Shanghai’s rapidly maturing coffee scene is driving increased global competition for high-quality green coffee, according to a new report from the U.S. Department of Agriculture’s Foreign Agricultural Service (FAS). The city has become a primary consumption center and a crucial import gateway for China, with consumer preferences shifting from price-driven promotions to a focus on quality, origin, and preparation methods.
The report highlights a significant market evolution away from the intense price wars of 2023-2024. While low-cost options remain, the frequency of deep discounts has fallen, and consumer purchasing decisions are increasingly based on overall value. This trend is supported by Shanghai's explosive growth, which saw the number of coffee shops increase to 10,336 in 2025 from 6,193 in 2021. Annual consumption in the city has reached an estimated 106 cups per person, well above the national average of 29 cups.
This shift in consumer demand is having a direct impact on the green coffee trade. China's imports of unroasted coffee surged 218% in volume between 2020 and 2024, reaching 181,243 metric tons valued at $837 million. Producing countries are responding, with Ethiopia's exports to China growing 264% in the 2024/25 market year. Brazil has also strengthened ties, authorizing 183 new exporters to China. The infrastructure to support this growth is also expanding, with the nearby city of Kunshan emerging as a major roasting and logistics hub, accounting for an estimated 60% of China's roasted coffee output in 2025.