Coffee t&i 14 ch

亚洲的咖啡、茶与冰淇淋双月刊

Learn How to Reach The Goal with The CEOs in The Coffee Market

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EDITOR TALK

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CT&I SOCIETY

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COVER STORY Thailand’s Coffee Market Trend 2010

A bi-monthly magazine serving the coffee society in Asia

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SPECIAL REPORT Hanoi: The Old World Charm

By Brice Smith

Managing Editor Sam Tanadej Kamonchan

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THE GEORGE SABADOS METHOD What you are selling is customer satisfaction

Editor Sakuntala Samakkeetham

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NANATASSANA The History of Long Feng Teacafe

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MACHINE COMPANY Bravilor Bonamat: The Taste of Quality Worldwide

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COFFEE COMPANY Sensory Lab

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TEA TIME Finding Hong Kong’s Heart in A Tea Cup By Mark Beales

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HOT BEV Drinks for Your Sweet Valentines

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BARISTA TALK Japan Barista Champions 2009

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COFFEE ASSOCIATION China Coffee Association Beijing

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COFFEE SCHOOL China Barista Coffee (CBC)

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ICED AID Movenpick:The Art of Swiss Ice Cream

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CAFÉ DESIGN Zonar’s Cafe: The Best Greek Confectionery Wonders

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CAFÉ INTERIOR IDEA First Step to Your Ideal Design

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COFFEE TECHNIQUE Make Your Own Espresso and Cappuccino at Home

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CAFÉ AROUND THE WORLD Cat Café Calico,Japan

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TRADE SHOW CALENDAR

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TRADE SHOW TOUR Host 2009, Milan, Italy SC&TC 09,UAE FHC 09, Shanghai 2009 Taipei tea, Coffee&Wine Expo

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BARISTA CHALLENGE 2009 Ultimate Barista Challenge, Shanghai

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DAVINCI DISTRIBUTOR Charles Wembley

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PRODUCT NEWS

Art Director Suda Roonnok Blue Sky Books Team Supatcha Thipsena Bodin Amornpattanakul Ching Mei Wang Stella Hao Publisher Blue Sky Books 65/4-6 Soi Chokchai Ruammit, Wipawadee Rangsit Road, Jatujak, Bangkok 10900, Thailand Tel : 662 691 5891 fax : 662 691 5892 Email : info@blueskybooks.net www.coffeetandi.com Sales please contact : pim@blueskybooks.net Mobile : 668 2486 3588 Subscription please contact : oh@blueskybooks.net Mobile : 662 691 5891 Online Subscription now available Please visit us @ www.coffeetandi.com The contents of this publication may not be reproduced in whole or in part without written permission from the publisher

Elektra Belle Époque is impressively

an elegant room decoration in itself.

Italian espresso coffee machines since 1947 Mr. Wasan Harnpanich Mr Harnpanich, the owner of 2 Puff & Pie ses his shops in Kasemraj hospitals, proudly expresses impression on Elektra Belle Epoque and its superior perior elegant design that magically created his uniquee style he past 2 years made of coffee. Its ability and strength during the i l worth th every Baht.

B ht Elektra Belle Epoque trouble-free and impressively K2 Ltd., 65/4-6 Soi Chokechai Ruammit, Wipawadee-Rangsit Road, Kwang Jompon, Jatujak, Bangkok 10900 Tel. 02 276 5170 Fax. 02 276 5171 www.k2.co.th

EDITOR TALK

Continue your coffeehouse success through this year

It is time to come forward as the new editor after working behind the scene all along. I used to say “I am not the coffee expert, I am just fall in love with coffee”, but the quote wouldn’t be enough now that I am standing on the spot to present you with intense and interesting stories from every aspect of coffee around the world. I am ready and welcome any suggestions from the readers.

It is undeniable that the economic crisis and setback affected every area, even in the coffee, tea and ice-cream businesses. But who would have guess that all major coffee businessmen and women are saying that coffee businesses will surely grow in 2010. We had already hit rock bottom and now the only way to go is up for large businesses to small businesses. Catch our cover story to brighten your new year and be ready to move forward to push Thai coffee to the next step, the international stage!

In this issue, we also add some new columns to fulfill the reader’s satisfaction and share the experiences in every aspects of coffee industry.

现在是时候要一直在幕后工作的新编辑站出来说几句话了。我曾说 过“我不是咖啡专家，我只是爱上了它”，但是这句话已不足以表达 我对咖啡的感受了，现在我将在这里向大家全方位介绍世界上关于咖 啡的各种深入的有趣的故事。我很乐意并且欢迎接受读者们的建议。 无可否认，经济危机和衰退对世界的各个领域都产生了影响，连 咖啡、茶和冰激凌这些产业也不例外。但是谁又料想到所有咖啡业巨 头们竟会抛出“2010年的咖啡产业必定继续朝前发展”这样的话来。 我们已经陷入最困难的境地，而现在唯一的出路就是有待于把大生意 变为小买卖。来看看我们的封面故事，给你的新年增添一抹亮色。让 我们不断前行，使泰国咖啡业迈上一个新的台阶，在国际舞台上大放 异彩！ 本期我们同样推出了一些新的专栏来满足读者们的需求，这些专栏 将和大家一同分享有关咖啡产业各个领域的经历、体验。

Machine Company is a column for introducing you a variety of coffee brewing machines provider around the world.

咖啡机公司这个专栏将向你介绍许多世界范围内的咖啡机制造商 们。

Coffee School which let we follow every steps of coffee industry development through the coffee and barista school around the world.

咖啡学校 这个专栏向大家介绍世界上很多咖啡和百瑞斯塔学校，读 者将从中了解到咖啡这个产业是怎样一步步发展起来的。

Café Guide is a special column for Thai readers who searching for many interesting cafés to stop by abound the country. Also if you want to introduce your own café, please feel free to contact or send us an email.

In addition, any suggestions and comments from you will be taking seriously and inspire us for further improvement.

咖啡厅向导 是专为那些热衷于寻找、光顾全国有趣咖啡厅的泰国 读者们设立的。同样，如果你想要介绍自己的咖啡厅，你也可以联系 我们或给我们发电子邮件。 此外，我们将认真对待您的所有意见和建议，它们将激励我们不断 进步和发展。 Editor Sakuntala Samakkeetham pim@blueskybooks.net

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CT&I SOCIETY

Thai Barista Association of Thailand Conducts Coffee Cupping Workshop The Barista Association of Thailand will held a coffee cupping training session at Thailand Coffee, Tea & Drinks 2010 at MCC Hall, The Mall Bangkapi, Bangkok, Thailand between February 18-21, 2010. This training aimed to provide an opportunity for people interested in coffee cupping test to learn about coffee tasting techniques and information on coffee cupping to determine taste, flavor, fragrance, and aroma. For more information please contact info@kavinintertrade.co.th or visit www.thailandcoffee.net 泰国咖啡师协会将于2010年2月18日至21日举办咖啡杯测培训大会，地点位于曼谷的Bangkapi The Mall购物中心的泰国2010咖啡、茶 及饮品展会的监控化学品MCC大厅。这个培训旨在提供机会给那些对咖啡杯测感兴趣的人士，让他们去了解咖啡品尝技术和判断咖 啡味道、风味、香味及香气的咖啡杯测技术方面的信息。欲知详情，请发邮件到info@kavinintertrade.co.th或访问www.thaicoffee.net。

Nescafe Street Barista Project Nescafe saw the business opportunity in street vending and started the “Nestle Street Barista” project to offer a career for potential entrepreneurs. You can invest in 3 different type of outlets, a kiosk, a push cart, and a moped. All of the outlets you choose come with all the equipments and eye catching Nescafe decoration kits. Also, Nestle will provide the training needed to make the coffee, provide business consultation, and teach the new beverage menu with Nestle products. Anyone who is interested can apply for the low-interest loan from BAAC and please contact Nestle Professional call center; Tel. +662-657 8625 雀巢公司从街头贩卖生意中看到商机，启动了一个名为“雀巢街头咖啡师”的项目，旨在为一些潜在的创 业人士提供一种职业。有三种不同类型的销售点供你投资选择，分别是小卖部、手推车和助力车。无论你选择 哪种类型的销售点，你都要采用雀巢公司的设备和印有醒目的“雀巢标志”的装饰板。同时，雀巢公司将提供 有关咖啡制作方面必要的培训，商务磋商以及用雀巢产品指导制作饮料菜单方面的服务。至今，有大约4000位 创业人士携手雀巢，雀巢也计划将这一人数在2010年内扩大到5000人，因为公司相信店外的咖啡市场拥有良好 的发展潜力。 只要你感兴趣，就可以向BAAC申请低利息贷款，同时请拨打雀巢专业呼叫中心电话02-657 8625。

NYCC New York Cheesecake NYCC or New York Cheesecake flew straight from the Big Apple to satisfy cheesecake lovers in Thailand. It had its grand opening last year on 27 November under the concept, “Check out New York City in Bangkok” and located at CDC (Crystal Design Center) on Ramindra-Ardnarong road. The shop is stand alone style with outdoor space to attract young generation lifestyle. For more information please contact Nattakarn, email: jongjid@hotmail.com NYCC或者说是纽约芝士蛋糕公司来自纽约，满足了大批在泰国的芝士蛋糕爱好者们的需求。公司 于去年的11月27日盛大开业,”地点位于Ramindra-Ardnarong大道的CDC（水晶景设计中心）。公司提 出了“在曼谷感受纽约”的理念,其独立的户外空间风格吸引并影响着年轻一代的生活方式。来品尝一 下我们品种繁多的芝士蛋糕和精心挑选的饮料吧。我们用细心挑选的咖啡豆调制出我们的招牌咖啡， 各式各样的茶品令品茶爱好者大饱口福，可口的三明治更会让你感觉完美到无可挑剔。 欲知详情，请发送邮件到jongjid@hotmail.com 联系人Narrakarn。

Mövenpick Ice Cream Launches Two New Flavors Recently, Ms. Yaowapa Metmoulee, Country Business Manager has launched “Mövenpick Ice Cream – The Inspiration for Perfect Passion” to introduce two new flavors, White Chocolate and Tiramisu and to reinforce one of the Mövenpick Ice Cream key values; Passion for Gastronomy at the Pan Pacific Hotel on December 3rd, 2009. Joining the launch were celebrities such as Jariyadee Thammawit, Jay Spencer, M.R. Janladda Yukol and M.R. Mannarumas Yukol whose favorite ice cream is Mövenpick Ice Cream. The event also featured an Executive chef of Pan Pacific Hotel, Mr. Steve Van Remoortel who demonstrated assorted dishes inspired by ice cream that delivers exceptional tastes. Mövenpick Ice Cream is available in four or five-star hotels and top restaurants in Bangkok, Phuket, Hua Hin and Pattaya.

For more information please visit WWW.MOEVENPICK-ICECREAM.COM Movenpick冰淇淋是来自瑞士的高级冰淇淋激凌品牌。Movenpick冰淇淋在世界各地，包括泰国市场都得到 了广泛的认可。最近, 国家业务经理Yaowapa Metmoulee女士于2009年十二月3日在潘太平洋大酒店推出上市了 Movenpick一款名为“完美激情的灵感“的冰淇淋。这款冰淇淋激凌有两种新口味——白巧克力和提拉米苏，这 加固了Movenpick冰淇淋的核心价值观之一——热爱美食。出席发布会的名人有Jariyadee Thammawit, Jay Spencer, M.R. Janladda Yukol and M.R. Mannarumas Yukol，他们都是Movenpick冰淇淋激凌的忠实爱好者。潘太平洋酒店 的行政总厨 Steve Van Remoortel先生也特别出席了这次发布会，他在会上向大家展示了冰淇淋激凌给各类菜肴 带来的独特味道。 提拉米苏和白巧克力是Movenpick冰淇淋推出的最新口味,在此向那些热爱独特味道和超级品质的冰淇淋激凌爱好者们强烈推 荐。Mövenpick冰淇淋在曼谷、普吉、华欣、芭提雅的四、五星级酒店及顶级餐厅都有销售。欲知详情,请登陆WWW.MOEVENPICKICECREAM.COM。 6

COVER STORY

Thailand Coffee Market Which step should we take in 2010?

During the economic depression and fragile political stability of 2009, all businesses suffered setbacks and many jobs were lost, even the coffee business. The business growth was quite small when compared to the past 5 years. This could clearly be seen from the smaller number of orders from hotels, restaurants, and food courts, plus the regular customers were more conscious about their spendings and most of them started to reduce their coffee consumption.

The businesses had to adjust their marketing strategies to handle the situation and attract more customers. The strategies like membership and promotions make the customers feel that their cup of coffee are more valuable, thus, more enjoyable. After all, what they might need is a cup of excellent coffee as the reward during the hard time.

Even though there are some setbacks in Thai coffee business, it is one of the businesses that are moving forward. It helps people taste more variety of coffee and makes people realize about what they choose to drink. The western style coffee like Espresso, Latte, Cappuccino, and coffee art is gaining its popularity in Thailand, and cafés are being a part of city life as new café pops up every day. These cafés become the third home, other than the office and condo, for city people, and push the coffee business this far, so it is interesting to see where this high potential business will go on.

The challenges for Thai coffee business in 2010 Expected Demand for Thai coffee Graph

Importing high volume of coffee from oversea slows the development of Thai coffee and makes Thai coffee more expensive. However, we still have to import the oversea coffee because we have to consider the domestic demands as the main factor.

Mr. Weera Somboonwejchakarn, the president of VPP Progressive Ltd., and the owner of Café D’Oro said, “There is a small limitation in Thai coffee production that makes the world market not interested in it.

We used to export 5% of total world coffee 10 years ago, but the produce in southern Thailand dropped, so we have to import because the domestic supply doesn’t suffice the demand. And I don’t think there is enough motivation for Thai coffee to compete in the world market.”

Rather than the production problem, Thai coffee also faces with the challenge in the development of manufacturing processes. The quality of the coffee itself is good but it lacks the production control system for planting the coffee trees, keeping the product quality standard (GAT), pushing organic farming, to adding value to the product. Therefore, it is important to make farmers realize that produce standard is more important than the sale made.

AFTA ASEAN Free Trade Area (AFTA) is aimed to attract foreign investment and increase the potential of ASEAN products in world market by eliminating the taxes between members. This can reduce the development gap and increases trades between countries.

However, the produces that are sensitive to tax reduction will be exempted until 2010, and then the tax will be set to 0-5%.

Thai government is expected to reduce the coffee import tax to 5% and this will widely affect Thai coffee market. A business can choose to introduce cheap, low quality coffee to the market, or it can improve its product to premium grade by importing quality raw ingredients to blend in and increase its price.

