury. This exposure accelerated consumer acceptance of freshly brewed coffee and espresso-based beverages, supporting the emergence of a modern coffee consumption culture.

By the end of 2024, China’s coffee consumption exceeded 360,000 metric tons (approximately 6 million 60-kilogram bags), a substantial increase from 120,000 metric tons in 2010. This 150 percent plus growth underscores China’s emergence as one of the fastest-expanding coffee markets globally. Twenty years ago, China’s annual per-capita coffee consumption averaged 3-4 cups, driven largely by instant coffee. In 2024, annual per-capita consumption was estimated to have increased be 22 cups, a notable increase but still significantly below levels in more mature Asian markets, including South Korea (405 cups) and Japan (207 cups). Going forward, continued urbanization and the growing influence of Generation Z consumers is expected to further support China’s transition into one of the world’s major coffee-consuming markets.

China’s coffee market is becoming increasingly segmented with obvious urbanization, increased expectations, and the growth of multiple retail and digital E-commerce channels. Consumers enhanced coffee knowledge, spending power, and lifestyle preferences lead to purchases through various channels including specialty cafés, mainstream coffee chains, boutique roasters, retail outlets, and the rapidly expanding e-commerce channel. Consumers demand coffee at different levels, from premium specialty coffee beans, single-origin products to affordable instant and ready-to-drink coffee products. Based on purchasing channels, the market has the following segments:

1. On-premises coffee shops

This segment includes international chains, domestic chains, independent specialty coffee shops, as well as boutique roasters. This channel features mostly freshly brewed coffee and specialty drinks. This segment includes mainstream coffee chains, international and domestic, such as Starbucks, Luckin, and Cotti coffee, as well as specialty and boutique coffee shops, which focus on high quality beans.

Most on-premises coffee shops are equipped with on-line apps, use online delivery services, and/or WeChat mini-programs to allow online ordering, or courier services for coffee and roasted coffee beans. Some of the boutique stores can also provide tailored roasting, ground, and drip bag services for customers. Together, they make coffee purchases easier and more customized, while reinforcing long-term relationships between consumers and brands.

Local media use the number of coffee stores to define the maturity of coffee culture amongst different cities in China. A high number of coffee shops in a Chinese city indicates urbanization, rising disposable incomes, evolving consumer trends, and strong economic vitality driven by a young, cosmopolitan population. Under this definition, Shanghai would top the list. By the end of 2024, Shanghai had over 9,100 coffee shops, approximately 2,000 of which were foreign invested. The total number of coffee shops surpassed Beijing, Guangzhou, Shenzhen and Chengdu.

The specialty coffee concept generally refers to high-quality, traceable coffee that typically scores 80 points or above by the Specialty Coffee Association (SCA) standard, emphasizing origin, craft roasting, and professional brewing. In China, it is also usually characterized by light[1]roast profiles, single-origin beans, and barista skill with sensory experience. This segment has grown rapidly in major urban cities such as Shanghai, Beijing, and Shenzhen, driven by young, affluent consumers seeking premium flavors and following global coffee culture. U.S. coffee beans from the US have the most potential in the higher end, specialty shops with those baristas who are aware with the unique attributes of the products.

2. Retail and offline stores

This segment includes supermarkets, hypermarkets and convenience stores. In this channel, consumers seek instant coffee, roasted whole-bean, ground coffee, bottled or canned Ready to Drink (RTD) coffee beverages, coffee capsules, and drip coffee.

3. E-commerce, and online retail

In China, E-commerce serves as the starting point for increasing brand awareness. Emerging brands can leverage online channels to enhance brand recognition, and then gradually penetrate offline markets, achieving a seamless integration of online and offline sales. With China’s well developed online retail platforms such as Taobao or Tmall, JD.com, Douyin, as well as retail stores’ online apps, consumers enjoy easy shopping experiences and can easily compare prices. Online shopping is mostly used by younger consumers, comparing multiple prices points across the platforms. Still, consumers often utilize both online and traditional brick-and-mortar retail outlets, depending on their needs. A professional might order a quick, discounted Luckin coffee delivery for an office meeting but visit Starbucks, or a stylish café such as Seesaw or Manner for a client meeting or social gathering.

