At the 2026 Wine to Asia exhibition in Shenzhen, Andrea Natale, director of De'Longhi Group Coffee Business Development Asia, said China represents a key market for understanding how coffee culture is evolving outside Europe. He noted that the "Shopping in China" initiative creates both immediate and long-term opportunities for international brands.

After visiting coffee regions in Yunnan and Hainan provinces, he was impressed by the quality of Chinese coffee beans and interested in further exploring connections between Chinese coffee resources and Italian coffee culture.

He also highlighted two De'Longhi coffee machine models that bring cafe-style coffee into the home, allowing consumers in China to enjoy professional-quality coffee with a simple one-touch experience.

Beyond coffee, Natale shared his appreciation for Chinese tea culture and often recommends Italian Primitivo wine and Murano glassware to Chinese friends. He said meaningful products are defined less by price and more by the stories and cultural value they carry.