Exploring the London Coffee Festival: A Showcase of Coffee and Matcha

LONDON — The aroma of freshly brewed coffee permeated the Truman Brewery earlier this month during the London Coffee Festival, which drew together roasters, baristas, café owners, equipment manufacturers, and packaging suppliers from across the industry.

In the vibrant atmosphere filled with booths and tasting counters, Chinese exhibitors distinguished themselves not only with their coffee beans but also through their tea drinks, sustainable packaging solutions, and coffee machines. This highlighted a notable shift as Chinese companies expand beyond single-product offerings to engage in multiple areas of Europe’s coffee consumption landscape.

Specialty coffee roasters from China captured attention at the festival. Ji Hengtao, the founder and roaster of Shanghai-based Terraform Coffee Roaster, observed that the rapid growth and maturity of China’s domestic specialty coffee market have prompted some roasters to venture into international markets.

“In the past, it was mostly overseas brands entering the Chinese market. Now we also want to prove that Chinese brands can be competitive overseas,” he remarked.

According to Ji, the strength of Chinese specialty coffee roasters stems not only from their use of locally sourced coffee beans but also from their expertise in sourcing beans and refining roasting techniques to reveal a broader range of flavors.

He also noted that China’s rich tea culture cultivates a deep appreciation for specialty coffee among consumers. “The concentration of specialty coffee is relatively close to that of tea. Chinese consumers are naturally sensitive to layers of flavor, differences in ingredients, and brewing methods,” Ji elaborated, emphasizing that these traditions have driven domestic roasters to enhance their sourcing, roasting, and flavor development skills, facilitating their expansion abroad.

Liu Yujia, representing the Chinese coffee roaster Coffee Buff, mentioned that the burgeoning specialty coffee industry in China has not only drawn more international attention to the Yunnan province, a renowned coffee-growing region, but has also inspired Chinese roasters to seek high-quality green beans globally.

Jennifer Brown, a British visitor, expressed her delight at the presence of Chinese roasters, stating, “It is not just about Chinese coffee beans. The roasting is very refined, and the flavors are bright and interesting.”

Zhao Lu, the founder of Mobydick Coffee Roasters in Shanghai, emphasized that China should be acknowledged not only as a source of coffee beans but also as a country with a distinctive roasting style, and a variety of roasters and coffee shops. He advocated for increased international exchanges, competitions, and collaborations to elevate Chinese specialty coffee within the global coffee culture.

In recent years, matcha drinks have gained prominence on the streets of London, particularly among younger consumers. At the London Coffee Festival, matcha emerged as a favored category.

Raphael Chow, the founder of the British tea brand brut tea, reported that matcha is swiftly gaining traction in the UK market. “Two years ago, many cafés were still debating whether to add matcha to their menus. Now, people are more focused on finding better matcha options,” he shared.

Chow noted that British consumers primarily enjoy matcha in milk-based forms, such as matcha lattes. His brand particularly pays attention to the compatibility of matcha with both regular and oat milk, striving to minimize excessive bitterness or an overly grassy flavor.

The Financial Times reported in April that matcha drinks in British cafés typically cost around 20% more than regular lattes. Several coffee chains have credited sales growth to matcha products and have included new menu offerings inspired by matcha’s colors and perceived health benefits, such as purple sweet potato drinks.

Chow also mentioned that Chinese matcha producers are enhancing quality and exploring the unique traits of China’s tea-growing regions and varieties. For example, a Zhejiang matcha showcased by brut tea is a blend of China’s Longjing 43 tea cultivar with Japan’s Yabukita cultivar, achieving a more intricate aroma and flavor.

According to a report by the China Tea Marketing Association, China’s matcha output is projected to reach 12,000 metric tons by 2025, with the domestic market continuing its expansion, making China the largest producer and consumer of matcha globally.

Key Takeaways

• The London Coffee Festival showcased both traditional coffee and innovative matcha products.
• Chinese coffee roasters are expanding their reach beyond domestic markets to become competitive internationally.
• China’s tea culture enhances the appreciation for specialty coffee among consumers.
• Matcha drinks are increasingly popular in the UK, with cafes experimenting with diverse menu options.
• Chinese matcha producers are focusing on quality and unique blends to capture the growing market.

FAQ

What was the main focus of the London Coffee Festival?

The festival highlighted various aspects of coffee and matcha, featuring exhibitors from coffee roasters, baristas, and tea brands.

Why are Chinese coffee roasters gaining attention abroad?

Chinese roasters are enhancing their sourcing and roasting techniques while leveraging locally grown beans, leading to unique flavors that appeal to international consumers.

How has matcha consumption changed in the UK?

Matcha drinks have become increasingly popular, with consumers now prioritizing quality and variety in their matcha choices.

What distinguishes the matcha produced in China?

Chinese matcha producers are focused on quality improvement and blending unique local tea varieties with renowned international cultivars for enhanced flavor experiences.

What trends are emerging in the coffee and tea industries based on the festival?

There is a clear trend towards blending traditional practices with modern innovations, as well as expanding international collaborations in both coffee and tea.