4. RTD in convenience stores, and vending machines

The RTD coffee segment is one of the fastest-growing channels, driven by convenience and the appeal of innovative flavors. Japan and South Korea are the major leader in Asia Pacific region. Consumers purchase coffee from convenience stores such as 7-Eleven, Family Mart, vending machines, beverages kiosks, and automated barista machines. This market provides mostly instant and impulse purchases. In 2024, China's RTD coffee market generated approximately $4 billion in revenue with 19 percent year-on-year growth. Industry also projects the market will reach $6.06 billion by 2030, growing at a CAGR of 6.3 percent from 2025 to 2030. China accounted for 14.2 percent of the global RTD coffee market in 2024, positioning it as a significant player in the Asia-Pacific region. RTD coffee is still a relatively small slice of the total coffee market in China, estimated to be less than 10 percent of the overall coffee market.

Over 90 percent of RTD coffee produced in China uses domestically grown coffee beans, mostly Arabica grown in Yunnan province in Southwest China, and the rest from major global producers such as Brazil, Colombia and Vietnam with cost efficiency for blending, and to meet the demand.

In this segment, U.S. coffee beans currently do not play a major role. U.S. green coffee beans are mostly limited to the specialty and niche market. Manufacturers and exporters who supply coffee extracts, concentrates, flavorings, and dairy or plant-based protein bases have continued opportunities

China’s Total Imports

For unroasted coffee beans, in 2024, China imported total value of $837 million of products, or over 181,243 metric tons, with Brazil, Columbia, Ethiopia and Vietnam top the list. Import volume increased 218 percent compared with five years ago at 57,039 metric tons in 2020. With China provides zero tariff for African countries since 2025, January to August 2025, imports from Ethiopia increased 340 percent in volume compared with same period 2024.

Imports For roasted coffee beans, China’s imports in 2024 were valued at around $477 million or 53,014 metric tons, steady since 2020. Major suppliers are Vietnam, Malaysia and Japan. Imports from Vietnam increase steadily each year with the benefits of a free trade agreement.

U.S. coffee exports

In 2024, U.S. exports of unroasted green coffee beans to China reached a ten-year high of 307.6 metric tons, valued at $2.2 million, representing a 110 percent year-on-year increase and a dramatic rise from just 1.6 metric tons in 2015. From January to August 2025, unroasted bean exports continued to climb, increasing 102 percent year-on-year to 312 metric tons, already surpassing the 2024 full-year total.

In contrast, U.S. roasted coffee bean exports have declined steadily since their 2017-2018 peak (312.6 and 228 metric tons), falling 23 percent year-on-year to 153 metric tons in 2024; January to August 2025 exports continued this downward trend, decreasing 20 percent to 85 metric tons year-on-year. Combined U.S. exports of roasted and unroasted coffee beans to China totaled $2.7 million in 2024.

The Chinese market remains a long-term and important opportunity for Hawaiian coffee growers. Industry efforts continue to push demand for high-end and specialty coffee beans. In May 2025, U.S. industry cooperator, the Hawaii Coffee Association, exhibited at COFAIR show in China and received positive feedback, learning consumers’ willingness and affordability for high-value and high-quality coffee beans. In October 2025, the Hawaii State Office in Beijing organized a reverse trade mission to the United States, giving Chinese coffee importers and buyers a first-hand on-site experience to understand Hawaii’s coffee production, including cultivation, harvesting, processing methods and grading. The mission further helped raise awareness of U.S. specialty coffee, closed ties with key importers, and provided new commercial opportunities for Hawaiian producers and exporters in the China market for high-value U.S. products.

With support from the FAS China offices, the Synergistic Hawaii Agricultural Council (SHAC) organized a series of Hawaii coffee seminars and tasting events in Beijing and Guangzhou in June and July 2025. FAS China offices’ involvement helped elevate the profile of these events, increase awareness of Hawaii coffee among Chinese industry stakeholders, and create potential opportunities for future exports.

China’s rapidly expanding coffee market, driven by rising consumer interest in high-quality and specialty-grade coffee, presents growing opportunities for U.S. suppliers, in both coffee chains and boutique roasters.

Cross-border e-commerce (CBEC) has become an important gateway for international brands seeking to enter China’s consumer market. By enabling direct-to-consumer sales through online platforms, CBEC allows foreign businesses to bypass traditional distribution channels and reach Chinese consumers more efficiently. This model is especially attractive for small and medium-sized exporters, as it lowers entry barriers, reduces regulatory complexity, and offers access to China’s growing demand for high-quality, imported goods.

Alexis Rubinstein

Source: USDA