Source: Office of Agricultural Economics and entrepreneurs From the graph, we can see that there is an increase in demand from the consumers. On the other hand, the businesses do not have the long term development to produce enough coffee, so Thailand has to import coffee from oversea to match coffee demand.

A factor that may cause this lack in supply may be from the high coffee produce that flooded the market and caused the drop in coffee price a couple of years ago. This price drop influenced the farmers to turn to other plants, and the government policy to reduced coffee plantation in southern Thailand to produce more profitable plants such as palm and rubber tree.

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Mr. Autsawin Kairasmi, CEO of Banrie Coffee, said “The free trade will open up many opportunities for businesses. They can choose to keep the same price and increase the value in other aspects such as improving the services and decorate the café to create more relaxing atmosphere. In addition, they can introduce new cheaper products like light, medium, and fancy coffee”.

“The competition in coffee market is quite high. We need to develop and adjust our products all the time to satisfy the customers as much as we can, including product variety, and control the cost without losing the quality while maintaining the same price”, Ms. Parichart Greenwood, marketing manager of GFA Cooperation (Thailand) that own Coffee World Restaurant and Café franchise, also share the similar opinion.

“In the coffee wise developed countries, they will focus on the quality of coffee and import many different coffee beans to blend. They can create

COVER STORY

the best coffee by using the best ingredients without having to worry about import tax. In contrast, we still have import tax to worry about. The cost of importing green beans would decrease if the free trade area is in place, and we can improve our coffee in an acceptable price to give the customers the best” Mr. Witoon Sila-On, managing director of Bluecup coffee, added.

However, it would be difficult for the business to compete in the price war, because AFTA will bring in more competition while Thai labour and coffee cost are still high when comparing to the neighbours. The AFTA will bring in cheaper coffee with the same quality, and would push Thai coffee to evolve from community grade to premium grade coffee.

Mr. Meechai Amornpattanakul, chairman of Thai Barista Association and K2 executive said, "The farmers will be directly affected if they don’t improve the produce quality. This improvement can be carried out easier if the farmers change their point of view and discipline, because Thailand already have better public utility structure and supporting institutes such as the Department of Agriculture and The Doi Tung Royal Project".

AFTA also influence foreign coffee chain to invest because the raw ingredient import cost is lower. The advantages in quality and international brand awareness will be an excellent factor to attract foreign and domestic customers. This is another factor to stress out the importance in improving the quality of Thai coffee to get the consumer’s trust.

On the other hand, the consumers have to adapt themselves to the changes as well. The consumers must take interest in where the coffee bean comes from, not just worry about the caffeine level, because AFTA will allow low quality foreign coffee to come in. These coffees may be kept wrongly and may contain OTA (Ochratoxin A) which can cause cancer if consume.

Government policy, help and aid The government should introduce clear policy to protect the consumers, and this policy must focus on the safety of the consumers from OTA. For example, set the limitation of defected coffee beans and contamination percentage in the imported coffee. An agency should be introduced to inspect the low quality coffee from other countries. This type of agency will set up the standards for businesses to comply with and push our development to match with the world standard.

Moreover, the government should support and set up coffee farmer association to keep the coffee standard, induce cooperation between farmers, and build up the negotiation power directly to the farmers.

“If the government has the fund to set up the local coffee farmer association and help with the logistic, the farmers will be more efficient and create better produces. For example, the government can help with the produce transportation and fuel cost in the northern mountainous areas where a lot of coffee is grown. These areas are hard to access and have high transportation cost which the farmers can’t afford, and sometimes the traders push the price down too far. But with the government help, the farmers can transport their produces to the roasting facility and increase their income” 10

Mr. Prawit Jitnarapong, Beantrepreneur and Black Canyon CEO suggested.

Ms. Sumolpin Chotikapookana, marketing and communication director of Starbucks Coffee (Thailand) also said, “It is vital to see the importance in the farmers and the coffee farmer community in order to get enough quality produces to suffice the consumer’s demand. Starbucks has the project to support the northern Thai Arabica coffee farmers under the name Muan Jaii Blend. We buy the produce at the higher than market price, and some income from Muan Jaii coffee will go back to the farmers” Rather than rolling out the policy to protect the consumers and supporting the manufacturing structure. “The government units like Doi Kum and Doi Tung Royal Projects should represent Thai coffee in a competition to get the foreign interest in our coffee, because Thai coffees in world stage are, currently, private brands only”, Mr. Autsawin added.

Even though we can’t compete in the world market in the sense of product quantity because there is not much suitable terrain for coffee plantation, but it is still important to develop Thai coffee brand.

We can push our coffee beans to compete in the quality coffee market, especially the Arabica coffee beans grown in the northern part of Thailand.

Mr. Meechai also emphasized that "This is the point that must be changed. The government must not focus on the quantity of the produce, but focus on the profit that will go to the farmers instead. Farmers can produce large quantity of coffee beans and still make a loss, but farmers can produce fewer coffee beans and make a profit if they focus on the quality.

When we think about quality, we won’t take quantity into much consideration, and the price will increase together with the quality" The government should not consider coffee to be just a normal agricultural produce because coffee has special characteristics. It blends in with people lifestyle and we can use the origin of the coffee to promote marketing like wine, which the origin and the manufactured year are the factors that consumers pay special attention to. This is because the coffee that grows in different area and time will offer its own unique characteristics, unlike fruits where we can only say which country it is from. Hence, Thai coffee will have its own uniqueness to offer to the market and develop the lasting coffee industry here if the government is ready to support.

In conclusion, the government needs to have a clear policy to lead the coffee business, and every department such as the Ministry of Agriculture, Ministry of Commerce, and Ministry of Industry must work together. The cooperation would ensure the efficiency of all processes to develop Thai coffee and the private businesses won’t have to compete in the market by themselves like they are nowadays.

Thai Coffee Market Direction in 2010 Despite all the setbacks and challenges, most of the entrepreneur believes that this year the coffee business will grow more than last year. There are some indications that the worst of the economic crisis had passed. Some companies in the auto industry and property industry are bouncing back and paid out bonuses at the end of last year, so the food industry is expected to catch on to the recovery as well.

COVER STORY

“I believe that all the opportunities for coffee business to grow are still open. Thailand has good produce and manufacturing processes, plus our café management is as good as the foreign coffee chains. The investment from the foreign chains would not scare us. If we have strong principle, we can keep our customers and lead Thai coffee businesses to grow”, Mr. Weeradej stated.

Ms. Sumolpin expressed Starbucks’ view as, “Thai coffee market is very competitive and it is important for the customers to have faith in our brand. The customers now are more careful and smarter at getting the most for their money. Although we have the advantage on brand awareness, but if we don’t provide good product and service for your money, then we fail to respond to your need”

Ms. Parichart commented that, “The competition this year is expected to rise with the expansion in some segments of the market like the instant coffee and coffee for health conscious consumers. This causes premium coffee business to concentrate more in marketing, and find new strategies to effectively reach our target customers and increase the market share”.

These are some anticipations from important figures in Thai coffee business, and only time can tell if the business can go in the expected direction. Nevertheless, Thai coffee had been growing all these years and the Coffee T&I team thinks that there are many opportunities for Thai coffee to develop and Thai cafés to grow. We can see this in big cities where the existing cafés expanded and new cafés are opening. This is a clear sign telling us that Thai coffee market is moving forward and will not stop growing.

This growth expectation influence the coffee chains to plan their expansion and started the location war, especially in the petrol station where the cost is lower than shopping mall and the café can open for 24 hours. The petrol stations in focus are the ones on main roads to reach large number of customers.

“The shopping malls are slowing down their expansion so Black Canyon turns to petrol stations, and now has more than 40 petrol station cafes.

These cafés attract customers who don’t like shopping malls to come and try new coffee, which is the strategy to give the target market the easier way to get to our coffee”, Mr. Prawit added.

Beside the plan to open new cafés, many coffee chains plan to expand their target customers to attract the 18-25 years old customers.

Previously, the only target customers are the working adults, but now the business sees the potential in the young adults as their lifestyles involve coffee every day. For instance, they may want a morning coffee before class, or a cup of coffee at night to keep them up and study longer. Coffee chain like Bluecup changes its logo and packages to look more contemporary, while Café D’Oro changes the café decorations and setup trips and photo activities to get the new target customers involvement as the strategy for attracting the new customers.

The overall of Thai coffee market in this year seems to develop especially in the premium segment, despite the large instant coffee segment value which is double the premium market value, but doesn’t gain much growth. The growth in premium segment would be the result of the consumer behavior that tends quality coffee and western style coffee, plus factors that will push Thai coffee to be premium product.

Mr. Witoon said “Most of the cafés use roasted ground coffee beans as they are, obviously, better than instant coffee, so it is a growing market. It is up to Thai people how much they are willing to spend on a cup of coffee. There are many grades of coffee to choose from and the consumers are starting to improve their knowledge about coffee and separate the taste” Important Adjustment in Thai Coffee There will be many factors that affect Thai coffee market in 2010 so we need to adjust to these changes, “We can focus on the superior freshness over imported coffee because imported coffee needs around 45 days to be shipped here and have the “best before” age of 2 years. In contrast, Thai coffee is transported straight from northern Thailand, measure the moistness, and roast. The whole process takes about 25 days at Banrie Coffee, so the difference in freshness is a lot and fresher coffee means more aroma and better taste” , Mr. Autsawin explained.

In addition to the freshness advantage, Thai cafés can adjust to consumer’s taste and trend quicker than the foreign coffee chains which need to refer to the policy from oversea headquarter. For example, we can observe the changes in consumer behavior or we can decorate the café to suit the target customers. If we use these advantages together with market strategies, it would not be difficult for Thai market to compete in the world stage.

Mr. Meechai commented that, “Thai coffee has the potential to present itself as quality coffee to the world. We only need to add marketing and create the brand, because Thailand is well-known for its services. We can compete in the world with our smiles and fresh ingredients, or sell Thai culture together with the coffee”

在经济萧条、政治动荡的2009年间，所有业务都遭受 到了打击，许多人因此而失业，甚至连咖啡业也不例外。 其业务增长与过去的5年相比少之又少。下面这些表现就 是最好的证明。这一年，来自酒店、餐厅和美食街的订单 减少了，那些固定客户也更加在意他们的消费支出，他们 中的大多数人开始减少自己在咖啡上的消费了。 为应对这种局面，公司不得不调整营销策略以吸引到更 多的客户。像会员和促销策略可以使顾客觉得其购买的咖 啡物超所值并且给他们带来更多的乐趣。毕竟，在这个经 济萧条时期，他们可能需要一杯上等的咖啡作为回报。 尽管泰国的咖啡业也受到了一些冲击，但是像其他一些 行业一样，仍是有所发展的。它让更多的人品尝到更多种 类的咖啡，也让人们更加用心的选择要购买的饮品。在泰 国，西式咖啡如浓缩咖啡、拿铁、卡布奇诺和咖啡拉花艺 术受到了广泛的欢迎。每一天都会有新的咖啡厅出现，因 为去咖啡厅休闲娱乐已成为了人们城市生活的一部分。对 于在都市生活的人们来说，咖啡厅就是他们除了办公室和 公寓以外的第三个家。所以，继续推进咖啡业的发展，我 们将高兴的看到这个行业巨大的发展潜力及其发展前景。 11

COVER STORY

2010年泰国咖啡业面临的挑战

60,000

泰国咖啡预期需求量图表

ตัน

55,000 50,000

ผลผลิต ความตองการใช

45,000 40,000 35,000

47/48

48/49

49/50

50/51

51/52

ป

来源：农业经济学和企业家办公室

从图中，我们一方面可以看出消费者需求的增长，另一 方面，就是我们行业生产出的咖啡还不足以实现其长远的 发展。泰国仍需要依靠进口来满足消费者的需求。 导致其供应不足的因素可能在于，两年前咖啡生产出现 了供过于求，这导致了其价格的下调。价格的下调又影响 到农民转为种植其他农作物，政府也出台了相关政策要求 减少泰国南部地区的咖啡种植，多种植一些棕榈树、橡胶 树一类可以带来更多利润的经济作物。 咖啡的大量进口使泰国咖啡业自身的发展速度放缓，咖 啡的价格上涨。但是我们仍旧需要从国外进口咖啡，原因 是我们必须首要考虑国内的需求。 身为VPP Progressive有限公司的主席和D’Oro 咖啡厅的 经理，Weera Somboonwejchakarn先生说:“泰国咖啡的生 产遇到了一个小阻碍，那就是国际市场对我们生产的咖啡 并不感兴趣。10年前，我们出口的咖啡曾占到世界总量的 5%,但是泰国南部的生产减少了，所以我们不得不依靠进 口来满足国内的需求。并且，我认为泰国的咖啡不具备足 够的动机去参与国际市场上的竞争。 除了生产问题,泰国的咖啡在生产过程中也面临着挑战。 咖啡本身的质量是好的,但在生产过程中缺少必要的系统去 监控咖啡树的种植，产品质量标准的保证（GAT）、有机 耕种的推动以及产品的增值。因此，让农民意识到生产标 准的重要性远大于产品的销售这一点是十分重要的。 中国-东盟自由贸易区 中国-东盟自由贸易区(AFTA)的宗旨是吸引外商投资,通 过免除东盟成员国间的税收，提高其产品在国际市场上的 潜力。这可以减少国与国之间的发展差距，加强彼此间的 贸易往来。但是，到2010，产品的税收就将被减免，然后 税收将被控制在0-5%的范围内。

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泰国政府预计会降低5%的咖啡进口关税,这也会大范围 的影响到泰国自身的咖啡市场。企业可以选择引进廉价、 低品质的咖啡,也可以通过进口优质原材料加以混合来提高 其产品的档次，提高售价。 Banrie咖啡首席执行官Autsawin Kairasmi先生是这样说 的，“自由贸易将开辟更多的机会。经营者都可以选择保 持产品原价并且在其他方面进行增值,例如提高服务水平， 装饰咖啡厅以营造更轻松的氛围等。除此之外,他们还可以 引进新的在价格上更为低廉的产品,如 加入很多牛奶的 浅咖啡、中咖啡和花式咖啡。” “（咖啡市场上的）竞争是相当激烈的。我们需要时刻 提高和调整我们的产品以期最大限度的满足我们的客户， 这包括丰富产品的种类以及在维持原价的基础上控制生产 成本保证产品质量。”泰国GFA Cooperation公司的市场经 理，并同时拥有Coffee World Restaurant 和Café franchise的 Parichart Greenwood女士也持有相似的观点。 “在咖啡产业发达的国家,他们最看重咖啡的质量并且会 进口许多不同种类的咖啡豆混合在一起。他们会用最好的原 料创造出最好的咖啡,而不必担心进口关税问题。相反,进口 关税仍然是我们要担心的问题。如果是在自由贸易区内，我 们就可以降低进口咖啡豆的成本，同时改善我们的产品，以 消费者可以接受的价格带给他们最好的咖啡享受。” Bluecup coffee 的总经理，Witoon Sila-On先生这样补充道。 然而，对于企业来说，要想在价格战中胜出将并非一件 易事，因为当下，泰国的劳动力及咖啡的成本仍然高于邻 国，东盟自由贸易区将给泰国带来更多的竞争。AFTA将 带来具有相同质量但是价格更为低廉的咖啡，这将推动泰 国咖啡由现在的大众档次向高档次转变发展。 泰国百瑞斯塔（咖啡师）协会主席Meechai Amornpattanakul先生说,“如果农民不提高其产品质量的话，他们 将直接受到影响。当然，如果农民们可以改变他们的观念

