Beijing, May 14, 2025 – Luckin Coffee launched its “Brazil Coffee Culture Festival 2.0” (the “Festival 2.0”) in collaboration with multiple Brazilian organizations, including the Brazilian Trade and Investment Promotion Agency (“ApexBrasil”), the Embassy of Brazil to China, the Brazilian Ministry of Agriculture, Livestock and and Food Supply (“MAPA”), the Brazil Specialty Coffee Association (“BSCA”), and the Brazilian Coffee Exporters Council (“Cecafe”). The launch ceremony was held at Luckin Coffee’s first Brazilian Coffee Culture themed store in Beijing.

The Festival 2.0 underscores the deepened cultural collaboration between Luckin Coffee and Brazil, following its landmark coffee bean purchase MoU with Brazil signed last year. 2025 marks the beginning of the next “golden 50 years” of China-Brazil relations as well as the 10th anniversary of the China-CELAC Forum. Luckin Coffee’s Festival 2.0 not only drives the growing economic and cultural exchange between China and Brazil, but also exemplifies all-dimensional, multi-tiered and wide-ranging dialogue and cooperation between China and Latin America and the Caribbean.

The launch ceremony was attended by Jorge Viana, President of ApexBrasil; Marcos Galvão, the Brazilian Ambassador to China; Luis Rua, Secretary of Commerce and International Relations of The Brazilian Ministry of Agriculture, Livestock and Food Supply (MAPA); Vinicius Estrela, CEO of Brazil Specialty Coffee Association (BSCA); Márcio Ferreira, President of the Brazilian Coffee Exporters Council (Cecafe); and Dr. Jinyi Guo, Co-founder and CEO of Luckin Coffee.

As a leading player in China’s coffee industry, Luckin Coffee has consistently brought together high-quality global resources and proactively advanced collaboration with Brazil in the coffee trade. In 2024, Luckin Coffee entered a purchase memorandum to procure 240,000 tons of Brazilian coffee beans over the next five years. Beyond trade partnerships, Luckin Coffee has also been actively fostering cultural exchanges between China and Brazil. At this event, Jorge Viana, President of ApexBrasil, stated that coffee is a global symbol for Brazil, and Luckin Coffee is leading the effort to further promote Brazilian coffee and culture in China. He expressed ApexBrasil’s gratitude to Luckin Coffee for using coffee as a bridge to build a long-lasting and solid friendship between China and Brazil. Viana emphasized that the joint efforts between ApexBrasil and Luckin Coffee to promote Brazilian coffee culture carry strong significance, and he looks forward to seeing the ‘taste of Brazil’ become a part of everyday life in China.

Back in June 2024, Geraldo Alckmin, the Vice President of Brazil, visited Luckin Coffee’s Guanghua Road SOHO store in Beijing, where he told Chinese and international media that coffee symbolizes the friendship between China and Brazil. Today, this store has been upgraded into Brazilian Coffee Culture themed store which officially reopened on the day of the Festival 2.0’s launch. Going forward, it will serve as an important window for Chinese consumers to experience the unique characteristics of Brazilian culture.

The rich spirit of Brazil is infused into every detail of this store -- from a mini exhibition space that captures the essence of Brazilian lifestyle and art, to a coffee culture wall reflecting Brazil’s natural charm and simplicity; from a unique “LUCK IN BRAZIL” photo zone to a wave-patterned coffee bar inspired by Brazil’s romantic flair. Luckin Coffee’s Brazilian Coffee Culture themed store offers consumers a visually immersive journey and refreshing experience, highlighting the charm of Brazilian culture at every corner of this coffee shop.

As the concerted efforts to promote its Festival 2.0, Luckin Coffee plans to open over 30 Brazilian Coffee Culture themed stores across China and establish a Brazilian Coffee Museum in the future. Meanwhile, Luckin Coffee will jointly launch the “Brazilian Smallholder Coffee Farmer Support Program” with these Brazilian partners. This initiative aims to provide small and medium-sized coffee farmers with access to sustainable farming knowledge and inclusive technologies, helping them address climate change, improve productivity, and enhance living conditions. The program aspires to make coffee farming a sustainable livelihood and a pathway to a better life, contributing to the healthy and sustainable development of the coffee industries in both China and Brazil.

Dr. Jinyi Guo, Co-founder and CEO of Luckin Coffee, stated: “In recent years, our collaboration with Brazil’s coffee industry has seen multiple breakthroughs. We have joined hands with ApexBrasil and relevant Brazilian organizations to launch Luckin Coffee Brazil Coffee Culture Festival 2.0, echoing the significant consensus reached by the top leaders of China and Brazil as well as ushering in the 2026 China-Brazil Cultural Year. We hope to jointly build Luckin Coffee into a key platform for promoting Brazilian culture and a vital bridge for cultural exchange between the two countries. Through over 20,000 Luckin stores, we aim to introduce Brazil to over 300 million customers of ours, fostering greater interest and appreciation for Brazilian culture while further strengthening economic ties and cultural exchange between the two countries. This initiative also marks a new chapter for the China-Brazil partnership in the coffee industry.”

In addition, a Brazilian Specialty Coffee Tasting Competition was held on the Festival 2.0’s opening day. Dionatan Almeida, the 2024 World Coffee Cup Tasters Champion from Brazil, showcased the distinctive flavors of Brazilian coffee and its rich cultural heritage to the audience. As the first activity for the Festival 2.0, this competition provided consumers with the opportunity to savor high-quality Brazilian coffee while immersing themselves in the unique charm of Brazilian culture.

As China’s Belt and Road Initiative aligns more closely with Brazil’s national development strategy, the China-Brazil cooperation is entering a robust stage of development. Against the backdrop of deepening China-Brazil bilateral ties, Luckin Coffee is set to broaden its collaboration with Brazil’s coffee industry across a wide spectrum of areas, injecting new vitality into the Global South cooperation and setting a new benchmark for international partnership.