Bringing the Aloha Sprit in Celebration of International Coffee Day

International Coffee Day is October 1 and FAS is brewing up excitement. On this day, we celebrate and promote one of the worlds most enjoyed beverages.

Taiwan boasts a vibrant coffee culture and is home to one of the highest densities of coffee shops globally. Taiwanese consumers are known for their high disposable income and hold a deep appreciation for high-end food and beverage products. In 2023, Taiwan's population consumed over four billion cups of coffee, averaging about 184 cups per person. Now that's a lot of coffee! Consumers are well-versed with single-origin specialty coffee and often prefer to buy, roast, grind, and brew their coffee at home. In recognition of this cultural shift, FAS and Taipei saw an opportunity to reintroduce Hawaiian coffee as a sophisticated and premium product.

Zhanlu Coffee was established in 2003 and is a well-known name to Taiwan consumers and a brand they think of when buying coffee products for themselves and giftboxes for others. In July, FAS partnered with Zhanlu Coffee in Taipei to feature Hawaiian Kona coffee. Three Hawaiian coffee bean promotions were included in this multiplatform social media campaign to get everyone energized for specialty coffee.

Promotional Material for Zhanlu Coffee event in Taipei.

This collaboration helped to educate coffee importers, roasters and consumers about the superior quality of Hawaiian coffee. FAS is supporting trade initiatives through the promotion of this niche coffee in Taiwan and is aiding in the expansion of U.S. agricultural exports. As a result of the promotion, Zhanlu Coffee achieved $4,833,000 in actual sales and perked up interest in Taiwan on the origins of Hawaiian coffee.

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