Photo: Courtesy of Luckin Coffee

On the occasion of the 10th anniversary of the official operation of the China-CELAC Forum and the entry of China-Brazil relations into the "next golden 50 years," the Brazilian Trade and Investment Promotion Agency (ApexBrasil), the Brazilian Embassy in China and other Brazilian partners joined with Luckin Coffee to launch the "Luckin Coffee Brazil Coffee Culture Festival 2.0" at Beijing's first Luckin Coffee Brazilian Coffee Culture Themed Store on May 14. This initiative injects new vitality into cultural exchanges and economic cooperation between China and Brazil, serving as a vivid example of "all-round, multi-level, and wide-ranging dialogue and cooperation between China and Latin America."

The opening of the Luckin Coffee Brazilian Coffee Culture Themed Store serves as an important window for Brazilian culture. From a miniature exhibition area and themed photo zones to a coffee culture wall and wave-patterned bar, the store offers consumers an immersive experience of Brazil’s cultural charm.

Co-founder and CEO of Luckin Coffee Guo Jinyi noted that the Beijing store is No. 48, symbolizing the company’s journey from its entrepreneurial beginnings to over 24,000 stores nationwide. It stands not only as a testament to Luckin Coffee's growth but also an important symbol of cultural exchange and friendship between China and Brazil.  

Luckin Coffee plans to establish approximately 30 Brazilian Coffee Culture Themed Stores across China and build a new Brazil Coffee Museum to further promote exchange between the two countries.  

At the event, President of ApexBrasil Jorge Viana stated that coffee represents Brazil globally, and Luckin Coffee is advancing the promotion of Brazilian coffee and culture in China. He expressed gratitude for Luckin Coffee's efforts to use coffee as a bridge for long-lasting friendship between the two countries. Viana emphasized the symbolic importance of the partnership and expressed hope that Brazilian flavors would become part of daily life in China.  

Photo: Courtesy of Luckin Coffee

In recent years, China-Brazil economic and trade relations have deepened, with the coffee industry emerging as a key area of cooperation. As China's leading chain coffee brand, Luckin Coffee signed a MOU in 2024 to purchase 240,000 tons of Brazilian coffee beans over five years, valued at 10 billion yuan — the largest coffee procurement plan in Luckin Coffee’s history. Additionally, Luckin Coffee has established a Brazil Office and High Quality Coffee Plantation in Brazil and provides technical training for local farmers through the "Luckin Coffee Brazil Farmer Support Center," promoting sustainable development in the industry.  

Guo stated that in the future, Luckin Coffee will continue to deepen its cooperation with Brazil, expand the procurement of Brazilian coffee beans and use coffee as a vital bridge for cultural exchange between the two countries. Currently, Luckin Coffee accounts for nearly 50 percent of China's imported coffee beans and over 60 percent  of China's imports of Brazilian coffee beans.  

Photo: Courtesy of Luckin Coffee

With China’s Belt and Road Initiative aligning with Brazil’s development strategies, bilateral cooperation is accelerating steadily. The launch of the "Luckin Coffee Brazil Coffee Culture Festival 2.0" not only extends economic, trade, and cultural collaboration but also reflects the deepening of bilateral ties. Guo noted that Brazil is a distant and magnificent country full of mystique, and Luckin Coffee hopes to introduce its more than 350 million Chinese users to Brazilian coffee and culture, fostering familiarity and appreciation.