Recent data shows that coffee consumption in China has been rapidly increasing, with the country purchasing 1.480 million bags of coffee from Brazil in 2023, a 278.6% increase from the previous year. China has also surpassed the United States as the largest branded coffee market in the world, with 49,690 points of sale, and is expected to be the country that will advance the most in terms of coffee consumption over the next 15 years. Additionally, in the Japanese market, Volcafe has been promoting sustainable coffees, resulting in a growing interest and new demand for these products in recent years.