A few things on my radar #25

Sun Lei, Black Sheep Coffee Roaster and LJZ Coffee Festival

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Chinese Barista Sun Lei Claims 2nd Place at World Barista Championships (WBC) with “Sustainability” Stories

• Historic Achievement: Sun Lei secured second place at the 2025 World Barista Championship (WBC) in Milan, setting a new record for mainland Chinese contestants in this premier competition.

• Unique Competition Narrative: Sun Lei centered his presentation on Sustainability, exploring emotional connections and environmental stewardship through coffee. He featured beans from eco-conscious estates, such as a Panamanian Geisha cultivated using low-carbon methods like biochar soil enrichment and natural cold spring processing.

The WBC — that is, the World Barista Championship for espresso coffee — is perhaps the last major competition that Chinese competitors need to conquer. In roasting, latte art, and pour-over coffee, Chinese competitors have already claimed the world champion title more than once. I believe Sun Lei’s runner-up achievement will give all Chinese coffee professionals confidence that in the realm of espresso, Chinese can reach the pinnacle of the world as well.

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BLACKSHEEP ESPRESSO Goes Global: Shanghai Roaster Lands in Tokyo’s Daikanyama

Black Sheep Instagram Screenshot

• Strategic Global Entry: Chinese specialty coffee brand BLACKSHEEP ESPRESSO opened its first overseas location in Daikanyama, an upscale Tokyo neighborhood known for its refined aesthetics.

• Core Competency: Precision Roasting: As one of Shanghai’s early advocates for in-house roasting, BLACKSHEEP’s strength lies in its masterful roasting techniques. The Tokyo store features a unique menu that prices drinks by coffee flavor profiles, directly demonstrating the brand’s confidence in its beans and roasting expertise.

• Philosophy-Driven Approach: This pricing strategy aims to engage deeply with Japan’s sophisticated coffee culture, communicating a brand philosophy centered on product purity and flavor integrity.

BLACKSHEEP’s expansion represents a high-stakes endeavor in value-based positioning. By entering the demanding Japanese market—home to some of the world’s most discerning coffee drinkers—the brand is subjecting its product, specifically its roasting prowess, to the ultimate test. Its flavor-based pricing acts as a bold educational tool, training consumers to appreciate the value that expert roasting imparts to each bean. This offers a new blueprint for Chinese coffee brands going global: success begins in the cup but is ultimately built on technical craftsmanship and unwavering standards.

In fact, the global expansion of Chinese specialty coffee is not limited to independent coffee shops opening overseas—Yunnan coffee beans and the creative specialty drinks that Chinese baristas excel at have long penetrated international markets. At this point, aside from cheap chains like Luckin, China’s specialty coffee sector, after years of fierce domestic competition, is now ready to face the test of global consumers.

Of course, while China’s coffee industry has developed rapidly, some fundamental industry challenges remain unresolved—especially regarding green bean resources. Currently, the overall quality of Yunnan green beans still falls short of traditional producing regions, and the best beans from those traditional regions are not yet under the control of Chinese buyers.

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Lujiazui Coffee Festival’s 10th Edition: A Global Showcase of Roasting Excellence

DAK is a Dutch roasting brand I’ve been enjoying lately.

• Unprecedented International Participation: The “International City Tour” segment featured 48 globally renowned roasters, including industry icons such as Denmark’s La Cabra, Japan’s Apollon’s Gold, Australia’s Stitch Coffee, the Netherlands’ Dak, and Thailand’s Brewlab.

• Champion Lineup and Dedicated Segments: The event gathered five world coffee champions with their own brands and introduced a first-time “Specialty Coffee Zone” for in-depth dialogue and tasting sessions with top international names.

• Cross-Industry Integration: The festival collaborated with 58 lifestyle brands and 36 cultural creative institutions, while its global coffee forum convened supply chain experts to discuss trends from seed to cup.

The tenth Lujiazui Coffee Festival has evolved from a local event into a key hub in the Asia-Pacific coffee landscape. Its ability to attract world-class roasters demonstrates the growing influence of Chinese consumers in the global market. The addition of specialized zones and expert forums signals a strategic shift from mass appeal to deep industry engagement and professional discourse, actively shaping China’s voice in the international coffee community.

Exposure to the world’s top specialty coffee players will make China’s specialty coffee market more vibrant, diverse, and dynamic. Through this process, Chinese coffee brands will continue to evolve—growing beyond budget chains like Luckin into powerhouses that exceed everyone’s expectations.

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To understand the landscape of China’s specialty coffee scene, please read my previous articles 👇

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