Chongqing - In a compelling address at the Chongqing International Coffee Festival, H.E. Luis López, Ambassador of El Salvador to China, reflected on the profound ties drawing him back to the southwestern Chinese megacity for the fifth time. Speaking as the representative of the festival’s Guest of Honor country, the Ambassador emphasized that beyond growing bilateral cooperation, it is the city’s palpable energy and the genuine kindness of its people that continue to call him back.
"What brings me to Chongqing repeatedly is not only the important work we share but the vibrant spirit and warmth I find here," Ambassador López stated during an interview with iChongqing host Wu Xiao. His participation underscored El Salvador’s focused efforts to deepen cultural and trade links with China, with coffee serving as a flavorful and strategic ambassador.
El Salvador‘s showcase at the festival went beyond presenting its acclaimed specialty coffee. It served as a holistic platform introducing Salvadoran culture and its people to Chinese consumers. The Ambassador described such festivals as "practical bridges" that directly connect producers, buyers, and consumers while fostering mutual cultural appreciation through shared experiences. Highlighting a "resonance across the distance," Ambassador López drew a compelling parallel between Chongqing, a vital inland logistics and open economic hub, and El Salvador, a pivotal trade and logistics gateway in Central America. This shared geographic role, he noted, creates natural synergies and complementary opportunities, particularly in integrated logistics and supply chains, paving the way for premium Salvadoran products like coffee to reach broader Chinese markets.
Beyond the metrics of trade and policy, Ambassador López spoke warmly of his personal affinity for China. He expressed deep appreciation for the unique coexistence of tradition and innovation, the culture of efficiency blended with collaboration, and the consistent friendliness he encountered. "Even without speaking the language, you always find a friend here. That is profoundly important," he shared.
Looking to the future, the Ambassador framed Chongqing as a city representing "the future of inland globalization." He characterized it as a strategic and forward-looking platform for any nation or business seeking meaningful partnership with China beyond its coastal regions. His repeated visits and optimistic outlook signal a growing and multi-faceted relationship, anchored in shared economic interests and genuine mutual respect.