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COVER STORY

和方法，这种改进是很容易办到的。因为泰国有很好的诸 如农业部和Doi Tung皇家项目这样的公共事业结构和支持 机构。” AFTA也同样会影响外国咖啡连锁店的投资,因为原料进 口成本降低了。质量和国际品牌知名度上的优势将成为他 们吸引国内外客户极其有利的一个因素。这也是我们强调 要提高泰国咖啡品质来获得客户信任重要性的另一原因。 另一方面,消费者也不得不适应这种变化。消费者将不仅 关注咖啡因的水平，还要留心咖啡豆的产地问题了。因为 AFTA将允许低质量的外国咖啡进入市场。这些咖啡可能会 存放不当,并含有OTA(赭曲霉毒素Ａ)这种致癌物质。 政府政策、帮助、援助 政府应该出台明确的政策来保护消费者,并将重点放在保 障消费者免受OTA危害上来。例如,对进口咖啡中的残次品 和受污染程度进行限制。我们应该设立一个机构负责检查 外来低质量咖啡。这类机构将为企业制定适合企业发展并 能推动其发展达到世界水准的标准。

咖啡市场上参与竞争，特别是那些种植在泰国北部地区的 阿拉比卡咖啡豆。 Meechai先生也同时强调,“有一点,我们必须改变。政 府应该重点关注的不是生产数量，而是农民可以得到的 利润回报,。农民们生产出了大量的咖啡豆但是还是亏损, 相反，如果他们能够把重点放在提高产品质量上来，那 么就可以从产出的虽然少量咖啡豆中获利。当考虑到质 量的时候，我们不会过多的关注数量问题,而且价格也会 随着质量的提高而提高。” 政府不应仅仅把咖啡当做是一种普通的农产品，因为 咖啡有其特殊的特点。它已经融入到人们的生活，我们可 以像酒类市场销售一样，拿咖啡的产地做些文章，促进销 售，因为产地和出产年份会是消费者要特别考虑的因素。 这是因为咖啡的种植地点和出产年份不同，其自身特点也 就不同，不像水果，我们只会说某种水果是从哪个国家进 口的。因此，如果政府愿意支持，泰国咖啡会以其独到之 处在市场中占得一席之地，并发展持久的咖啡产业。

此外,政府应该支持并建立咖啡种植农民协会来保证咖啡 的标准,引导农户间合作,为农民建立起直接的协商力量。 “如果政府拨款设立了当地的咖啡种植农民协会并且协 助搞好物流,农民们将更为有效地创造出更好的产品。例如, 在种植了大量咖啡豆的北部山区地区，政府可以帮助解决 生产运输和燃料成本问题。这些地区由于交通不便而且运 输成本高，农民承担不起，商人们有时会把价格降到很 低。但是有了政府的帮助,农民们可以将他们的产品送到烘 焙设备上，增加收入。” 咖啡豆企业家兼Black Canyon公司 首席执行总裁Prawit Jitnarapong先生提出了这样的建议。 在星巴克（泰国）担任营销和通讯主任的Sumolpin Chotikapookana女士还说:“看到农民和咖啡种植农民协会的重 要性是至关重要的，因为这可以使我们得到足够的高品质 产品来满足消费者的需求。星巴克有一个以Muan Jaii Blend 名字命名的项目来支持泰国北部阿拉比卡豆地区的咖啡种 植者。我们以高于市场的价格购买他们的产品，并且Muan Jali项目的部分收入还将被返还给种植者。” 除了推出政策来保护消费者和支持配套生产结构，“像 Doi Kum 和Doi Tung Royal Projects这样的政府单位应该在 大赛中展示泰国的咖啡，让国外市场对我们的咖啡产生兴 趣，因为当前泰国的咖啡在国际舞台上还只是泰国自己的 品牌而已。”Autsawin先生补充道。 尽管没有太多适合咖啡种植的地形，我们的产品因为 数量有限无法在国际市场上胜出，但是打造泰国咖啡品牌 仍然是很重要的。我们可以把我们的咖啡豆拿到高品质的 14

综上所述,政府需要一个明确的政策引导咖啡产业运作, 并且各个部门如农业部、商务部、工业部必须携手合作。 这个合作将确保我们开发泰国咖啡过程中的成效，私营企 业将不必像现在这样单枪匹马在市场上竞争了。 泰国咖啡市场动向 尽管经历了这么多的挫折和挑战,大多数企业家仍然认为 今年的咖啡生意与去年相比会有所增长。一些迹象表明,最 严重的经济危机已经过去。一些有关汽车业、房地产业的 公司正在回暖，并于去年年底发放了奖金，所以，预计食 品业也会相继复苏。 “我相信利于咖啡产业发展的大门依然为我们敞开。泰 国有良好的产品和制造工艺,再加上我们有可以与国外咖啡 连锁店媲美的咖啡厅管理。国外连锁店的投资不会吓倒我 们,只要我们坚持自身原则,就可以留住属于我们自己的客户 群，带领泰国咖啡业发展起来。”Weeradej 先生说。 Parichart先生评论说,“今年竞争的升级有望扩大一些细 分市场的发展，如速溶咖啡和一些有益健康的咖啡饮品。

COVER STORY

泰国咖啡的重大的调整 很多因素会影响到2010年的泰国咖啡市场,所以我们需 要去适应这种变化，“我们可以把重点更多的放在那些超 级新鲜的本土咖啡上来而不是进口咖啡上，因为进口咖啡 需要大约45天的时间才被运到泰国而且最好是两年以前出 产的。相反,泰国的咖啡直接从泰国北部运输过来，有合 适的湿度并经过很好的烘焙。整个过程在Banrie大约需要 25天,所以咖啡在新鲜度上的差异很大，越新鲜的咖啡就 意味着会有更多的香气和更好的味道。”Autsawin先生做 了这样的解释。。

这致使优质咖啡生意把更多的目光集中到市场销售上，并 找到新战略以有效的达到目标客户，提高市场份额。 这个增长预期影响了咖啡连锁店开始计划自身的拓展 事宜并着手于营业地点的争夺，尤其是加油站的位置，因 为这里的成本低于购物中心而且咖啡店可以24小时营业。 这里所说的加油站主要指的是那些在主要道路上的有很多 顾客光顾的那种。

除了新鲜度上的优势，泰国咖啡可以适时调整以适应顾 客的口味并且不必像那些外国咖啡连锁店需要参照海外总 部的政策，因此适应形势的速度也就更快一些。例如，我 们可以看到消费行为的变化或是可以通过装饰布置咖啡店 来迎合我们的目标客户。如果我们将这些优势与营销战略 结合起来，泰国咖啡抢占国际市场将不是一件难事。

“购物中心的扩展速度正在放缓，因此Black Canyon公 司把目光投向了加油站，并已拥有了超过40个位于加油站 的咖啡店了。这些咖啡店吸引了一些不喜欢购物中心而喜 欢尝试新式咖啡的客户。这个战略使目标市场更容易选择 我们的咖啡。”Prawit先生做了这样的补充。 除了计划开设新店以外，许多咖啡连锁店计划扩展他们 的目标客户，吸引那些年龄在18-25岁的客户前来光顾。 在此之前，他们唯一的目标客户就是那些上班族，但是现 在公司从年轻人身上看到潜力，这缘由咖啡已成为他们日 常生活的一部分。例如，每天上课之前他们可能会要一 杯咖啡，或是为了晚上熬夜学习他们可能也会喝一杯。像 Bluecup这样的咖啡连锁店改变了他们的商标和包装，使 自己看起来更加具现代气息，而D’Oro咖啡店则改变了 店内的装潢，新设了旅行和摄影活动来吸引新客户成为自 己的目标客户。 从泰国整体咖啡市场发展来看，今年的高端市场有所增 长。尽管庞大的速溶咖啡的市场利润是高端市场的两倍， 但是并没有太多的增长。高端市场的增长可能缘由消费者 对优质咖啡和西式咖啡的倾向，这会是推进泰国咖啡向优 质产品转变的一个因素。 Witoon先生说:“大多数咖啡店使用的是经烘焙研磨的 咖啡豆,很明显,好过速溶咖啡,所以它是一个正在增长的市 场。这取决于泰国人愿意花多少钱喝上一杯咖啡。有许多 等级的咖啡可供选择,消费者已经开始提高自己对咖啡的认 识和并区别它们的味道。”

Meechai先生评论说,“泰国咖啡具有把自己打造成优质 咖啡打入国际市场的潜力。我们只需增加市场营销和打造 自己的许品牌,因为泰国的服务业是世界闻名的。在国际 市场中，我们可以用微笑和新鲜的原料作为竞争的筹码， 或是在出售咖啡的同时出售我们的泰国文化。” Sumolpin女士代表星巴克发表了观点,“泰国咖啡市场 的竞争非常激烈,做到让顾客信任我们的品牌这一点十分 重要。现在我们的顾客比以往更加谨慎聪明的利用手中的 钱了。虽然我们在品牌知名度上拥有优势,但如果我们不 为客户的消费提供好的产品和服务,那么我们就无法满足 你的需求。” 从泰国咖啡经营中的一些重要数据中我们会有很多的 预想，而只有时间可以证明这个行业是否可以朝着预期 的方向发展。然而，泰国咖啡在近些年中一直没有止步不 前，Coffee T&I杂志咖啡团队认为有很多机会有利于泰国 咖啡的发展和泰国咖啡厅的成长。这些从大城市里现有咖 啡店的发展和新咖啡店的开设中可以看到。一个清晰的迹 象表明，泰国的咖啡市场是向前发展，不会止步的。 15

SPECIAL REPORT

Hanoi: The Old World Charm

By Brice Smith A Day in the City Once called the "Paris of Asia," French Colonial architecture, and culture, still dominates the Hanoi cityscape. Thin, but tall, colorful houses and shops look down onto tree-lined streets filled with men and women hawking every good imaginable. Pot-bellied merchants sell fresh French Baguettes along narrow streets for a mere 8,000 Dong (about USD .40). Old women sell arrays of colorful bouquets of flowers in push carts and stalls.

Motorcycle taxis (called 'Xe Om') sit and wait on every corner, eager to whisk you away to any destination you desire...for a small fee.

Simple things, like getting a haircut, take on a new charm. Barber’s giving the most basic of hair cuts idle on the streets throughout the day with their mirrors and kits, hoping for a customer in between glasses of cheap tea.

Crossing the street among the army of motorbikes can seem like a life and death situation.

Hospitality The streets of the famous and historical 'Hoan Kiem District' are lined with street side coffee shops, small cafes and restaurants, bustling with locals and tourists. Some of the most charming are the street side coffee shops. Do you remember those tiny stools you used in Kindergarten? Well those are what you sit on when you visit one of the street side cafés. The stools stand about 30 cm high, I myself weigh more than 90kg, which is giant-like to these people, so the shop owners make me use a minimum of 3 stools out of fear.

Unlike in the South, good quality service is still a somewhat of a radical new idea in Hanoi. The best way to get service is to scream your order as loud as you can over to the server and if you are lucky, you will get what you ordered. The glass looks like it was freshly washed...last week. Smiling is somewhat of a rarity, so you are one of the lucky ones if you get a smile. To foreigners, this seems like horrible service, but to Hanoians, it's just normal, so we can't hold it against them by any means.

Putting aside the cultural differences, a local cafe can be a great spot to just sit and relax.

Many locals just go for the socializing atmosphere rather than for the products or service.

This can be frustrating experience for tourists since this is almost the exact opposite reason one would go to a cafe in Western societies.

But I ask all of you tourist to please be patient and understanding. Hanoians are generally good people, their personalities are just very introverted.

Coffee Consuming Ordering a coffee at one of Hanoi's charming street side cafés is not a difficult choice.

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The coffee drinks come in four ways: Ca Phe Den (black coffee), Ca Phe Sua (coffee with sweetened condensed milk), Ca Phe Den Da (black coffee with ice), and Ca Phe Sua Da (coffee with sweetened condensed milk and ice). The prices are reasonable, anywhere between 12,000 and 20,000 Dong (USD .60 to USD 1). The most common form of preparing these drinks is by use of a "Phin."

A Phin is a small coffee filter in which coffee is placed inside a round container that fits over the cup while hot water is poured into it. After about 6 hours of waiting (that's what it feels like anyway) the Phin produces about 4 ounces of a thick, dark substance.

Depending on the type of coffee, this can make it very sweet or very bitter. Most locals order 'Sua' (with milk) or use sugar. I don't use sugar or milk. I'm sweet enough already.

Specialty Coffee Business in Hanoi Hanoi's "Specialty" coffee market is still relatively undefined and immature, unlike its

Southern counterpart, Ho Chi Minh City. It is slowly starting to take off though. Organics are slowly becoming known and used. Many Organic and natural certification processes are taking place. Highlands Coffee was started by a Vietnamese American who introduced modern drinks such as Espresso and Cappuccino.

Many foreign coffee companies have taken up shop here such as Gloria Jeans and Segafredo, which have helped create more market demand of specialty drinks. There are also many foreign owned independent specialty coffee companies emerging such as Charles Wembley which specializes in coffee and kitchen equipment and Punto Italia, an Italian company which specializes in Italian Espresso coffee and features the widest range of quality Italian made Espresso Machines.

The North and the South of Vietnam are still very different. Some of the differences have often hindered the development of Hanoi for quite some time. One large problem in

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Hanoi is the lack of the ability to keep commitments. I myself have witnessed this first hand. There is rarely any trust among businesses here, so even if a contract is made between two parties, it is often broken or not fulfilled.

The Future of Specialty Coffee As the average income in Hanoi rises, I think we will see a lot more patronage and specialty coffee consumption. The response as far as the demand for specialty coffee is here, but at the time being, only wealthy can enjoy on a regular basis, and the middle class can enjoy occasionally. The regular working class might only enjoy 4 or 5 times per year. So the future of the specialty coffee industry is largely dependent on the future performance of the private sector as a collective.

