Coffee doesn’t feature highly on the Chinese diet, with the average consumption only 4-5 cups per person each year. However, the current rate is increasing by 15% per annum, adding an extra 1 billion cups to be poured across the nation this year alone.
The increasing interest in coffee is peaking with a younger generation discovering the distinctive taste of good coffee, extracted well, compared to the instant concoctions their parents would have tried. A book about coffee, The Coffee Book China, is about to be released in May at SIAL in Shanghai, the largest food and beverage show in Asia, to cater to this burgeoning middle class who want to know everything about their new beverage of choice.
They have mastered wine, and now want to discover the flavours and nuances that the western world is so addicted to. Editor of Café Culture China, Christina Wang said, “We have discovered that wine puts you to sleep and coffee wakes you up!”
“We are discovering the effects of coffee and enjoying the flavours and nuances that the rest of the world has been enjoying for a long time,” she said. “We want to wake up to coffee too.”
The book is written by renowned Australian food and wine writer, Jonette George, who has travelled the journey from crop to cup. She tells the stories from farms all over the world, including Central America, South America, Africa, South Asia and South East Asia.
The book takes the mystery out of coffee and provides the tools to understand what the coffee industry already knows – how to produce the best coffee. The Coffee Book China details growing, roasting, grinding and extracting to find the best result. It also covers other influencers including the milk, the sweeteners, and added flavours.
The book also delves into the world of cafes, and details how to set up a café, what machinery and equipment is used to produce the best coffee, it describes the best additives – milk and sweeteners – and also provides recipes for add-ons like cakes and biscuits that go well with coffee. Café design is also explored, and some of the best international cafes are featured in the book.
Wang said, “The Coffee Book China is written in Chinese for us and about us. We are very excited that it will provide the Chinese the story of the journey of coffee, and teach them what this phenomenal world addiction is all about.”
Being promoted through 43,000 cafes that receive the Café Culture China magazine quarterly, Wang said that she believed the book might influence the growth of Chinese coffee consumption. Every 1% equates to 66 million cups. The figures are astounding.