As the scent of roasted beans drifted through the air, the 4th Jiangmen Coffee Culture Festival concluded on March 8, marking its most successful chapter yet.
The festival site, a vibrant sea of caffeine enthusiasts, drew over 510,000 visitors and moved a staggering 270,000 cups of coffee.
A global stage for coffee excellence
This year's Jiangmen Coffee Culture Festival doubled in size, featuring over 330 brands from 13 countries and regions. It wasn't just a simple event; it was a high-level summit for the coffee industry's elite.
Among the stars was Anthony Douglas, the Australian WBC World Barista Champion, who praised Jiangmen's sophisticated coffee culture.
"The festival has been great. I feel that people here are very passionate about coffee," Anthony Douglas remarked, noting that his retail stock sold out rapidly. "I gather that Jiangmen's coffee scene started quite early and is quite advanced compared to some other cities I've been to. I love it."
The "Star-Studded" Magnet of the Greater Bay Area
For professionals like Derrick, owner of Snooze Coffee and a visitor from Macao, the festival has become a mandatory pilgrimage for "stargazing" and professional growth.
"Coming from Macao is incredibly convenient now—just a 40-minute taxi ride from Zhuhai," Derrick noted, highlighting the seamless integration of the Guangdong-Hong Kong-Macao Greater Bay Area (GBA).
For coffee industry practitioners like him, meeting champions like Anthony Douglas is a spiritual experience. "He is like a 'faith' in our industry. Wherever he appears, we come to study his roasting techniques and new technologies. This is the most well-rounded coffee festival I've attended, which is why I've come to this festival three years in a row."
Coffee as more than a drink: a medium for connection
While the scale was massive, the heart of the festival remained about people-to-people connections and bonds.
Ma Chen, owner of Beijing's Bear Brew Coffee, returned for his second year, struck by the local crowd's deep knowledge of specialty coffee.
"Jiangmen's reputation for coffee culture is well-deserved," Ma shared. He emphasized that the festival transcends the simple act of drinking.
"Why come here instead of a cozy coffee shop? It's for the connection. Coffee is a medium. Here, we can bridge the distance created by a traditional shop layout and have real face-to-face conversations about creativity, ingredients, and the stories behind each cup", remarked Ma Chen.
Brewing a brighter economic future
Beyond the booths, the festival served as a powerhouse for trade. The event hosted an exchange on Overseas Chinese coffee industry trade cooperation, resulting in strategic signings with coffee-producing regions in Yunnan, Hainan, and nations including Brazil, Ethiopia, and Uganda.
Local residents also expressed pride in their city's famous coffee industry. "Jiangmen's coffee equipment and roasting industries are incredibly developed," said local visitor Dietrich Zhang. "With a tea or coffee shop every few hundred meters, our market offers excellent choices. I hope the festival just keeps getting better."
As cups of coffee were poured, one thing was clear: in Jiangmen, coffee is no longer just a beverage—it is the language through which the city talks to the world.
Reporter | Guo Chuhua
Photo | Guo Chuhua
