Igor Carneiro, head of trade and investment promotion at the Brazilian embassy in Beijing, said his country is targeting the high-end Chinese market and hopes to export a coffee-drinking culture to it along with related products.

"Drinking coffee is inherent in Brazilian culture," he said, adding that Brazil is trying to target China's growing number of high-end consumers because many coffee growers in the South American country believe a smaller market often comes with higher value.

Even though Brazil supplies nearly 30 percent of coffee beans globally, it ranks 35th in terms of exporting them to China. Carneiro believes this is because Brazilian coffee lacks branding recognition among Chinese. To tackle this, a campaign titled "Brazil, the coffee nation" is being launched.

"A growing number of Chinese now prefer freshly ground coffee. Some even prefer specific coffee beans produced by certain countries. We are facing a prosperous and rapidly growing coffee market in China," Carneiro said.

"By promoting coffee we are actually promoting a lifestyle that is both relaxing and energetic," he said, adding that even though Brazilian coffee beans are relatively expensive, as most of the cost involves transportation, he remains confident about the Chinese market.

Ideal opportunity

Lau, the market research analyst, said a high price is considered a sign of quality in China. "The more expensive the better - there is still this concept in China, and many coffee dealers know this. They want to brand themselves as premium chains, and that is why their prices are slightly higher in China."

Last month, Brazil was one of the countries represented at the first-ever China International Import Expo in Shanghai, which attracted more than 300,000 visitors.

The expo featured coffee traders, producers, beans, machines, imports and exports. Wu, from Colombia, who was among the exhibitors, said he is constantly striving to bring his country's coffee to Chinese consumers.

"From high-end products to ordinary ones, coffee has been witness to China's reform and opening-up, and the expo has been an ideal opportunity to ensure that more Chinese coffee drinkers know about our coffee," Wu said.

However, he added that from time to time Colombian coffee producers are concerned about transporting coffee beans by sea because of the cost and time involved, and are not entirely familiar with Chinese consumers' preferences.

"They are worried about whether their prices are competitive compared with coffee beans from other countries, or whether their products will interest Chinese dealers. But I always tell them the key to winning the market is to focus on the acceptance of Chinese consumers," Wu said.