This is the response I received from Mr. Giorgio Vergano of Punto Italia after asking him what he thought of the future of specialty coffee in Hanoi: "By looking at the surrounding countries, the taste for the authentic Italian Espresso and the growth of the specialty coffees prepared with espresso we can expect that also Vietnam and Hanoi in particular will have an increase in consumption. The big difference in taste, presentation and especially the appeal of these drinks as a trendy modern concept will find more and more consensus among the Hanoians that with the time and higher incomes will enjoy better."

Keeping its History Hanoi is a rapidly growing city that is still clinging to its roots. A city that is almost 1000 years old has seen a lot of its time.

Over the millennium, the city has taken bits and pieces of different cultures through the invasion, colonization, and conflicts it has endured. As Vietnam struggles to evolve from Communism to Socialism to Capitalism, the city of Hanoi is desperately trying to be a contender while keeping its cultural charm. So the million dollar question is: Can Hanoi develop in the modern world while still keeping its historical charm? Or the bigger question is: Will Hanoi be willing to give up its history in order to develop? Only time will tell.

越南的河内，曾一度享有“亚洲巴黎”的美誉，法国殖民时期的建筑、文 化在这个城市留下了深深的烙印，至今仍为其城市风光最主要的特点。林荫 道两旁是稀疏但却高大的、五颜六色的房子、商店，街头到处是兜售着各类物 品的男男女女。狭窄的街道上，大腹便便的商贩们叫卖着新鲜出炉的法国棍式 面包，且每个售价仅为8，000盾（约合0.4美元）。年老的妇人们则在手推车和 货摊上兜售大把大把五颜六色的鲜花。一辆辆摩的（在当地被称作’Xe Om’ ）停靠在街角，等待着搭载客人迅速到任何想去的地方，且价格低廉。诸如理 发这样的事在这里却呈现出一番新景象。理发师们没有繁杂的装备，有的仅是 一面镜子和一些理发工具而已。他们整天懒散的坐在大街上喝着一杯杯廉价的 茶，等待着为顾客提供最基础的理发服务。在一辆辆飞驰而过的摩托车之间穿 越马路是一件很危险的事情，车祸时有发生。 热情好客 坐落着著名历史景区“还剑湖”的街道上穿梭着熙熙攘攘的当地居民和游 客，街道两旁是一些咖啡店、小咖啡厅和餐厅。这其间最吸引人的要数街边 的咖啡店了。还记得你在幼儿园里用过的那些小凳子吗？那些就是你走进这 些咖啡店时要做的凳子。这些凳子大约30厘米高，而我的体重则超过了90公 斤 ，远远超出了一般人的体重，所以出于担心，店主给了我至少三把那样的 小凳子来坐。 与南部地区不同的是，优质服务在河内仍是一个有些新鲜的概念。在这里， 获得服务最好的方法就是冲着服务生高声喊出你的要求，幸运的话，你会得到 你想要的。这里的玻璃杯看起来像是上个星期新洗过的。微笑也是难得一见 的，所以如果有人给了你一个笑脸，那你绝对是幸运的了。对于外国人来说， 这里的服务可以说是糟透了，但是相对于当地人，这些都再普通不过了，所以 我们不能以任何方式向他们提出不满。 抛开文化差异的因素，如果只是想找个地方放松一下的话，当地咖啡厅算 是一个很好的地方了。许多当地人去咖啡厅追求的仅仅只是一种社交气氛而 并非那里的产品或是服务。这或许会令来到这里的游客们大失所望，因为在 西方社会，人们光顾咖啡厅的原因与这里是截然相反的。但是，我请各位游 客对此多一些耐心与理解。因为总体来说，河内人都是很好的，只是他们有 些内向而已。 咖啡消费 在河内任意一家迷人的街边咖啡店点一杯咖啡都并非难事。这里的咖啡饮 品分为四种：Ca Phe Den(黑咖啡)，Ca Phe Sua(咖啡加甜炼乳)，Ca Phe Den Da( 加冰黑咖啡)和Ca Phe Sus Da(咖啡加甜炼乳加冰)。而且这边的价位很合理，无 17

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论哪家咖啡店，价格都是在12，000到20，000盾之间(约合 0.6美元至1美元)。这里的咖啡最常见的做法就是使用一个 叫做“Phin”的装置。这里说的Phin是一种小型咖啡过滤 器。人们将咖啡放入过滤器内的圆形容器内，当倒入热 水时，这个容器要放在杯子之上。等上大概6个小时之后 （不管这会是一种什么感觉），Phin会产出一种大约4盎 司重的浓稠的黑色物质。根据咖啡的类型，人们会把这 种物质弄得很甜或是很苦。大多数当地人会加些“Sua” （也就是牛奶）或是糖。我不加糖也不加牛奶。因为我 本人已经足够甜了。 河内的極品咖啡生意 和南部的胡志明市相比，河内的“極品”咖啡市场还比 较不明朗、不成熟，尽管它正在慢慢开始起步。有机食品 正被人们逐渐认识和使用。许多有机产品和天然产品的认 证程序也在进行之中。高原咖啡的创始人是一名越南籍美 国人，他还引进了许多现代饮品,如浓缩咖啡和卡布其诺。 许多外国咖啡公司已经在河内开店经营，比如说来自澳洲 的Gloria Jeans公司和意大利的Segafredo公司，这些品牌帮助 创造出了更多对特种饮料的市场需求。同时，许多外国極 品咖啡独资公司也悄然兴起，如专业从事咖啡及厨房设备 的查尔斯温布利公司以及专门从事意式浓缩咖啡及各类品 质意式浓缩咖啡机的Punto Italia公司。

越南北部与南部之间依然存在着很大的差异。有些差异 已经在相当一段时间内阻碍了河内的发展。一个大的问题 就是河内缺少那种履行承诺的能力。我自己就曾亲眼目睹 过这类情况并拿到了第一手资料。在这里，企业之间很少 有信任可言，所以即使双方当事人已经签署了合同，这种 关系也经常会破裂或是不尽如人意。 極品咖啡的未来发展 随着河内人均收入的提高，我想我们将看到更多的人 光顾、购买極品咖啡。就对極品咖啡的需求而言，结果 应该会是这样。但是随着时间的推移，只有那些有钱人 可以真正做到经常购买，中产阶级们也只能偶尔品尝一 18

下，而工人阶级则可能只会每年购买4至5次。所以，極 品咖啡业的未来发展很大程度上取决于各个私营部门整 体的未来表现。 这是我向Punto Italia公司的Giorgio Vergano先生询问有关 他对河内極品咖啡业未来发展的看法时所得到的答复。 借鉴我们周边国家的经验，我们完全可以预期对纯正意 大利浓缩咖啡以及其他極品咖啡的消费在整个越南，特别 是在河内，将得到增长。现如今，在口味、演示，尤其是 把对这些饮品的需求当做一种现代时尚的理念这些方面大 的差异，将得到越来越多河内人的共识，并且随着时间的 发展和收入的增长，人们对極品咖啡的需求会越来越大， 其销量会越来愈好。 保存历史 越南河内在快速发展的同时，也保留了其自身的一些传 统。这个城市已经有差不多1000年的历史了。这一千年以 来，,这个城市遭遇了被侵略占领、被殖民统治，以及至今 仍持续的冲突，这使得外来文化在这个城市多多少少留下 了一些痕迹。在越南力求做到从共产主义到社会主义再到 资本主义的演变过程中，河内也在尽其所能抵制外来影 响，保留自身的传统文化魅力。这样，一个超级难题摆在 了面前:河内可否在现代化发展的进程中继续保留其传统的 魅力？或者说一个更难的问题是:河内为了发展是否自愿放 弃自己的传统历史呢?只有时间会告诉你答案。

Brice Smith, Smith Coffee Company, Inc. Email: smithcoffeecompany @gmail.com

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THE GEORGE SABADOS METHOD

You think you are selling coffee?

Think again.

Many baristas live under the illusion that because they are well-versed in the mechanics of coffee-making, success is somehow guaranteed. And they assume that any entrant into the field who is not an expert will fail. But having coffee-making or cooking skills is just one part of success. It may even be the least important part.

Take Zappos.com as an example.

This internet shoe retailer has become a huge force in the marketplace, going from zero revenue in 1999 (the founding year) to over US$1 billion in 2008!! Think about that for a minute. Over $1 billion in revenues in just nine years. But here is the punchline: Zappos’ founder, Nick Swinmurn, knew nothing about shoes. He was a regular guy who went to the mall one day to buy a pair of shoes. He visited several shoe stores but could not find the pair that he wanted. So he went home and decided that if there was an online shoe store, it could offer a better selection with more convenience than the mall shoe stores.

by customer service reps are not timed. The reps are instructed to take as much time as necessary to make each customer happy. The results are a high level of customer loyalty.

In the café business, you are not just selling coffee and sandwiches and cakes. What you are selling is customer satisfaction. True, the quality of your product is important. It’s important to Zappos, too. But what is more important is the feeling that your customer has when he or she walks out the door. Has the experience been delightful? Remember, you are not in the plumbing business or the funeral business. People come to your shop for one reason: to feel happy.

Before you open your café, you need to ask yourself if making people happy is your number one objective. And, if it is, are you capable of succeeding? Are you, to use that old expression, a ‘people person’? Because pleasing your customers may often be a challenge.

Customer service is not something that everyone can do. It takes a special attitude and plenty of patience. Customers can be rude and demanding and will even try to steal from you. Are you ready for the challenge?

If interacting with people is not your strong suit, then you need to stay in the back room. Hire someone else to work the front. Be honest, play to your strengths, and recognize your weaknesses.

From this simple premise the company has grown, and aims to grow bigger. The original Zappos idea was to create a website that provided the very best selection in shoes in terms of colors, sizes, brands, and styles.

Nine years later they want to be the company that provides the absolute best service online -- not just in shoes, but in any category. Their product line has expanded to include handbags, clothing, eyewear, wristwatches, accessories, and, according to the Zappos website, eventually anything and everything.

Shortly after the company was founded in 1999, Tony Hsieh, the current CEO, got involved with Zappos as an advisor and investor. He doesn’t know anything about shoes, either. Alfred Lin, the company’s chief operating office and chief financial officer, met Tony in college. His qualifications? At the time Tony was running a pizza business and Alfred was his number one customer.

What can you learn from this that applies to your café business? Plenty.

Zappos does not sell shoes. Zappos sells customer satisfaction. Tony, Nick and Alfred may not know anything about how shoes are made, but they know a lot about customer service. Their goal is to make each and every customer absolutely delighted. Period. To reach this goal they break a lot of traditional retail rules. For example, most customer-service telephone operations carefully time each phone conversation. They want fast turnover – quick conversations and high volume.

Solve the problem and get the customer off the line. At Zappos, the phone calls received 20

许多咖啡师们都有着这样的臆想，自己熟谙咖啡制作技巧，可以做出这种 美味可口的咖啡来，那么获得成功也就是很自然的事情了。同时，他们认为 在这一领域里不是行家就不会成功。但是咖啡制作或制作技巧仅仅是成功所 需条件之一，甚至可以说是其中最不重要的一点。 以Zappos.com为例 实现了由创建最初的零销售额到2008年一跃盈利超过十亿美元的神话，这 个网上鞋业零售商已经成为市场上的一支巨大力量。一起来想想看这个短短 9年间获利超过10亿美元的神话。但是接下来要告诉你的想必会给你一些启 发：Zappo创始人尼克斯威姆起初对鞋一无所知。他只是一个会某一天去商场 逛逛买双鞋的普通人。他走访了许多鞋店，但是都没能找到他想要的那种。 于是，他回家后决定，如果能有一个网上鞋店，它可以提供比商场鞋店更便 捷的服务和更好的选择。 公司缘引这个简单的理念发展了起来并不断追求发展壮大。Zappos最初的想 法是建立一个网站，提供所售鞋类在颜色，大小，品牌和风格方面的信息，给予

THE GEORGE SABADOS METHOD

顾客最好的选择。 9年后，公司网上销售的商品将不只限于 鞋类，而是向更多领域全面发展，将公司的网上服务做到 尽善尽美。现在，正如我们在Zappos网站上看到的，公司 的现有的产品系列已经扩大到包括手袋，服装，眼镜，手 表，配件等几乎一切用品。 该公司1999年成立后不久，现任首席执行官托尼谢以顾问 和投资者的身份加入了Zappos。和尼克斯威姆一样，他同样 对鞋一无所知。该公司的首席运营官和首席财务官阿尔弗雷 德林曾与他在大学相识。那么，他有什么资历呢？当时托尼 正经营一家比萨饼店而阿尔弗雷德则是他的头号客户。 你从中学到了什么经验可以运用到你的咖啡店经营中去 吗？答案是很多。 Zappos不卖鞋，卖的是顾客的满意程度。托尼，尼克和 阿尔弗雷德可能对鞋是怎样制作出来的一无所知，但是他 们很了解客户服务是怎么一回事。他们的目的是让每一位 顾客都可以在购物过程中感受愉悦。为实现这一目标，他们 打破了许多传统的零售规则。例如，大多数客服电话业务严 格限制了每部电话的交谈时间。他们希望一个高效率 – 也 就是快速解决问题和高完成量。简单说来，就是解决问题并 使顾客满意。在Zappos，客服代表接到的电话是不受时间限 制的。客服代表被要求采取必要的时间使每一位客户满意。 这样做的结果是他们得到了顾客的高度拥护。 在咖啡经营过程中，你销售的不只是咖啡、三明治和蛋 糕。你正在销售的同样是顾客的满意程度。产品的质量无 疑是重要的，这对Zappos来说也是如此。但是，更为重要 的是当顾客走出你店面时的感受。你们的服务是否让顾客 愉悦呢？记住，你不是在做什么管道生意或是丧葬业务。 顾客来到你店里的目的就是要感受快乐。 在你开业之前，你要问问自己让顾客开心是否是你的首 要目标。而且，如果是的话，你能否做到这一点呢？依照旧 的说法，你是不是那种交际高手呢？因为取悦顾客往往并非 易事。客户服务不是每个人都可以做的。它需要一种特殊的 态度和足够的耐心。因为你的顾客可能是蛮横的，苛刻的， 甚至可能会在你的店中行窃。准备好迎接挑战了吗？ 如果交际并非你的强项，那么你需要退居幕后了。雇用 别人在前台工作吧。诚实一点，发挥自己的优势，并承认 自己的不足。

George Sabados motivates, inspires and instructs retailers all over the world in ways to grow their sales and profits quickly and consistently. He specializes in changing the mind set of small business owners, retail and franchise chains from top to bottom. If this sounds interesting to you.

Visit http://TheGeorgeSabadosMethod.com to sign up for a completely free e-class, “Jump-Start your Profits”. This e-course is interactive and teaches you how to rapidly increase your profits using your current product line.

