The Coffee Club is opening in China with its first cafe in a major transport hub, the Yuexiu District in Guangzhou, near Hong Kong. A major franchise licence has been granted to the Guangzhou Golden Swan Enterprise Group CO., LTD, which plans to open a further 30 cafes over the next three years.

John Lazarou, director of The Coffee Club, said now is the perfect time for the business to enter China, with a strong coffee culture growing in the country despite most Chinese traditionally drinking tea.

“With over 1.3 billion people, a growing middle class and general elevation of living standards, many tea drinkers are starting to switch to coffee to feel more cultured,” Lazarou said. “Coffee drinking is seen by Chinese as a sign of western sophistication and therefore a luxurious commodity — with aspirant young professionals seeking it as part of a modern lifestyle.

“Reports indicated back in 2006 that Chinese coffee drinkers consumed over 45,000 tonnes of coffee beans, with some analysts expecting it to increase by 15 per cent a year,” he said.*

*Figures quoted in Asia Times http://www.atimes.com/atimes/China_Business/MC11Cb02.html