The flagship brand of Colombian coffee has taken a historic step in its internationalization process. Juan Valdez opened its first store in China, specifically in Shanghai, one of the most influential cities in the Asian country and a key hub for consumer trends in the region. With this opening, the company formally begins its expansion into the Chinese market, one of the largest and most competitive in the world.
Juan Valdez’s arrival in China represents not only a commercial achievement but also a symbolic milestone for Colombian coffee growers, whose beans will now have a direct showcase in a country where coffee consumption has grown steadily in recent years. The official announcement of the opening was even celebrated by the Chinese ambassador to Colombia, Zhu Jingyang, who highlighted the brand’s potential to win over Chinese consumers and strengthen trade ties between the two countries.
Vamos, ¡a conquistar el mercado chino!🇨🇳🇨🇴💪💪
Primera tienda de Juan Valdez en Shanghai.Foto de “拉美智利罗伯特” en la red social "Xiaohongshu" pic.twitter.com/ZFu31ud5jS
— Zhu Jingyang (@zhu_jingyang) January 14, 2026
Shanghai, Juan Valdez’s gateway to China
The choice of Shanghai as the location for the first store is no coincidence. The city is regarded as a financial, cultural, and commercial center that sets trends in gastronomy and lifestyle. For Juan Valdez, establishing itself there means positioning the brand in a strategic setting from which to project its growth into other Chinese cities.
The context plays in favor of the Colombian brand. Over the past two years, Colombia’s coffee exports to China increased from 120,000 to 190,000 bags, a clear sign of the growing interest in the product. Although tea remains the traditional beverage par excellence, coffee is gaining ground — especially among young urban consumers who seek new experiences and value brands with identity and origin.
Juan Valdez’s store in China is aimed precisely at that audience: Consumers who want not just a beverage, but a story behind every cup. The concept of origin coffee, linked to Colombian coffee growers and sustainable practices, is presented as a differentiating factor compared to the major international chains that dominate the Chinese market.
Global expansion and new strategic markets
The arrival in China is part of an international expansion strategy that, in recent years, has led Juan Valdez to consolidate its presence in the Americas and Europe. In 2025, the brand made two key moves: It opened a store in Dubai Mall, one of the most iconic shopping centers in the world, and made its debut in Brazil — a market as challenging as it is symbolic, given that it is the world’s largest coffee producer.