KOTA KINABALU: Nature Coffee from Sabah made the country proud as it was the sole international brand invited to be featured in the Smoke and Fire Coffee Festival held in Tongmeng Ancient Town, Huojia County, Zhengzhou.
The event, embracing the “early coffee, late alcohol” lifestyle trend among China’s youth, gathered over 40 coffee brands from cities including Beijing, Shanghai, and Chengdu for tastings, sales, and workshops.
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Nature Coffee, co-founded by Sabah China Chamber of Commerce vice-president Chiew Heng Hock and vice-chairman Dick Lee, used the opportunity to showcase Sabah’s unique Catimor variety and foster international collaboration across the coffee supply chain.
Visitors were treated to the rich, complex aroma of Sabah-grown beans, with notes of popcorn, genmaicha, and grapefruit, offering both a sensory and cultural exchange experience.
The festival coincided with the May Day holiday and featured concerts, traditional performances, local delicacies, and cultural crafts, creating a lively atmosphere that celebrated coffee and Chinese heritage.
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