NANATASSANA

Long Feng Tea café A Tea cafe you can feel at home in Anpang, Malaysia

The moment I walked into Long Feng café, the atmosphere, the environment, and everything made me feel like turning back to childhood again.

Long Feng café is located in Anpang village, Malaysia. The village was established in 1952 and is one of the few villages that still remain from 450 villages in the past. Most of its 20,000 villagers are Hakka because Anpang used to be a tin mine in the 19th century, so people from Hui Zhou, China, migrated here.

The one thing in Anpang you cannot go by without recognizing it is the the temple named Jui Haung Yei. This temple is the holy place for Chinese people to show their respects to their ancestors who pioneered the land by crossing through Thailand into Malaysia. The temple has much longer history than Anpang village itself, and on the 29th of the 8th month in Chinese calendar, the village will welcome Chinese people from all over the country who come to pay respect to the ancestors at this temple. They come to pray the spirit of Jiu Huang Yei who will bring many economic benefits for village people. That is a big issue for whole village every year.

Another thing that has to be mentioned is Hakka cuisine. The popular menu is Hakka Yong Tau Foo (tofu cubed stuffed with minced meat, pork, or fish and herbs). The preparation is first finely chop the fish, mix with leek, salt, and pepper. Then, core the tofu with knife.

The other vegetable can be included such as bitter melon, eggplant, or bell pepper. After that, just steam or fried until it is cooked.

A business for a woman Ms. Zhang Yian Lin is an owner of this teahouse. She grew up in the nearby village and adopted the coffee and Hakka tea culture, especially the coffee aroma that impressed her deeply. She got married and has her own family, went through many difficulties in life, 22

and when all of children grown up, she decided to come back to open this teahouse in hometown. All of the ingredients here, coffee beans, tea leaves, fresh milk, and everything are perfectly selected. Ms. Zhang and 2 assistants wake up at 6 a.m. to clean and get the teahouse ready. The busiest time for the teahouse is at 7 a.m. because it will be packed with customers who come to have breakfast.

- “Ling”, I want a cup of kopi O, stronger, not too sweet - “Lou-baan-nian”, I want a cup of ice milk tea, not sweet, less ice - “Ling-chaia”, 2 breads with butter and sugar - “Lou-baan”, 2 warm soft-boiled eggs The constant sound of ordering food makes the big teahouse seems small. Everyone comes to have their usual breakfast with the unique local style of coffee drinking. The coffee is mixed with sweeten condensed milk and pasteurized milk, and then finish up with a cup of tea.

Ms. Zhang will do all works alone in the shop, from brewing the drinks to cashing up.

Ms. Zhang loves her job and is happy, and that brings customers in to enjoy her coffee, food, or simply come to relax.

A cup of hot coffee with bread and softboiled egg is a unique café breakfast in South East Asia. The secret for brewing coffee is to pre-heat the cup before pouring the coffee in it.

Beautiful scenery in teahouse Besides the full aroma coffee served in the teahouse, it also has a variety of fragrant food that invite you to try such as fried noodle, stuffed tofu, and many Hakka recipes. Especially stuffed tofu is the most familiar dish for these elder Anpang villagers.

The original chef has more than 20 years experience of cooking food. Husband used to work outside and wife opened the teahouse café for business to build up the family. Today, children grow up and husband retired, two of them operate the kitchen cooking part in Long

Feng shop. The stuffs of tofu are handmade totally and 100% from fish meat which make the stuffed tofu texture solid, within a bite touching in heart. Thinking of the two hands with age scarfed scooping the fish meat by spoon everyday and making everything in details by themselves, in this fast food time, this mind to do business is much more appreciated and warm up our hearts. Two of them stepped into Long Feng earlier than Zhang Yian Ling and saw the teashop changed operators so many times, experienced life, but be touched with Zhang’s energy for hard work. They and some other small booths build up the most beautiful scenery.

In this village, the most treasure fortune is not money but the friendliness heaped year by year. With coffee aroma in Long Feng teashop, right here is the street old shop where people always come no matter rainy or sunny and last for yearly real life.

Talking about South Eastern coffee Coffee develops complex flavors from many years ago, so the cost is too high. Businessman tried to lower the price and add in sugar, milk and cereal to become the feature of South Eastern coffee drink with sweet and fragrance. And today, it develops to 2-in-1 coffee without sugar or without milk, or 3-in-1 coffee with sugar and milk. Coffee is kind of daily drink for many families in South Eastern country.

Walk on the street of Malaysia, except the international chain coffeehouse, there are many South Eastern coffee chains which focus on traditional coffee. Mostly, the selling point will be two slices of toasted or steamed south eastern bread, with 2 soft boiled eggs and a cup of kopi-O. From Long Feng teashop, this kind of history shop to chain coffeehouse of younger market is the improvement of citizen life quality, also see from another side, this is the optimistic way to maintain culture.

NANATASSANA 馬來西亞豆原咖啡館創辦人， 一個熱愛咖啡，並以咖啡與世界對話的 女子馬來西亞安邦新村－龍鳳茶餐室走進龍鳳茶餐室的那一天，於我， 如同一場生命歷程的再次演練。那裡的人、 那裡的味道，那裡的氛圍、 完整重演的，隱然就是馬來西亞華人新村生活的縮影，讓同是新村孩子 的我，自在舒服的悠遊其中；真實回到自己熟悉的回憶軌道，又一次享 受聆聽來自村民的故事和心情。龍鳳茶餐室位於雪蘭莪洲安邦新村，是 馬來西亞僅存的450個新村之一，1952年成立，目前共有兩萬多人口，以 客家人居多；19世紀，安邦新村曾經是錫礦的重要產區，吸引了許多來 自中國惠州的客家人越洋過海來此謀生，過後更因此落腳在安邦，成為 新村裡最主要的居民。 來到安邦新村不能不提到九皇爺廟，這個象徵著中國民間對革命烈士 的精神崇拜之神誕；300多年前，因中國沿海居民到南洋求生，經由泰國 再流傳到馬來西亞。位於安邦新村的九皇爺廟宇，歷史比新村本身更悠 久，是當地華人的信仰寄託，每年的農曆八月二十九，安邦新村就會聚 集來自各地的信徒在此迎接九皇爺神靈的到來，廟宇香火鼎盛，也為當 地居民帶來經濟效益；是安邦居民美年一度的盛事。 提及安邦新村不能不提到這裡的客家美食：釀豆腐，“釀”在客家話 是一動詞，意為加入餡料；釀豆腐又被稱為有內陷的豆腐。做法是把新 鮮魚肉剁碎拌以蔥花、鹽和胡椒粉等調味料製作成餡料，再用刀在豆腐 或其他食材如苦瓜，茄子和辣椒等蔬菜上挖個小洞，把餡料包在裡頭， 再以炸或蒸的烹調方式煮熟，就是安邦著名美食小吃：釀豆腐。 9 7 5 0 從龍鳳茶餐室走出來往左邊走幾步就是歷史悠久的九皇爺廟宇 9 6 0 5 在九皇爺慶典中專注畫圖案的女子，像祈福一樣的專心 9 5 9 8 /9 6 1 2 九皇爺慶典四處都在兜售的客家小點，設計成各種圖 案，叫人會心一笑 9 6 4 5 /4 8 /5 4 客家美食釀豆腐，各式食材綜合，色香味俱全 9 7 5 6 /3 9 安邦新村的龍鳳茶餐室，聚集人情味的街坊老店

一個女子的事業 張燕玲，一個生於斯長於斯的安邦居民，年少就生活在龍鳳茶餐室 附近，看著長輩們出入茶餐室，喝著香氣四溢的南洋咖啡和海南茶， 她嚐過這些美味，並記住了這些美味；一天一天在這樣的記憶裡慢慢成 長。這些年來。經歷了婚姻的悲喜，看過了人生的百態，孩子也長大出 身後；她，重回到熟悉的新村，接手經營這家安邦老茶餐室，開始經營 自己人生的事業。 以最單純卻又最專業的態度：咖啡、茶粉、牛奶、麵包和各種食材， 非真材實料不用的精神，她聚集了40多年來對味道與人情味依戀不去的 安邦老客群，重新融入了安邦人的生活氛圍。或許，經營自己的事業， 遠比在外打工辛苦和壓力大，但是，腳踏在家鄉，心融合於此的實在 感，讓這位曾為生活漂流在外數年的女子，外表比實際年齡年輕很多。 清晨六點，從溫暖被窩睜開眼那一刻，張燕玲的腳步不曾停歇。和 助手兩個人從打掃店面，準備開店前瑣碎事務到打開店門營業，短短 兩三個小時，事情看來很簡單，手腳卻停不下來。早上七點，龍鳳茶 餐室正是最熱鬧時分，新村居民壯年老少都來這裡展開他們一天最重 要的開始：早餐。 “玲啊，要一杯kopi O，少糖，濃一點。” “老闆娘，一杯teh 冰，免甜，少冰。“ “玲姐，麵包蒸兩片，只要牛油和糖。“ “老闆，兩顆生熟蛋，不要那麼熟。“ 顧客叫喊聲此起彼落，大家擠滿了平常看來不小的茶餐室，享用著他 們吃了一輩子都不會膩的美好早餐。南洋咖啡獨有的搭配與炒法，讓咖

啡口感帶有香甜口感，不管是純南洋咖啡，配上煉乳和淡奶，又或連同茶 來享用，各具特色。 9 8 2 7 從掌櫃、招待到沖泡所有的飲料，張燕玲都可以一手包辦，她 說，這就是老闆要做的事 9 7 7 3 一個人專注做自己喜歡的事，就會做的開心，做的有成就感 9 8 1 0 /4 5 有的人，天天來吃飯；有的人，天天來喝茶；有的人，甚麼 都不做，也是天天來 9 7 0 5 /1 0 /1 2 一杯香濃咖啡＋麵包＋生熟蛋，就是南洋咖啡店的特 色早餐 9 6 7 2 泡咖啡前，被子都溫熱過才使用，可以保溫又有清潔效果 9 5 7 4 這些杯子都見證了老咖啡店一路走來的變化與心酸；似乎一看到 這些杯子，腦海不自覺想喝咖啡

茶餐室裡的美麗風景 龍鳳茶餐室除了香濃咖啡，另一角，各種美味小吃的香氣陣陣飄來， 有炒粿條、湯麵或熟食飯檔，滿足各式口味的客人。其中，熟菜檔的釀豆 腐更是安邦新村老居民依戀的味道。檔主擁有二十多年的熟食檔經驗，丈 夫曾經在外工作，妻子自行開檔做生意，把一個家合力建立起來； 而今， 孩子長大，丈夫退休，兩老就在龍鳳經營熟菜飯檔。他們的釀豆腐餡料， 純手工製作，絕對100%魚肉製作而成，口感實在，咬在嘴裡，心裡就是感 動了。想到那雙帶有歲月痕跡的雙手每天那樣一個湯匙一個湯匙把魚肉刮 起，並手工搓揉成實在的魚膠肉包在各種食材的過程；在速食的年代，這 樣的心意，讓人暖透了心，更加用心感受到每一口的美味。他們倆，比張 燕玲更早落腳龍鳳，眼看這個老茶室幾度易手換人經營，人生百態看盡， 卻也被張燕玲這種為事業衝刺的精神打動。他們加上其他幾家小食檔，構 築了茶餐室最美麗的風景！一個新村裡，最珍貴的財富，不是金錢；那些 人與人不經意由歲月堆積而成的人情味，才是金錢也弄不來的美。咖啡香 飄送的龍鳳茶餐室，更是人情味聚集的一家街坊老店，大家總是風雨不改 的來到這裡，延續數十年不變的真情原味生活。 9 7 7 7 四十年前請木工師父雕刻的龍鳳雙雕像，張燕玲親手洗乾淨後， 掛在店裡讓客人欣賞，也見證歲月的痕跡 9 6 7 6 /7 7 沖泡咖啡的用具，不怕陳舊，只要好好照顧，似乎可以用 一輩子 9 8 4 0 海南茶也是龍鳳茶餐室的另一個招牌飲料 9 7 3 9 周邊的小食檔口是龍鳳最美麗的風景，可以看到人和人之間因歲 月而累積的默契和快樂

話說南洋咖啡 據說咖啡會以這樣多重口味來呈獻，一是因為當年咖啡價格太高，為 了降低成本，咖啡商人才會把糖、牛油和其他穀糧混合咖啡一起翻炒成 香濃帶甜的咖啡飲料，並成了南洋一帶的特色。而今，也發展成無糖或 無奶的二合一咖啡，又或是加糖加奶的三合一咖啡；咖啡是許多南洋家 庭必備的日常飲料。走在馬來西亞街頭，除了國際咖啡連鎖店以外，還 有許多以南洋咖啡為主題的南洋咖啡連鎖店；店裡往往以馬來西亞三大 種族都熱愛的，兩片烤香脆或蒸暖和的海南麵包，兩顆半生熟雞蛋，再 點上一口香濃kopi O作為賣點。從龍鳳茶餐室這些傳統老店到走入年輕 市場的連鎖咖啡店，可說是全民生活品質的提昇，也是轉個方式，文化 保留的樂觀做法。 9 6 6 1 咖啡以過濾的方法沖泡，是南洋咖啡最常用的沖泡模式 9 6 6 3 以前的老咖啡壺，手把還設計一個手拿的凹痕，讓使用者的手舒 服的放在上邊，看了很感動；那是一種現代設計所缺乏的用心 9 7 3 8 看看新的咖啡壺，手把永遠都是一個平凡的提起之圓形手把 9 8 6 5 泡好咖啡後，器具們慵懶的躺在龍鳳的某個角落 About Contributor writer: Sum Leong The founder of Typica café in Malaysia, is a coffee lover. She uses coffee to communicate to the world.

“As far as I know, coffee has so many ingredients.

Because the cost of coffee itself is very expensive, so they add milk, sugar and cereal into the coffee. Thus, besides going to the foreign coffee franchises when you are in Malaysia, you should try local coffee to keep the tradition alive.” She said. Website: http://typicacafe. blogspot.com

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MACHINE COMPANY

Bravilor Bonamat The Taste of Quality Worldwide

Bravilor Bonamat is a leading organization in developing, manufacturing and selling professional beverage preparation systems emphasizing equipment for hot beverages such as coffee and tea. Besides an extensive range of filter equipment, Bravilor Bonamat offers a range of innovative instant and fresh brew machines. Machines for hot and cold water and various accessories complete the assortment. In short, Bravilor Bonamat offers the right beverage preparation system for every location and situation.

distinguished by their speed, variation and convenience. Whatever system you choose, quality and durability are paramount.

History The present Bravilor Bonamat started as an Amsterdam wholesale business serving requirements for hotels, hospitals and canteens and as the licensed sole trader for renowned products.

Bravilor Bonamat is an international company with eight European affiliated offices.

