Luckin Coffee officially launched the Brazil Coffee Museum on Friday at its Jiangsu Roasting Plant in Kunshan, marking a new phase in the company’s collaboration with the Brazilian coffee sector. The museum is a key initiative from the 2024 Luckin Coffee Brazil Coffee Culture Festival and aims to promote Brazil’s coffee heritage while fostering deeper ties between China and Brazil.
The opening ceremony was attended by prominent figures, including Jorge Viana, President of ApexBrasil; Augusto Pestana, Consul-General of Brazil in Shanghai; Vinicius Estrela, Executive Director of the Brazil Specialty Coffee Association; and Guo Jinyi, Co-founder, Chairman, and CEO of Luckin Coffee.
The museum serves as an open platform to showcase Brazil’s coffee culture, highlighting the country’s unique coffee traditions. By doing so, it aims to encourage greater cooperation and exchange between the Chinese and Brazilian coffee industries.
During the event, Viana praised Luckin Coffee’s role in promoting Brazilian coffee in China, calling the company a trailblazer in introducing high-quality Brazilian coffee to the Chinese market. Viana also emphasized the importance of the partnership for Brazil’s coffee industry, particularly in enhancing the visibility of Brazilian specialty coffee in Asia. He expressed strong confidence in Brazilian coffee, noting its sustainability and global appeal.
Supported by ApexBrasil, the Consulate General of Brazil in Shanghai, and the Brazil Specialty Coffee Association, the museum’s exhibits trace the history of Brazilian coffee over the past 300 years. It focuses on the evolution of high-quality coffee and Luckin Coffee’s global supply chain, showcasing the journey of Brazilian coffee beans from farm to cup through the company’s network.
This year marks the 50th anniversary of diplomatic relations between China and Brazil. With the rapid expansion of China’s coffee market, Luckin Coffee has become a major importer of Brazilian coffee beans and a key partner in strengthening the ties between the two countries’ coffee industries.
In addition to the museum opening, Luckin Coffee participated in the completion ceremony of “Casa Brasil” in Shanghai, a new service platform launched by ApexBrasil to support trade and cultural exchange.
Looking ahead, Luckin Coffee plans to continue expanding its cooperation with Brazil. The company aims to meet the growing demand for high-quality coffee in China, promote cultural exchange through coffee, and contribute to the sustainable development of both countries’ coffee industries.
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