Chongqing — At 9 a.m. on August 26, before the crowds had filled Ciqikou Ancient Town in Shapingba District, the "AISHA No.1" Ethiopia National Coffee Promotion and Experience Center had already welcomed its first customers of the day.
At the counter, visitors can witness the complete transformation of coffee beans, from raw green beans to the final cup in hand. (Photo/Shapingba Media Center)
Ms. Yang, a tourist from Jiangsu province who made a special trip to sample Ethiopian coffee, gave a thumbs-up: "Affordable, yet the flavor is exceptionally pure."
"This is the first truly national-level Ethiopian coffee store in China, and it carries a mission far beyond that of an ordinary café," said Wu Chao, director of the Shapingba District Commerce Commission.
The experience center opened its doors on May 1, 2025 - the very day China fully implemented zero-tariff treatment for all 53 African countries with which it has diplomatic relations. A single cup of aromatic coffee now connects African growing regions with Chinese consumers, facilitating imports of high-quality African agricultural products, helping "Made in Chongqing" reach overseas markets, and deepening China-Africa economic cooperation and people-to-people exchanges.
The "First Store" in a Millennium-Old Town
African drumbeats and the rich aroma of coffee draw visitors into the Ethiopia National Coffee Promotion and Experience Center in Ciqikou.
"During peak hours, we sell a cup every few minutes. In May alone, our store revenue exceeded 100,000 yuan (about $14,000)," said Wang Cihang, general manager of Land Port Hub (Chongqing) Trading Co., Ltd., which operates the center. Beyond freshly brewed coffee, roasted beans, branded mugs, and souvenirs have also proven popular.
On August 7, the center expanded from its original 75 square meters to 200 square meters.
The establishment of this national-level experience center represents an innovative step in Shapingba District's opening-up strategy. On October 31, 2025, six China (Chongqing Shapingba)–Africa cooperation projects were signed in a centralized ceremony, with total procurement and sales contracts reaching 5 billion yuan (about $700 million).
"Ethiopia sees great potential in China's western market," Wang noted. As the birthplace of coffee, Ethiopia is known as the "home of coffee." In October 2023, China began permitting the import of unroasted Ethiopian coffee beans that meet quality requirements, allowing a large volume of specialty beans to enter the Chinese market.
Visitors can soak up an exotic ambiance right in the café. (Photo/Shapingba Media Center)
With support from the Ethiopian Embassy in China, the Shapingba District Party Committee and Government, and the China-Africa Friendship Economic and Trade Development Foundation, the experience center was established. It uses Ethiopian coffee, a "national calling card," as an entry point to introduce Ethiopian premium products to Chongqing consumers while building a two-way economic and trade bridge.
After surveying multiple business districts, the team ultimately chose Ciqikou Ancient Town for its unique cultural ambiance and tourist foot traffic.
Two-Way Flow in Every Bean
Most visitors to "AISHA No.1" are young people.
"Ethiopian coffee has complex, layered aromas that strongly appeal to younger consumers," Wang said. Previously, coffee beans shipped to Chongqing had to be transshipped through coastal ports, resulting in long transport times, multiple distribution links, and higher retail prices.
Today, Ethiopian coffee enters western China via the New International Land-Sea Trade Corridor (ILSTC) rail-sea intermodal route, cutting shipping time by about a week and reducing overall costs by 15%.
On August 5 this year, the first batch of G1-grade specialty green beans, the highest quality grade, from Ethiopia's core producing regions of Guji, Yirgacheffe, and Sidamo was consolidated and shipped by sea to Chongqing. These "national treasure" Ethiopian coffees, once distributed through multiple countries, will now reach Chongqing consumers directly.
"AISHA No.1" uses G1-grade coffee beans, Ethiopia's highest export grade. (Photo/Shapingba Media Center)
The humble coffee bean has become a catalyst for economic exchanges between Chongqing and Africa.
To establish direct sourcing channels, Wang and his team traveled to Ethiopia to attend trade fairs, visit coffee-producing regions to assess farm sizes and bean quality, and hold face-to-face negotiations with local agricultural enterprises to build stable cooperative relationships.
"During our exchanges, we also actively promoted Chongqing's smart manufacturing sector - introducing our automobiles, consumer electronics, and daily-use products to local partners," Wang said.
Leveraging the trade channels built through coffee, the company is expanding its procurement list. African cassava flour, sesame, chili peppers, and cashews are expected to see their first import shipments within the year.
"This two-way flow of Chongqing-made products and African agricultural goods helps optimize trade structures, balance imports and exports, and allows more African countries to share in China's development opportunities," said Wu Chao.
People-to-People Bonds in Every Cup
On August 7, the expanded experience center drew large crowds. "As a showcase for China-Africa economic and cultural exchange, the center needed a bigger stage," Wang said.
Inside, African wood carvings, handmade textiles, and drum-shaped wooden stools line the shelves. A display area features a full set of traditional Ethiopian coffee-making utensils.
Ethiopian student Mihret, studying in China, performed a traditional coffee ceremony on-site, roasting beans in an iron pan, pounding them in a stone mortar, and brewing slowly in a clay pot - drawing rapt attention from visitors.
The barista pours coffee beans into a wooden mortar and manually pounds them to break them down. (Photo/Shapingba Media Center)
"In my country, coffee is more than a beverage; it is an essential part of hospitality, symbolizing warmth and welcome," Mihret said in slightly accented Chinese.
Since opening, the center has hosted cultural events nearly every week: inviting Ethiopian students to demonstrate traditional coffee ceremonies, holding regular China-Africa coffee culture salons, and bringing together African businesspeople, trade professionals, and university faculty and students. These activities translate broad international cooperation into everyday, tangible experiences.
"Coffee is a seed," Wu Chao reflected. "Planting it in Ciqikou, we hope it takes root, grows, and blossoms, bringing Chongqing and Africa closer in both culture and commerce."