The head office is located in the Netherlands, where the production is situated too. Worldwide sales takes place through a widespread but selective distribution network. In addition to own brand beverage preparation systems, Bravilor Bonamat also works as a strategic partner to develop and produce systems for third parties.

The unique development from wholesaler to manufacturer began in 1948 as a one man business of Mr. A.J.M. Verheijen, a manufacturer who has an eye for quality and a heart for his company. In 1959 his sons started the earliest production, on a small scale, of filter coffee machines: the Bravilor B2 model. It became a great success. Nowadays about 280 employees are concerned with developing, producing and selling quality products, in over 80 countries worldwide.

An authority on filter coffee systems for sixty years, makes it unsurprising that we have been the leaders in the filter sector of the European market for years. Our machine will freshly brewed coffee and create wonderful aroma, delicious and full flavor. This process is fast and simple because speed and simplicity are the key factors in the design of our system.

Our instant and fresh brew machines are also

After moving three times to a larger site, in 1975 the decision was made to move for a final time to the present site in Heerhugowaard, the Netherlands. In that year the first foreign affiliated office was opened in Germany. Throughout the seventies and eighties it was followed by Great Britain, France, Belgium, Norway and Sweden.

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Technical advantage with style Throughout the product development of our equipment, user-friendliness, innovative technology and design are the key factors. We at Bravilor Bonamat believe in progression. To achieve this we work with an integrated, multidisciplinary project approach through concurrent engineering methods, in which there is close cooperation with our customers and suppliers.

Of course our product engineers do not lack facilities and recourses. For example, we utilise 3D CAD designer applications, EMC-measuring room, a laboratory for testing and research and make use of rapid prototyping techniques. To optimize the R&D process, we use methods like FMEA analysis, DFA and value engineering.

Environment Bravilor Bonamat cares about the environment. Production processes utilise standards and products that are made from environmentally friendly and recyclable materials.

No harmful or dangerous materials are used.

At the end of our products life cycle, it is easy to separate the components and materials. By means of symbols, raw materials used in the synthetic components can easily be identified. Bravilor Bonamat meets ISO standards, which are required for this process.

MACHINE COMPANY

荷兰宝利华是一家世界领先的集专 业饮料制备系统开发，制造和销售于 一体的公司，其产品尤以热饮制造设 备为主，例如咖啡和茶。除了各式各 样的过滤设备，宝利华公司还推出了 一系列采用创新科技的快捷现磨咖啡 机。这类咖啡机对冷水热水的使用没 有任何限制且附带多种配件。简单来 说，宝利华公司推出的饮料制造设备 可以让你随时随地都可以使用。

负责开发、生产和销售宝利公司的优 质产品。

宝利华是一个在欧洲拥有八个分 公司的国际公司。其公司总部和工厂 都设在荷兰。公司依靠一个范围广且 选择性强的分销网进行全球销售。另 外，除了本公司自己的品牌，公司还 作为战略合作伙伴为第三方开发和生 产机器设备。

创新技术优势 在我们产品设备的开发过程中， 好用，创新和设计是被考虑的关键因 素。我们宝利华深信“没有最好只有 更好”这句话的道理。为了实现这个 目标，我们融合了世界先进的工程技 术方法制定出来一套综合的具有多种 惩戒措施的的规划方案，并保持 与客户和供货商的保持密切协作。

作为一个在咖啡过滤系统方面享 有60年权威的公司，本公司自然在欧 洲市场同类行业中一直保持领先地 位。我们的现磨咖啡机可以冲出色香 味绝佳的极品咖啡，且制作过程简单 快捷，因为在我们设计这套系统时， 速度和简易操作是被列入考虑范围内 的主要因素。我们的快捷现磨咖啡机 以使用快捷、方便、多样而著称。此 外,不管你选择什么样的系统，质量和 使用寿命都是极为重要的参考标准。 在这一点上，我们的咖啡机同样有出 色表现。 历史 宝利来公司的前身是一个阿姆斯特 丹地区专向酒店、医院和餐厅批发设 备的公司，同时也是唯一获得许可的 名牌产品销售单位。 公司开始由一个产品批发公司向 制造公司转型的时间为1948年，而起 到关键作用的第一人就是一个名为 • 沃尔海延A.J.M. 的制造商。沃尔海延 A.J.M. 先生很注重生产产品的质量问 题且十分关心公司的发展。1959年， 他的儿子开始了最初的咖啡过滤器的 小批量生产，其型号为宝利华B2。这 批产品取得了巨大的成功。现今，在 世界80多个国家里，约有280名员工

公司历经三次厂址迁移后，于1075 年最终决定将厂址迁入现在位于荷兰 海尔许霍瓦德的厂址。在这一年，第 一个海外分公司设立在德国。70年代 和80年代，有更多海外分公司先后在 英国，法国，比利时，挪威和瑞典 设立。

我们的产品工程师也当然不会缺乏 设备和原材料的支持和供给。比如， 我们使用了3D CAD(三维计算机辅助) 软件设计程序，EMC（电磁兼容）计 量室，测试研究实验室，且充分运用 快速成型技术。为优化研发过程，我 们还运用了像FMEA分析（失效模式 及效应分析），DFA(速度信号输出) 和价值工程法等方法。 环境 宝利来公司同样重视环境保护。产 品生产过程遵照环保标准且出产产品 均采用可回收再利用的材料，有利于 环境保护。我们不会使用任何有害或 危险材料。 当我们的产品需要报废的时候，人 们可以毫不费力地将产品各组成部件 和物质材料分离。借助标记，合成部 件中被使用的原材料可以很容易被辨 认出来。宝利来公司的产品符合产品 生产过程中所需的ISO标准。 For more information please contact Peter Kaas, Email: peter.kaas@bravilor.com Website: www.bravilor.com

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COFFEE COMPANY

Sensory Lab Discover Your Taste Profile with Bespoke Coffee at Melbourne’s Sensory Lab

Perhaps you’ve heard about the “third wave” coffee movement? For the uninitiated, this “bespoke” coffee experience is the only way to understand and truly appreciate the coffee wave spreading across Melbourne and throughout the inner city cafes in Australia.

how to select, savour and truly taste coffee.

Not to mention how to impress friends at dinner parties discussing the citrus notes in a particular brew or show off the new Japanese siphon.

The coffee blend and variety may be single origin, estate or micro lot, yet this is still only the first step.

The third wave coffee movement is about many things, but mostly it’s about flavour and educating coffee lovers about their taste profiles through the truly bespoke coffee experience.

The customer will then experience all the different brewing methods available to them, as each method extracts the taste of the coffee in a unique way. It could be the Japanese siphon bar, the pour over bar, the Clover, the French press, filter or espresso. So even if the customer has a preferred brewing method in mind, this is an opportunity to explore and diversify.

Recently launched at the rear of the David Jones department store in Melbourne, Sensory Lab is a completely new retail experience where coffee receives the same high level treatment as the wine at your favourite cellar door, but even more so, as the bag of coffee you take home will be completely tailored to your taste buds.

And it’s pure theatre. Entering the store there is a large counter with a wide range of Hario siphon filters, and it’s the heat lamps of the siphons that attract much of the attention, along with the white coated ‘lab assistants’ and the curious onlookers and customers. Then there is the pour over brewers, the cold filter and the remarkable Slayer espresso machine. All this activity draws you in.

Taking the time to explore the ‘testing facilities’ at Sensory Lab, a customer will be guided through a sensory journey to discover not only their coffee of choice and brewing method, but a cupful of geeky notes about

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from smell. Following that PH testing with solutions of water containing salt, citrus and sugar will help determine the result which is the customer’s individual taste profile.

Sensory Lab offers a truly bespoke coffee experience for coffee cognoscenti to roast their preferred variety in small batches to suit their requirements, maintaining the utmost freshness in every situation. Every bean available has clear notes on the origin, estate, varietal and harvesting dates of each bean.

Sensory Lab staff will be trained to extract information on a customer’s tastes preferences through a series of questions about what tastes you like, as our tastes buds are defined by three main sensations – sweet, sour or salty/bitter.

Next, the “aroma tests” are conducted on the subject, because 90% of taste comes

Of course, if you don’t have the time to spend tasting the food on offer or searching for “god in a cup” then you can still get a high quality caffeine dose in a hurry, because Sensory Lab runs a coffee window and specialty coffee is part of every cup.

Sensory Lab

COFFEE COMPANY

或许你已对“第三次咖啡运动浪潮”早有耳闻吧？那次浪潮席卷了 墨尔本和澳洲市内大大小小的咖啡馆。对于不知情的人来说，亲身体 验一把“量身定制”咖啡的过程是使自己可以了解并且认同那次运动 浪潮的最好方法。 第三次咖啡运动浪潮涉及到许多方面,但大多是有关口味和指导咖啡 爱好者们如何通过真实的“定制”咖啡的经验建立自己味觉档案的。

花些时间去研究一下感官实验室中的“检 测设备”吧。顾客将被指引进入一个视觉感官 的旅程。这期间，他们将不仅发现自己所偏爱 的咖啡以及酿造方法，而且会收获很多如何挑 选、品尝、鉴定咖啡方面的知识，更不用说那 些如何在晚会上通过谈论咖啡某种特别的桔味 香气或是展示新式日本虹吸式咖啡机来打动朋 友的小把戏了。 感官觉实验室里的员工都是训练有素的。 因为我们的味蕾分为甜、酸、咸/苦这三种主 要味觉，这里的员工将通过一系列诸如你喜 欢什么口味之类的问题中提取总结出顾客的 口味偏好。 下一步要做的就是“香气测试”了，因为我 们90%的口感都来源于气味。接下来，工作人 员将采用混合了盐、柑橘和糖的水进行PH值测 试，以最终确定顾客个人的味觉档案。 咖啡混豆的品种可能有着单一的起源、产 地也或大或小，然而，这也只是我们要做的 第一步而已。 然后，顾客将亲自体验各种适于他们使用 的酿制方法,用各种独特的方法提取咖啡的味 道。你可以选择使用the Japanese siphon bar, the pour over bar, the Clover, the French press, filter or espresso。所以，即使顾客心中已有了其首选的 酿制方法，这也不失为一个可以了解、掌握更 多方法的好机会。 感官实验室为咖啡鉴赏家提供了一种可以 根据自身需求小批量烘焙自己喜爱的咖啡品 种的体验，从而使其在任何情况下都可以最大 限度的保持新鲜状态。实验室所展示的每一种 咖啡豆都有其起源、产地、品种和收获时间的 清晰记录。

近期，墨尔本的大卫•琼斯百货公司首次提出了“感官觉实验室” 这一全新的零售体验。在那里，咖啡和那些储存在你心爱地窖里的葡 萄酒享有同等的礼遇，甚至可以这样说，从那里带回家的袋装咖啡会 是你的不二之选。 那就像是一个纯粹的剧场。走进商店，迎面就是一个摆满了日本玻 璃王公司Hario各式各样虹吸过滤器的柜台。过滤器的加热灯引来了包 括那些身着白色外衣的“实验室助手”、好奇的旁观者以及顾客的关 注。接下来看到的就是一些过滤式咖啡,冷过滤器和一台高性能的Slayer 意式咖啡机。所有这些都会吸引着你一瞧究竟。

当然,如果你没有时间去品尝以提供或寻找“ 杯中的至尊”,那么你仍旧可以于匆忙中品尝到 一杯优质的咖啡,因为感官觉实验室同样设有咖 啡外卖窗口，且每一杯咖啡都是采用优质咖啡 豆精制而成。

Sensory Lab 297 Little Collins Street Melbourne www.sensorylab.com.au

27

TEA TIME

Finding Hong Kong’s Heart in A Tea Cup

By Mark Beales Leaving the cathedral, I stroll into the neighbouring Hong Kong Park. Nestled in the heart of the business zone, it is a refreshingly open area, complete with waterfalls, fountains and flora.

Near Hong Kong Park’s northern perimeter is the erstwhile residence of the commander of the British forces; today, it’s the Flagstaff House Museum of Tea Ware.

The Chinese have been sipping tea longer than anyone else, back as far as 3,000 years. Legend has it that the tradition began when Emperor Shennong was sitting outside and windswept leaves fell into his cup of hot water. Its appeal soon spread, and even now nearly every country calls the brew either ‘tea’ or ‘cha’ depending on which of the old trade routes it is located on.

Today, many of the rituals surrounding the drink remain, including the crackling tea of the Naxi people (the crackling comes from the addition of a white spirit), the three-course tea of the Bai people, where the bitter and sweet flavours represent the ups and downs of life, and the thrice-daily milk tea feasts of the Kazakh tribe.

It’s hard to know when you’ve actually arrived in Hong Kong. Is it the moment the Star Ferry’s tyres cautiously nudge the jetty? Or is it perhaps the time when you step from the gangplank and onto solid, albeit reclaimed, land? Or maybe you’re truly in Hong Kong the instant you leave the jetty and walk along the winding, enclosed skywalk that floats above the island and ushers you outside.

It’s 15 minutes since I left the gangplank, and I still haven’t actually touched Hong Kong soil. Finally, some steps lead down to Connaught Road Central in the Central area, among the skyscrapers and suits. This is the heart of Hong Kong, a bustling business hub replete with office blocks that soar so high you need to arch your back to see their summits. They shine and glisten, signs of their modernity and worth. The present is everything: the past, both colonial and Oriental, seems a forgotten figure. It’s all very impressive, but simply arriving in Hong Kong isn’t enough. If you’re looking for character and charm, you need to look harder.

Central’s streets are full of Chinese and 28

Westerners in sharp suits, talking numbers on their hands-free kits. Jaguars and BMWs drive by, with young affluent Chinese men sit in the back (if you can afford these wheels, you can afford a chauffeur). Occasionally cars have to stop for the doubledecker trams that still trundle along, a sign of yesterday that defiantly refuses to budge, even for a Ferrari.

I’d already been warned not to expect much in the way of nostalgia from Hong Kong. A friend who has lived there 10 years told me: ‘All the old buildings have gone now. The Governor’s Residence used to be a lovely building at The Peak, then they tore it down. Now there’s a stone at the top that effectively says “there used to be a lovely building here”.’

Despite the changes, some places still act as reminders of bygone days. The Peak retains the old trams that haul people up 373 metres to one of the island’s highest points, while nearby is St John’s Cathedral, where the timber doors came from the British warship HMS Tamar, which once protected Victoria Harbour.

Next door to the museum is the Lock Cha Tea Shop. Inside its teak doors, past a display of clay pots and scrolls bearing Chinese script, is where Hong Kong’s business community finds sanctuary from the stocks and shares. It seems incongruous to have such a tea shop in the heart of Hong Kong’s business district, but nothing encapsulates Chinese culture like this ancient drink.

