Why Specialty Wins Over Traditional
What China’s coffee shift tells us about modern consumer tastes?
China has quickly become one of the world’s most exciting coffee markets. Industry forecasts show that China’s specialty coffee market is set to almost double between 2024 and 2030, growing far faster than traditional coffee formats (Grand View Research).
This shifting isn’t just about taste; it reflects how modern Chinese consumers think about lifestyle and the role coffee plays in their daily routines. Here are three factors that explain why specialty has become the most natural choice in China’s market.
1. A New Standard of Taste and Experience
Coffee in China was once defined by convenience and sweetness, but expectations have changed dramatically. Modern consumers now look for clarity of flavour, bean transparency, and experiences that feel crafted rather than mass-produced. Industry reports show a clear preference for premium brews that celebrate origin, roasting, and brewing techniques.
Specialty coffee fits neatly into this shift: it feels modern, intentional, and aligned with how urban China expresses identity: through quality, design, and meaningful rituals.
2. A Market That Loves Experimentation
While matcha dominates globally and has a major presence in the UK, China remains a coffee-first market. The key reason is flavour diversity. Local coffee shops offer a wide range of creative combinations: osmanthus, red bean, sesame, beetroot, wolfberry, etc. That favours blend international coffee culture with familiar Chinese elements.
We conducted an internal survey and insights from our Chinese consumers further convinced us that people enjoy exploring new tastes within coffee, rather than switching to non-coffee alternatives in China’s market. The result is a market where specialty naturally thrives because it gives room for continuous innovation.
3. Coffee Through the Lens of Functional Flavours
A growing part of China’s beverage culture centres on functional flavour: drinks that feel lighter and naturally energising. Research groups note increasing interest in ingredients that add a sensory or functional twist, whether floral, earthy, or fruit-forward.
Specialty coffee fits naturally into this direction. Its cleaner flavour profiles and flexibility for thoughtful add-ins make it an easy choice for consumers who want something both enjoyable and subtly functional — not just caffeine in a cup.
A Trend That Supports Seasonal Creations
China’s specialty movement reflects a global shift toward thoughtful, flavour-led coffee. People want drinks that are warm, expressive, and crafted with intention, especially during the colder months.
Our X° Robusta Christmas Specials embrace that same spirit: modern flavours, seasonal comfort, and a festive moment designed for people who appreciate the depth and creativity of today’s specialty coffee culture. Try the new trend from China on Fantuan Delivery now.
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