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BEIJING, China – Luckin Coffee launched its “Brazil Coffee Culture Festival 2.0” (the “Festival 2.0”) in collaboration with multiple Brazilian organizations, including the Brazilian Trade and Investment Promotion Agency (“ApexBrasil”), the Embassy of Brazil to China, the Brazilian Ministry of Agriculture, Livestock and and Food Supply (“MAPA”), the Brazil Specialty Coffee Association (“BSCA”), and the Brazilian Coffee Exporters Council (“Cecafe”). The launch ceremony was held at Luckin Coffee’s first Brazilian Coffee Culture themed store in Beijing.
The Festival 2.0 underscores the deepened cultural collaboration between Luckin Coffee and Brazil, following its landmark coffee bean purchase MoU with Brazil signed last year. 2025 marks the beginning of the next “golden 50 years” of China-Brazil relations as well as the 10th anniversary of the China-CELAC Forum.
Luckin Coffee’s Festival 2.0 not only drives the growing economic and cultural exchange between China and Brazil, but also exemplifies all-dimensional, multi-tiered and wide-ranging dialogue and cooperation between China and Latin America and the Caribbean.
The launch ceremony was attended by Jorge Viana, President of ApexBrasil; Marcos Galvão, the Brazilian Ambassador to China; Luis Rua, Secretary of Commerce and International Relations of The Brazilian Ministry of Agriculture, Livestock and Food Supply (MAPA); Vinicius Estrela, CEO of Brazil Specialty Coffee Association (BSCA); Márcio Ferreira, President of the Brazilian Coffee Exporters Council (Cecafe); and Dr. Jinyi Guo, Co-founder and CEO of Luckin Coffee.
As a leading player in China’s coffee industry, Luckin Coffee has consistently brought together high-quality global resources and proactively advanced collaboration with Brazil in the coffee trade. In 2024, the chain entered a purchase memorandum to procure 240,000 tons of Brazilian coffee beans over the next five years.
Beyond trade partnerships, Luckin has also been actively fostering cultural exchanges between China and Brazil. At this event, Jorge Viana, President of ApexBrasil, stated that coffee is a global symbol for Brazil, and Luckin Coffee is leading the effort to further promote Brazilian coffee and culture in China.
He expressed ApexBrasil’s gratitude to Luckin Coffee for using coffee as a bridge to build a long-lasting and solid friendship between China and Brazil. Viana emphasized that the joint efforts between ApexBrasil and Luckin Coffee to promote Brazilian coffee culture carry strong significance, and he looks forward to seeing the ‘taste of Brazil’ become a part of everyday life in China.
