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China: Coffee culture, state subsidies spark surge in home coffee maker sales
Home coffee maker sales has seen a significant increase in China so far this year, as a result of state consumption-boosting subsidies and seeping of the coffee culture deeper into daily routines in the country. Inside a cafe in Foshan City of south China's industrial powerhouse of Guangdong Province, a handful of twenty-somethings were crowding the bar watching a barista's wrist flick back and forth, with patterns of leaves and hearts blooming in the crema. They were there for a latte-art class. As coffee becomes part of everyday life and as home appliance subsidies are still on offer, buying a home appliance like a coffee maker is suddenly becoming a trend. Data show that domestic coffee-machine sales hit 1.683 million units from January to August, up 75.6 percent year-on-year. By 2029, China's coffee-machine market is forecast to reach 10.6 billion yuan (1.46 billion U.S. dollars), a 28 percent compound annual growth rate. Shotlist: Foshan City, Guangdong Province, south China - Recent: 1. Various of young people learning latte-art in cafe; 2. SOUNDBITE (Chinese) Chen Qiaoying, coffee lover (ending with shot 3): "I think coffee latte art is very artistic. I mean how a pattern like that be drawn with milk. We often swap soybean porridge for milk to have a different taste, or to show off a new pattern we just learned. It's non-stop sharing."; 3. Various of people making, tasting coffee; 4. Woman making coffee at home; 5. SOUNDBITE (Chinese) Kuang Jiaxian, consumer (partially overlaid with shot 6): "We've just moved into our new home. Therefore, we've bought a coffee maker on an e-commerce platform, priced at almost 2,600 yuan (about 365 in U.S. dollars) apiece. The 15 percent state subsidy plus the store's own discount saved us nearly 1,000 yuan (140 U.S. dollars) in total." [SHOTS OVERLAYING SOUNDBITE]; 6. Woman making coffee at home [SHOTS OVERLAYING SOUNDBITE]; 7. Person making using coffee maker; 8. SOUNDBITE (Chinese) Zhang Chunlai, deputy general manager of Foshan-based coffee maker (starting with shot 7/ending with shots 9-10): "Since January, our domestic sales revenue has gone up by at least 50 percent. Three years ago we mainly were living on exports. Now the home market accounts for 60 to 70 percent of our total sales."; 9. Various of coffee maker demonstration; 10. Various of production of coffee maker in factory; 11. Various of boxed coffee makers loaded on truck for shipment. [Restriction - No access Chinese mainland]
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