More and more Chinese people prefer coffee to tea. It seems like Italian espresso is becoming a new status symbol in China. A sort of social anticonformistic change if we consider that the community of this immense country is rich in thousand-year-old traditions, but still welcomes trends and customs of the western world with pleasure. Coffee shops and bars in Beijing and Shanghai more and more reflect the Made in Italy style; from modern and design furniture to organised spaces, such as meeting places, and to counters dedicated to coffee bars. And while Chinese people used to prefer a lighter coffee – let’s say more like the American coffee – nowadays the demand for Italian espresso aiming at quality and pleasure to drink an excellent coffee in cup is increasing. However, coffee is not only a status symbol; it is important that the “trend” follows quality and service. That’s why Moak wanted to promote a calendar of events aiming at staff training and divulgation of the culture of real Italian espresso in China. The agenda includes a week of conferences, discussions and training courses held by the for[me]training team lead by AST trainer Marco Poidomani.
The first appointment was held last June with a tour in six Chinese cities and more than 300 participants, who could lean the techniques to prepare a good coffee and get to know the history of the most beloved bean in the world. “The demand for coffee in China – explains Giuseppe Ventura, Caffè Moak Sales Manager – is in continuous growth and we are expecting a further increase in 2015. Although boasting a thousand-year-old history, this people is able to amaze for the interesting changes in the habits and consumption of its inhabitants. Tea is a rite in China as much as it is coffee in Italy. This is why you need to export the pleasure of drinking a good coffee together with the quality of blends, in order to win the market of the “Middle Reign”. To do this, we got out of our meeting rooms and recreated them directly on site in six towns where Moak is present, showing operators of the sector and aspiring barmen the value and art to make a real espresso”. The Moak for[me]training will land again in China next November.
