Last week, staff based in the U.S. Grains Council’s (USGC’s) Beijing, China office exhibited at Craft Beer China 2025 (CBCE) in Shanghai, showcasing the characteristics and versatility of U.S. craft malt while assessing demand for U.S. malt in the present Chinese economy.
USGC Program Manager in China Ellie Yan and USGC Administration and Compliance Coordinator Evelyn Li attended the event on behalf of the Council.
The annual event, the 10th of its kind, has evolved into Asia’s largest professional craft beer exhibition, encompassing the entire industry chain—from raw materials and brewing equipment to finished craft beer products. This year’s edition drew more than 300 exhibitors, including brewing ingredient suppliers, equipment manufacturers, craft beer importers, breweries and pubs with more than 1,000 types of craft beer served on site.
“The Council launched its first malt program in China in 2019, based on the realization the rapidly growing craft beer industry here was generating demand for high-quality malt,” Yan said. “American malt is favored by Chinese brewers because of its consistent quality and diverse varieties, and thanks to a newly established consumer base, the market is expected to expand to a value of roughly $1.5 billion by 2028.”
The trade show was highlighted by the appearance of U.S. Department of Agriculture Trade Show mascot Mei Mei, whose design was inspired by the Statue of Liberty. Mei Mei interacted with attendees, posed for photos and handed out Council materials to promote the use of U.S. agricultural products to Chinese consumers.
Alongside the growth of premium beers, craft beer has emerged as a significant force reshaping China’s beer landscape. The craft beer segment began to take off in the late 2000s, driven by increasing competition, shifting consumer tastes, and a rapidly evolving food and beverage culture that presents an export opportunity for U.S. growers.
“We have a positive outlook on the trajectory of craft brewing in China and our staff here expect to stay connected to the community through these malt programs, making accurate evaluations about industry trends and being prepared as the market expands its demand for U.S. malt,” said Manuel Sanchez, USGC director in China.
Learn more about the Council’s work in China here.
About The U.S. Grains Council
The U.S. Grains Council develops export markets for U.S. barley, corn, sorghum and related products including distiller’s dried grains with solubles (DDGS) and ethanol. With full-time presence in 28 locations, the Council operates programs in more than 50 countries and the European Union. The Council believes exports are vital to global economic development and to U.S. agriculture’s profitability. Detailed information about the Council and its programs is online at www.grains.org.