The big players in the coffee industry really want Chinese people to drink more coffee, and they're putting their money in the pot.
They're desperately trying to create a coffee culture in China. Remember, coffee in China is still a "trend," not a "habit," Xi Ci, executive director of Shanghai Timo Coffee Co. told Red Luxury.
So who's trying to make a difference in China?
Starbucks is planning to triple its workforce and number of stores — from 500 to 1,500 — over the next three years, reports Rose Yu at the Wall Street Journal.
That's a huge commitment for the brand, but it seems confident about it. It has already played a key role in getting the Chinese to drink coffee, with its trendy establishments attracting wealthy consumers.
Nestle is making big-time moves in China too. The brand is already China's dominant instant coffee brand and boasts a 75% chunk of market share.
That's not enough for Nestle though. In late 2011 the global food juggernaut announced that it's planning to double its coffee presence in China, according to Li Fangfang at China Daily.
Columbia, the world's second-largest grower of Arabica coffee, is also ramping up its influence in China. The country's National Coffee Growers Federation has created a logo, and is starting to host folks in China for tastings to try to bolster coffee' brand, reports Heather Walsh at China Daily.