Illustration: Tang Tengfei/GT

In the bustling central business district of Beijing, commuters are often seen carrying cups of coffee as they make their way to work. This sight, now common in an increasing number of Chinese cities, underscores a continuous change in consumer habits that has contributed to a rise in certain agricultural imports. For the countries that supply these products, this trend presents opportunities for economic growth and collaboration.

A report from the Xinhua News Agency on Thursday quoted an operator of an Africa-based coffee company, who noted that the Chinese market is diversifying its coffee consumption, moving from traditional brewing methods to include capsules and cold brews. This expanding variety is expected to gradually benefit coffee producers in Kenya.

China's growing coffee consumption is benefiting more than just Kenya. According to another report from Xinhua, China has emerged as one of the fastest-growing and most promising coffee markets globally, with high-quality coffee beans from Latin American countries increasingly appealing to Chinese consumers.

China has become an increasingly important global importer of coffee. According to the China Chamber of Commerce of I/E of Foodstuffs, Native Produce and Animal By-products, China's total imports of coffee and related products reached $2.06 billion last year, a year-on-year increase of 57 percent. The volume of imports stood at 271,700 tons, up 16.2 percent year-on-year, mainly sourced from Brazil, Ethiopia, Vietnam, Colombia and other countries.

The surge in imports can be attributed partly to rising consumption. China's coffee consumption has grown at an average annual rate of more than 15 percent since 2010, far exceeding the global average of approximately 2 percent. In 2025, consumption of green coffee beans reached 367,400 tons, a year-on-year increase of 6.22 percent. This means China has become one of the world's top 10 coffee-consuming countries, according to a report by Science and Technology Daily.

The growth of coffee consumption in China can be attributed to a variety of factors, reflecting broader trends in the market. First, coffee has become aligned with the rise of emotional consumption. In recent years, consumers have increasingly sought experiences that resonate on a personal level, and coffee has evolved into more than just a beverage; it represents a moment of enjoyment and connection for some consumers.

Second, coffee is increasingly integrating with local brands and supply chains. Many new-style tea beverage chains now offer coffee alongside their innovative beverages, and unique combinations, such as coffee paired with baijiu or other familiar Chinese ingredients, have emerged. This fusion not only caters to diverse tastes but also enriches the coffee experience in a way that resonates with Chinese consumers.

Third, the coffee market in China is multi-faceted, with expansion occurring in lower-tier cities as well as large ones. These smaller urban areas offer growth potential, driven by rising disposable incomes that are boosting demand for coffee. This approach enables coffee producers to reach a broader consumer base, converting previously untapped interest into tangible sales.

The rise in coffee consumption in China reflects broader changes within the country's consumer landscape. The future growth of the coffee market will hinge on the industry's ability to grasp and respond to the changing tastes and preferences of Chinese consumers.

Coffee is just one of many agricultural products that China imports. Chinese consumers are showing a growing interest in a variety of other goods, including durian and cherries. The consumption of processed items, such as durian desserts, has increased, reflecting a broader diversification in imported products. This trend not only highlights changing consumer preferences but also creates opportunities for agricultural exports from countries around the globe.

According to data from the Fruit Branch of the China Chamber of Commerce of I/E of Foodstuffs, Native Produce and Animal By-products, as reported by Xinhua, China's total trade in fruits reached $25.2 billion in 2025, with both imports and exports achieving growth. Imports of fresh durian reached $7.49 billion, a year-on-year increase of 7.1 percent.

China's evolving consumer market offers opportunities for a range of agricultural products, including coffee and durian. The success of coffee can be partly attributed to its resonance with emerging consumer trends. As an increasingly popular foreign product to enter China's market, the story of coffee serves as a relevant case for future entrants seeking to tap into the country's increasing demand for diverse agricultural goods.

The author is a reporter with the Global Times. bizopinion@globaltimes.com.cn