I take a seat in the corner and order a pot of Anhui yellow tea, along with dumplings filled with black sesame and steamed sticky rice wrapped in a lotus leaf. The food is incidental; tea takes top billing. And here it isn’t just poured, it’s presented.

My waiter, Chan Ka Ho, is a master of his art. He may only be 20 but when it comes to tea, he’s something of a sommelier.

First, Chan Ka Ho takes one of the white porcelain cups and pours hot water in to cleanse it. The cup is then wiped and is ready to receive the tea leaves. Hot water, kept at a steady temperature in a stainless steel kettle, is poured over the leaves, and a lid is placed on the cup.

We wait a moment, and then Chan Ka Ho delicately lifts the cup and tips it towards a transparent glass. He adjusts the cup’s lid, just enough for the tea to trickle out and into the glass. Tea has been served.

TEA TIME

I nod in acknowledgement and sip the tea, which has a hint of caramel, subtle but slightly sweet. Chan Ka Ho bows and quietly moves away.

Chan Ka Ho plays his part to perfection, and after six months of training at a special school, he knows the importance of such a ritual. He has studied the different types of leaves, the ambient temperature required and the various methods used for brewing.

It seems a strange career choice, given the fortunes his friends are out making in the adjacent office blocks, but Chan Ka Ho prefers his work, and knows it’s something of a dying trade.

是星星号班轮的缓冲轮胎触碰码头的那一刻吗？抑或是迈下踏板踏上坚硬却 实为填海造出的土地那一刻。 也许你真正身处香港的那一刻是你离开码头、沿着岛上弯弯曲曲的封闭风雨 桥将你导出口岸的一瞬间。 即使下了班轮的踏板15分钟后，感觉自己还未真正踏上香港的土地。最终， 拾级而下到了跻身摩天大楼和各色辅楼之间的中环区干诺道。此处为香港的中 心，拥挤的商业中心充斥大量的写字楼，楼房高度如此之高以至于你不得不仰 身才能看到他们的底顶端。阳光下楼宇闪烁，彰显出它们的现代与富足。现代 的意味弥漫各处，而殖民时期和东方底蕴的过去似乎早成了遗忘的意象。这一 切都令人印象深刻，但仅仅抵达香港是远远不够的。如果你想探寻这个城市的 性格和魅力，你需要努力的去寻找。

Once my meal is over, he tells me: ‘Most people in Hong Kong don’t have time to study how to make tea properly. My friends play computer games or go out and watch movies; they only drink normal tea or Coke.’

He says this with a resigned look, and sounds like someone who knows he’s making a last stand for a tradition he loves. As we chat a tea cake is brought in and placed on a table. The cake is a tightly-packed collection of leaves, and this one is something special, as is evident by the price tag of HK$100,000 (US$13,000). Created in the 1950s, this cake is the Chateau MoutonRothschild of the tea world, with the purest of flavours. Such cakes aren’t just for show; connoisseurs regularly buy them and then snap pieces off (7 gms to be precise) when they fancy a cuppa.

Chan Ka Ho carefully places the cake on a shelf, along with several others that are tied with string and wrapped in brown paper covers. As I head back out to squint at the gleaming skyscrapers, I get the impression that I may at last have arrived and found the true flavor of Hong Kong.

Guide to Hong Kong Where to stay The Peninsula This world-famous spot Peninsula is Hong Kong’s only historic five-star hotel. Be sure to pop in for its famous afternoon tea in the lobby.

Salisbury Road, Kowloon; 852/292 -2888; www.peninsula.com; doubles from HK$4,200.

JW Marriott This 27-storey, five-star hotel comes with jaw-dropping views over the harbor. Pacific Place, 88 Queensway; 852/2810-8366; www.marriott. com; doubles from HK$3,600.

Where to eat Lock Cha Tea Shop High-quality tea in an elegant setting. Ground floor, The K.S. Lo Gallery, Hong Kong

中环的大街上到处是衣冠楚楚、揣着免提手机口中报着各种数据的的中西 方人士。不时会有捷豹和宝马车从身旁开过，车内后座坐着富裕的中国籍人士 （如果你能买得起这些车，你也雇得起司机）。间或轿车不得不停下为行驶过 的双层有轨电车让路，这些昨日老旧的遗迹显然拒绝向诸如法拉利这样的现代 乘用车妥协。 我事先就被警告过别对香港的怀旧游抱有过高期许。一个在港居住过10年 的朋友告诉我说：“所有的老旧建筑物已经拆除。太平山顶的总督府过去是一 个好去处，但已被人拆除。现在只有一方石头树立该处告诉人们曾有一座美丽 建筑建于斯。” 尽管世易时移，一些地方仍可作为怀旧的好去处。太平山顶仍保留老式的有 轨电车，可将人们运至海拔373米的香港岛最高点，那附近还有圣约翰大教堂， 教堂的大木门取自曾经拱卫维多利亚海湾的英国战舰添马舰。 离开大教堂，我漫步到附近的香港公园，混迹于商业区的中心，这里是一处 令人心旷神怡开阔地，到处是瀑布、泉水和植被。 29

TEA TIME

近公园的北边是以前驻港英军司令官的官邸，如今是茶 具文物馆。 中国是世界上最早经营茶叶贸易的国家，可上溯至3000 年前。传说茶叶的传统始于远古皇帝神农氏，神农氏坐于 户外，风将落叶吹落至他的热水杯中。很快，茶叶的魅力 四处传播开来。甚至至今各国仍将这一饮品成为“茶”， 此名称就是依赖于其古老贸易路线的起始点而得以保留。 今天，许多饮茶的仪式仍得以保留。纳西族冲茶（冲盐 巴茶）、白族三道烤茶，其中的苦和甜味代表着生活的起 起落落、还有哈萨克人的一天三顿不落的奶茶。 紧邻博物馆是乐茶轩。进入其柚木门，穿过陈列两旁的 陶器和中国书法条幅，就是香港商业届人士远离股票证券 寻求精神慰籍的圣殿。似乎在港岛商业区中心地带存在这 样一个茶店有些不协调，但再也没有像茶这种古老饮品能 概括中国文化的东西了。 我在茶店的一角就座，点了一壶安徽黄山茶，还有一些 汤圆和粽子。点心是额外开销，茶才是主要的消费。在这 里茶不是倒给客人，而是敬给客人的。 我的服务生名叫张客合（音译），是这种茶艺的大师。 他年纪不过20岁，但论到茶艺，他绝对算是类似于侍酒师 级别的人物。 首先，张客合取出一个白瓷杯倒入热水清洁之。然后 擦干准备放茶叶。热水用一个不锈钢壶加热维持稳定的热 度，然后冲茶并盖上杯盖。 稍待片刻，张灵巧地取下杯盖，盖在一个透明玻璃杯 上，调整盖子的角度堪堪滤掉茶叶让茶汁流进玻璃杯，这 样一杯茶就被敬客了。 我颔首致谢并呷了一口茶，茶水有点褐色，很微妙但还 有一点点甜。张鞠躬然后静静走开。 张操此技艺妙到毫巅，他曾在专门学校学习过六个月， 他深知茶艺的重要性。他研究过不同茶叶、需要的周遭温 度和各种烹茶的方法。 30

这似乎是在一种比较另类的职业生涯选择，相较于他的 朋友们在临近写字楼里挣到的财富，张更青睐他的工作， 知道茶艺是一种行将绝迹的技艺。 品茶用点毕，他告诉我：“在香港没有多少人有时间研 究如何泡好茶。我的朋友大多玩电脑游戏、与女孩约会或 看电影，他们只喝普通茶或可乐。” 他说这话的时候脸上带着些许超然物外的表情，听起 来像一个知道正在为他热爱的技艺作最后坚持的人。聊天 中一份茶饼被端上桌。这份茶饼是由紧压在一起的茶叶制 成，有些特别，从其标价10万港币（13000美元）就可略见 一斑。它制成于1950年代，它在茶界的地位相当于红酒里的 武当王（Chateau Mouton-Rothschild），味道非常纯正。这 些茶饼并非只为展示；一些茶叶鉴赏家常常买回去，然后 要品尝一杯茶的时候就切几片（精确说是7克）下来泡茶 张客合小心将茶放到架子上，旁边还有别的茶饼都用绳 带和棕色的纸包住。当我回头向外眯眼看那些闪闪发光的 摩天大楼，我获得的印象时，我可能终于抵达香港并发现 了她的真正风情。

香港指南 住宿 半岛酒店 世界著名的酒店，半岛酒店是香港唯一历史 上著名的五星级酒店。记住一定要去它的大厅品尝一下它 著名的下午茶。位于九龙梳士巴利道，852/292 -2888; www. peninsula.com; doubles from HK$4,200.

JW 万豪酒店 这座27层五星酒店具有令人称奇的港湾海 景景观。位于金钟道 88号 太古广场。852/2810-8366; www. marriott.com; doubles from HK$3,600. 就餐 乐茶轩 环境优美的高品质茶艺。 位于罗桂祥茶艺馆一 楼， 香港。

Mark Beales is an award-winning writer from England . He has worked for Lonely Planet, Insight Guides, the BBC and many other publications. After working as a journalist in England for 13 years, he moved to Thailand in 2004, where he is a freelance travel writer and photographer.

Website: www.mark-beales.com

What are the differences between DaVinci and other syrup’s brands?

Other Syrup’s Brands

DavinCi Gourmet

Most syrup is produced for cocktail or cold

The first syrup specially produced for coffee

drinks. Mixing with hot beverage can reduce

Many alternative flavors for your choices

aroma.

New drinks and recipes created by an expert

Mixing with milk can create an unpleasant

team

layer because of high acidity features.

High reputation in an international class

Some syrups can create a sour after-taste

Information provider about coffee industry

when mix with the beverage.

around the world

With exceed artificial aroma, the drinks will

Low citric acid remains the original flavor

be bland and unnatural.

Use in less amount with rich flavor

Use in high amount compared to DaVinci.

Contact Kerry Asia pacific (Singapore) Tel : +65 62703833, Kerry China (shanghai) Tel : +86 21 54265370 Email : kerry@kerry.com

www.davincigourmet.com.au

HOT BEV

Enrich your cup of coffee with the special menus to celebrate love and create the romantic atmosphere this Valentine.

A must-try for chocolate lovers! The first sip will fulfill you with the smoothness of hot mocha.

Added with a sweet sense of French Vanilla, this menu will sure make an unforgettable love at first sip on Valentine’s Day.

FRENCH MOCHA LATTE

此乃巧克力爱好者们不可不试的佳品！第一口就足以让你品味到热摩卡的那 般柔滑感受。加以法式香草的香甜，在品尝它的那一瞬间，必将使你在这个情 人节中从心底萌生出一股难以忘怀的爱意。 Ingredients: 1. Espresso shot 30 cc 2. DaVinci French Vanilla Syrup 7.5 cc 3. DaVinci Chocolate Sauce 10 cc 4. Pasteurized milk 180 cc Preparation: 1. Pour DaVinci French Vanilla Syrup and DaVinci Chocolate Sauce into an 8 oz. cup 2. Add freshly brewed espresso 3. Add steamed milk 4. Top with foamed milk

IRISH PASSION LATTE

制作步骤： 1. 将达芬奇法国香草糖浆和达芬奇 巧克力酱倒入一个8盎司的杯中； 2. 加入现磨咖啡； 3. 加入蒸牛奶； 4. 将奶泡浮于顶部。

Start your morning with your special one and a warm cup of intense latte. Enjoy the rich foam and the sweet sense of Irish cream that will ensure you a fresh new day.

身伴你的爱人，手握一杯温暖而浓烈的拿铁咖啡来开始你一天的生活吧。那丰 富的泡沫和爱尔兰奶油的香甜一定带给你神清气爽的一整天。 Ingredients: 1. Espresso shot 30 cc 2. DaVinci Irish Cream Syrup 10 cc 3. Frappe Milk 7.5 cc 4. Pasteurized milk 180 cc Preparation: 1. Pour Davinci Irish Cream Syrup and frappe milk into an 8 oz. glass 2. Add freshly brewed espresso 3. Add steamed milk 4. Top with foamed milk

Taste the bitter sweet truth about love in this cup of coffee. Starting with the bitterness of the coffee in your tongue, then comes the creamy milk, and finally the seducing sweet taste of strawberry that will leave you wanting for more.

从这杯咖啡中体验如爱情般苦中带甜的滋味吧。咖啡最初的苦涩伴随乳脂牛 奶的醇香在你的口中萦绕，而最后那诱人的草莓甜香更会使你意犹未尽，产生 一股想要再来一杯的冲动。 Ingredients: 1. Espresso shot 60 cc 2. DaVinci Chocolate Sauce 20 cc 3. DaVinci Strawberry Syrup 15 cc 4. Frappe Milk 15 cc 5. Pasteurized milk 120 cc 6. Ice 16 oz.

5. Add the mixed syrup 6. Top with whipped cream

制作步骤： 1. 将浓縮咖啡倒入搅拌杯中。 2. 将达芬奇巧克力酱和冰牛奶混合。 3. 在另一个杯中混合巴氏奶和草莓糖 Preparation: 浆。 1. Add espresso shot into a mixing cup 4. 将混合好的酱汁倒入一个盛满冰的 2. Mix DaVinci Chocolate Sauce and frappe milk 杯子中。 3. Mix pasteurized milk and strawberry syr5. 在杯中加入混合好的糖浆。 up in another cup 6. 将生奶油浮于顶部。 4. Pour the mixed sauce into a glass full of ice 32

制作步骤： 1. 将达芬奇爱尔兰奶油糖浆和冰牛 奶倒入一个8盎司的玻璃杯中； 2. 加入現磨咖啡； 3. 加入蒸的牛奶； 4. 将奶泡浮于顶部。

BITTER SWEET LATTE

HOT BEV

有了下面这些特殊的菜单，你手中的咖啡杯内将不再单调，它们会为你营造出一个充满爱与浪漫气息的 情人节。

ENCHANTED SNOW FRAPPE’

Create the romantic winter atmosphere while listening to the sound of the wave with the snowflake-smooth coffee that tastes very much like fresh coconut ice-cream. And to add an extra touch to it, you can sprinkle some crunch peanuts on top.

在你倾听浪涛声声的同时，来这样一杯口味好似新鲜椰子冰激凌，感觉又如雪 花般柔滑的咖啡，给这个冬天增加一点浪漫的气氛吧。想多点感觉吗？你还可以 在其上面撒些碎花生加以点缀。 Ingredients: 1. DaVinci White Chocolate Sauce 30 cc 2. DaVinci Butter Scotch Syrup 15 cc 3. Davinci Frappease Powder 2 tbsp 4. Frappe Milk 15 cc 5. Pasteurized Milk 90 cc 6. Ice 16 oz.

