The Shanghai International Coffee Culture Festival took place April 30 to May 1. The event underscores China’s thriving coffee industry, which reached $37.16 billion (265.4 billion RMB) last year with Shanghai at the forefront, home to over 9,553 coffee shops. Average annual consumption per capita has risen to 16.74 cups, nearly double the nine cups per capita in 2016. The festival highlights global and local brands, innovative campaigns, and market expansions like Starbucks’ addition of 118 new outlets. The event also showcased unique product offerings like Maotai-flavored latte.