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Event

James Hoffmann

P rofile
James Hoffmann is the author of “The World Atlas of Coffee”,
fonder of British Square Mile Coffee Roasters brand,
winner of World Barista Championship,
co-creator of Nuova Simonelli Black Eagle VA388 coffee machine.

COFFEE TALK AT SHANGHAI

HIANG KIE COFFEE COLLEGE (HKCG)

November 2016, the author of “The World Atlas of Cof-
fee “, James Hoffmann, landed in Shanghai, which made us to
follow every step of his trip like real fans. During his short
stay, Hoffmann took part in several talks dedicated to special-
ity coffee, and after talking to all industry people and coffee
lovers there is still one question: in this new Shanghainese
speciality coffee culture, did he find a coffee shop that he
liked and a cup of coffeeto remember? After strict examina-
tion not limited by roasting and production process, he faced
even more questions that needed careful consideration and
his thoughts and ideas should be further developed.
November 2nd, James Hoffmann in Shanghai office of
HKCG together with one of the translators of Chinese version
of “The World Atlas of Coffee”, Charles huang, had a public
talk on how to make coffee shops’ customers stick to the place
and what speciality coffee market is.

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