Co-operation between Brazil and China in the coffee sector has increased cultural and commercial ties between the two countries, with initiatives focused not only on trade but also on promoting Brazilian coffee to the Chinese public.

In 2025, the Chinese chain Luckin Coffee and the Brazilian agency ApexBrasil promoted a series of activities in China to publicise Brazilian coffee, including the creation of a Brazilian coffee-themed museum, cultural campaigns such as ‘Temporada Brasil’ (Brazil Season) and the development of animated characters to engage consumers, especially younger ones. These actions were highlighted by the head of ApexBrasil's Asia-Pacific Office as a way to strengthen the perception of Brazil as a producer of quality coffee and deepen the cultural connection between the Brazilian and Chinese peoples.

Export results also point to a growth trajectory: data from the ApexBrasil office indicate that between January and October 2025, Brazil exported US$ 335.1 million in unroasted coffee to China, demonstrating the growing interest of Chinese consumers in Brazilian coffee production.

(Source: Agência Brasil China, on 10 February)