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The Brazil Season, a Partnership Between ApexBrasil and Luckin Coffee, Distributes Themed Cups and Gifts in Over 30,000 Chinese Stores, Promoting Brazilian Coffee and Strengthening Trade Agreements That Expand Sales and Visibility in the Largest Emerging Asian Market
Throughout December, Luckin Coffee decided to feature the Café do Brasil brand on all cups sold in its more than 30,000 stores in China, as the Brazil Season campaign aims to reinforce Brazilian presence among consumers who are already part of a market of nearly half a billion coffee enthusiasts.
ApexBrasil coordinates the initiative and estimates that 400 million cups with a Brazilian identity will circulate throughout the month.
Additionally, the president of the Agency, Jorge Viana, states that around 14 million units will be sold daily, thus creating an unprecedented opportunity to strengthen the country’s image as a source of premium coffee in the Chinese market.
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Themed Cups and Gifts Expand the Campaign’s Reach
According to the general manager of the Asia-Pacific office of ApexBrasil, Victor Queiroz, consumers will also receive keychains and mini stuffed capybaras with the Agency’s logo, as the proposal includes direct activation in the network’s stores. The forecast is for up to two thousand units per store.
The capybara, quite popular in the Asian country, helps bring the audience closer to the Brazilian promotional material, creating a sympathetic and immediate appeal.
He recalls that it took months of negotiation, but now the cups already display the Brazilian look across Chinese territory, reinforcing the commercial relationship with an audience that also buys significant volumes of national coffee.
Origin of the Action and Brazilian Presence at the CIIE
Luckin Coffee launched the themed collection to highlight the Brazilian beans sourced by the brand.
The idea was born during the China International Import Expo, held last month in Shanghai, an event that attracted 800,000 visitors and 3,400 companies from 128 countries.
Daily, around two thousand cups of high-quality Brazilian coffee were distributed at the Brazil Pavilion, thus maintaining constant contact with the present audience.
Partnership Between Brazil and China Started Before the Current Campaign
The rapprochement between ApexBrasil and Luckin Coffee began in late 2023 under the Exporta Mais Brasil program.
At that time, representatives of the Chinese network visited Cacoal, in Rondônia, to learn about the coffees from the Amazon. Four thousand sacks were sold in just one event.
This initial contact paved the way for an agreement signed in June 2024, which anticipated the supply of up to 120,000 tons of Brazilian coffee by the end of the same year, valued at US$ 500 million.
Luckin Coffee also committed to promoting Brazilian beverages in China.
Authorities like Vice President Geraldo Alckmin, Jorge Viana, and Minister of Agriculture Carlos Fávaro were in the Asian country to consolidate the partnership.
Recognition of Brazilian Quality
In August 2024, the Head of Sustainable Development at Luckin Coffee, Yan Yan Sabrina Zhao, visited Brasília to reciprocate the Brazilian presence in China and assert that Brazilian coffee is, according to her, the best in the world.
Several weeks later, in November, ApexBrasil closed a new agreement with the support of MDIC.
The commitment involves the purchase of 240,000 tons of Brazilian beans between 2025 and 2029, with an estimated value of US$ 2.5 billion, thus aiming for prolonged expansion of national presence in the Chinese retail market.
A month later, in May 2025, both parties agreed to open 34 themed stores with a Brazilian identity.
The units are expected to enhance the exposure of national products and introduce Chinese consumers to elements of Brazilian culture linked to coffee.
Coffee Consumption Grows in the Land of Tea
With the December campaign, China reinforces that, although it has a millennia-old tradition in tea, it is incorporating coffee habits on a large scale, mainly from the Brazilian product, which mobilizes new segments of the Asian market.
The advancement in consumption shows a gradual and constant change.
Results of Brazilian Exports to China
Foreign trade numbers confirm the trend observed throughout the promotional actions. Between January and October of this year, Brazil exported US$ 335.1 million in unroasted coffee to China.
This amount already represents over 50% of all that was sent to the Asian country during the previous year.
In 2024, exports totaled US$ 213.6 million, thus falling well below current performance and indicating a growth trajectory sustained by campaigns, agreements, and expanded trade partnerships.
The pace of expansion reinforces Brazilian presence in the Chinese market. And highlights how the cooperation between ApexBrasil and Luckin Coffee has a direct impact on the visibility of national products.
With information from Canal Rural.
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