制作方法： 1. 将全部配料加入搅拌机中。 2. 搅拌完成後并倒入一16盎司的 杯中

Preparation: 1. Add all the ingredients into a blender 2. Blend and pour into a 16 oz. glass Bored of drinking tea in the same way? Try sparkling your tea up with soda and a little lime juice without losing the rose tea sense, and enjoy the unique romantic atmosphere it brings.

STRAWBERRY-ROSE SODA

你是否已经厌倦了单调的喝茶方式？试着添加一些苏打水和柠檬汁来使传统 的玫瑰花茶不同以往并享受它带给你的浪漫情愫吧。 Ingredients: 1. DaVinci Strawberry Syrup 15 cc 2. Heladiv Rose 2 sachets 3. Hot water 90 cc 4. Lime Juice 1 tsp.

5. Soda 150 cc 6. Ice 16 oz.

Preparation: 1. Add hot water in Heladiv Rose and gently brew for 3 minutes 2. Mix DaVinci Strawberry Syrup with tea

SWEET KISSED BERRY

3. Full a glass with ice 4. Pour soda and lime juice

制作方法： 1. 用热水冲泡哈拉帝夫玫瑰泡茶 三分钟。 2. 将达芬奇草莓糖浆与茶混合。 3. 将一玻璃杯盛满冰。 4. 倒入苏打水和柠檬水。

Dwell in the soft kiss of sweet strawberry and smooth yogurt that will surely fresh you up anytime. With high vitamin C and low sweet, this drink is perfect for the health conscience.

那种如同与香甜的草莓和柔滑的酸奶轻吻的感觉定会使你陶醉其中，让你 随时都有种焕然一新的感觉。这种饮品含有丰富的维生素C和较低的糖分， 可谓是完美的健康饮品。 Ingredients: 1. DaVinci Strawberry Syrup 20 cc 2. Strawberry yoghurt ½ cup 3. Fresh strawberry 3 4. Syrup 20 cc 5. Lime juice 5 cc 6. Pasteurized milk 30 cc 7. Ice 16 oz.

制作步骤： 1. 将草莓切成小块。 2. 将所有配料倒进果汁机里。 3. 搅拌完成後并倒入一16盎司的杯 中。 Sponsored by

Prepararion: 1. Cut strawberry into small pieces 2. Add all the ingredients into a blender 3. Blend and pour into a 16 oz. glass

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BARISTA TALK

Japan Barista Champions 2009 Nakahara Mie The winner of Japan Barista Championship (JBC) 2009 CTI had an opportunity to interview the winner of Japan Barista Championship (JBC) 2009, Ms. Nakahara Mie from Maruyama Coffee about her experiences and how she prepared for the competition for our readers.

Early Barista Life Nakahara, the manager of Maruyama coffee, was born in 1977 in Nagano, and started her career as an English teacher. she went to Italy to study and while studying she worked in a bar and developed her interest in coffee. After returning to Japan she started to work in Maruyama coffee in May 2007. Nakahara described to us that the place was full of skilled baristas, and she learnt new things every day.

CTI 有幸采访到了2009年度日本咖啡师锦标赛的冠军获得者，丸山咖啡 公司的经理中原美惠女士。我们的读者将从本次采访中了解到中原美惠女 士的人生经历以及她是怎样准备这次锦标赛的。 早期咖啡师生活 中原是丸山咖啡公司的经理，于1977年在日本长野县出生，而她最初的 工作是英语教师。之后，她远赴意大利求学，利用课余时间在一酒吧打工， 并于这一时期对咖啡产生了浓厚的兴趣。回国后，她于2007年5月开始在丸 山咖啡公司工作。中原是这样向我们描述丸山咖啡公司的，她说那里到处 是技艺娴熟的咖啡师，她每天都会学习到新的东西。 The Competitions Nakahara followed a senior barista to a competition in January 2008 and competed for the first time. The result was beyond what she expected, she was named 4th place. After that she stepped up to the 2nd place, and finally the winner of JBC2009 in her third competition. The title also gives her the opportunity to represent Japan in WBC2010 in London.

Nakahara likes the coffee beans from Costa Rica, Guatemala, Honduras, Ethiopia, etc. and in the JBC 2009 she chose the beans and honey from Guatemala to brew her signature drink that blend with wellknown grape from where she works to create a cold beverage.

Coffee Idol Nakahara admires and respect Mr. Maruyama Kentaro, the owner of Maruyama coffee who is trusted among coffee growers, co-workers, and baristas.

He is a great businessman, cupper, and human being.

竞赛 中原于2008年一月跟从一名资深咖啡师参加比赛。这是她人生中的第一 场比赛。比赛结果出乎她的意料，她获得了那次比赛的第四名。她又在接 下来的比赛中获得亚军，并在她人生中的第三场比赛---2009年度日本咖啡 师锦标赛中一举夺魁。获此殊荣的她还将代表日本参加2010年度在伦敦举 行的世界咖啡师锦标赛。 中原喜欢来自哥斯达黎加，危地马拉，洪都拉斯，埃塞俄比亚等地的咖 啡豆。在2009年度的日本咖啡师锦标赛中她选择了产自危地马拉的咖啡豆 和蜂蜜来烹煮了自己的招牌咖啡，并从中混合了来自她工作地的一种用来 制作冷饮的知名葡萄。 咖啡界的偶像 中原十分钦佩和尊重丸山公司的老总，丸山健太郎先生。他赢得了咖 啡种植者、同事以及咖啡师们的一致信任。他是一个了不起的商人、杯测 者，更是一个了不起的人。

Advice for new barista

对新咖啡师的建议

Nakahara has a word of advice for new baristas to enjoy every working day and be happy like she did since she started in the business.

中原对刚刚从事咖啡师工作的人提出了这样的一个建议，她希望大家充分

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享受每天的工作生活，如她所做的那样，自始至终保持一种愉悦的心情。

BARISTA TALK

Ishitani Takayuki The 2nd place of Japan Barista Championship (JBC) 2009 CTI not only interviewed the Japanese Barista champion, but we also had an opportunity to interview a new star of Japanese Barista who was the runner up in JBC2009, Mr. Ishitani Takayuki from ANNIVERSAIRE CAFÉ.

Early Barista Life Ishitani Takayuki started at ANNIVERSAIRE CAFÉ 3 years ago with the recommendation from Mr. Sekikuji Saruto from Maruyama Coffee. Ishitani competed in the 2007 competition because he wanted to meet people in the same field and share their experiences. He came 6th in that year and stepped up to 5th place in JBC2008, and finally the 2nd place in 2009.

Even though 2nd place is a great accomplishment, but Isitani was not satisfied with the result and will try harder to be the number 1.

CTI 不仅对日本咖啡师锦标赛的冠 军获得者进行了采访,同时也有幸参 访到了本届大赛的亚军,日本咖啡师界 的新星。他就是来自ANNIVERSAIRE CAFÉ 的石谷孝之先生。 早期咖啡师生活 经丸山咖啡公司的关九慈岩田先生 推荐, 石谷孝之于三年前开始了在ANNIVERSAIRE CAFÉ的工作生涯。石谷参加了2007年度的比赛，因为他想认识 更多圈内的朋友，与他们交流经验。他在那次比赛中列居第六名，并在2008 年跻身第五,且最终在2009年的比赛中荣获亚军。尽管第二名的成绩已是很了 不起的成就，但石谷并不满足于此，他要继续向冠军的目标奋进。

Favourite drink Ishitani personally likes cappuccino and Brazilian coffee beans which have the natural sweetness in them. His signature drink that he brew in the competition with the “wedding” theme has orange, which represent wedding ceremony, as the main ingredient, together with yogurt, espresso, milk, and vanilla to create a hot beverage.

最为钟爱的饮品 就个人而言，石谷 喜欢卡布奇诺和含有天然糖分的巴西咖啡豆。本次比 赛中，他的招牌咖啡以“婚礼”为主题，将橙子作为主要配料象征结婚典礼, 并加入酸奶、意大利浓咖啡、牛奶和香草调制成一种热饮。

Ishitani has some word of advice to future barista; you must love and enjoy coffee, and most importantly, keep practicing and you will succeed.

石谷对那些未来想成为咖啡师的人们提出了这样的建议：你要热爱并享受 咖啡给你带来的乐趣，更重要的是，要不断努力，这样你才会获得成功。

Eas Take the Taste of Frappe Coffee Easily tto A Another Level with Frappease

1. Add coffee and fresh milk

2. Add Frappease

3. Add ice

4. Blend

Frappease will enhance the smooth taste and texture of frappe that won separate into layers. Please be welcomed to try it yourself at

Kerry Asia pacific (Singapore) Tel : +65 62703833 Kerry China (shanghai) Tel : +86 21 54265370 Email : kerry@kerry.com

COFFEE ASSOCIATION

China Coffee Association Beijing

China Coffee Association was set up on March of 2003, approved by Beijing Municipal Bureau of Commerce and Beijing Federation of Industry & Commerce (abbr. BFIC) CCAB is the people’s community composed of those companies from sales and commercial societies as well as economic circle of coffee industry. Over the past six years, CCAB has been playing more and more important role in China Coffee Industry by uniting, assisting, guiding and educating its members. CCAB has developed itself as an important linkage between the government and business circles by perfectly performing its intermediate function.

CCAB not only protects the legitimate rights and interests of its members but also acts as an adjunct to the government’s administration over quality supervision, hygiene management and marketing management of coffee industry. As a result, more and more trust has been paid to the Association by its members at all levels.

Another important function of CCAB, is to collect and analysis the professional information in order to provide members with the most updated knowledge and information about coffee industry, and help its members to become more compatible among worldwide.

The Association has several function departments in charge of business service, foreign liaison, membership and professional training as well as other operations. These departments provide professional services for the members in different areas as information consultation, product authentication, business visit, technology exchange, management training and commercial negotiation etc.

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After it was founded, The Association keeps broad and intensive communication and cooperation with its overseas counterparts.

So far it has established good relation with many specialized association of the coffee industry including International Coffee Organization (ICO), Coffee Association of Europe, Specialty Coffee Association of Europe (SCAE), and Coffee Association of America.

In year 2005 the Association took part in organization of China International Barista Competition and has successfully organized China Barista Championship for five years in a row, as well as delegated the prized competitors of each year to attend international competitions abroad, such as Barista Competition and COFFEE FEST while visiting European Institute of Coffee etc. for study and observation. In year 2006, 2007 and 2009, the Association well achieved organization of three session of China International Coffee Industry Exhibition, which attracted lots of exhibitors around the world. The Exhibition, with its comprehensive content, has been known to be the only professional exhibition of coffee industry in China and has earned full acceptance of field experts and exhibitors.

In year 2005, the Association has been assigned by MINISTRY OF LABOUR AND SOCIAL SECURITY PRC and National Committee of Professional Qualification to draft the National Standard of Barista, for which it gathered related experts and allied with other international communities. The National Standard of Barista of China has been approved formally in year 2006 and Barista has become a new profession with national qualification. The relevant teaching materials are now under composing.

China Coffee Association Beijing sincerely wishes to make its own contribution to the coffee culture promotion and coffee industry development of China in future.

COFFEE ASSOCIATION

中国咖啡及咖啡饮料专业委员会受北京商 务局和北京工商联合会（简称 BFIC）批准， 成立于2003年3月。 CCAB是一个由那些分管咖啡业销售、商会 和经济圈的相关公司自愿结合而成立的行业性 组织。在过去的六年间，CCAB组建、帮助、 指导并教育培养了大批会员，在中国咖啡产业 中扮演了越来越重要的角色。CCAB完美的履 行了自己在政府与商界的媒介职能，在行业与 政府之间架起了沟通的桥梁和纽带。 CCAB不仅保护会员们的合法权益和利益， 同时也协助行政主管部门加强对咖啡产业的 质量监管、卫生管理和市场管理。因此，各 个阶层的会员都对这个协会给予越来越多的 信任。 CCAB一个重要的职能就是收集和分析专 业信息，竭诚为广大会员提供有关咖啡产业 最前沿的知识和信息，帮助会员们紧跟世界 潮流。 本协会常设很多职能部门，分别负责商业 服务，对外联络，会员宣传，专业培训及其 他业务运营方面的事宜。这些部门为会员们

提供信息咨询，产品认证，经贸考察，技术交流，管理培训和商业洽 谈等全方位的专业服务。 协会成立以后，与海外同行保持了广泛与密切的交流与合作。目前 已与国际咖啡组织(ICO),欧洲咖啡协会,欧洲特种咖啡协会（SCAE）， 和美国咖啡协会等专业协会建立了友好联系。2005年协会参与组织了 中国国际百瑞斯塔(咖啡师)大赛的，并连续成功组办了五届中国咖啡 师大赛，且每年选派获奖选手参加诸如国际百瑞斯塔大赛、COFFEE FEST咖啡展会这样的活动，同时安排他们到欧洲咖啡协会等地学习 参观。协会于2006年、2007年和2009年成功组办了三场中国国际咖啡 业展览会，吸引了世界众多展览商前来参展。此展览会以其全面综合 的内容成为中国咖啡业唯一专业展览会并赢得了业内专家和展览商们 的广泛赞同。 2005年本协会受国家劳动保障部和国家职业资格认证委员会的委 托，召集了相关专家，连同其他国际团体共同起草了国家咖啡师的相 关标准。具有国际水准的中国百瑞斯塔大赛于2006年被正式批准，百 瑞斯塔咖啡师也已成为具有国际认证资格的职业，其相关的教学资料 也正处于筹备当中。 北京中国咖啡及咖啡饮料专业委员会诚挚的希望可以为咖啡文化的 推广和未来中国咖啡业的发展尽一份力。

For more information please visit http://www.ccab.org.cn or email to ccab@ccab.org.cn

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COFFEE SCHOOL

China Barista Coffee (CBC) Institution of Coffee Consultancy and Training

China Barista Coffee (CBC) is an Institution of Coffee Consultancy and Training, which is the only neutral institution in China. Covering 600 square meters, CBC is located at 751 art zone, the most fashionable area in Beijing. As a comprehensive company, CBC’s business includes coffee cultural promotion, exhibition, consultancy, training and distribution. CBC is aim to establish a professional and neutral platform in China’s coffee industry.

CBC has been established in the best way in China which mainly serves new coffee shop owners, supervisors, baristas and coffee fans. Our company is led by the professional work team, with many experienced industry insiders, as well as teams with international

38

coffee trading experiences, sales and management experiences.

Trainers of CBC are professional: Zou Lei, with 40-50 years coffee market experience in China, know a lot about coffee culture; Ji Ming, with 10 years work experience on coffee beans, the official certificate of completion, honored by International Academy of Specialty Coffee (Coffee Fest), and chief judge of WBC in China, is accomplished in marketing, conseling and cupping; Lin Dongyuan, champion of WBC in Taiwan, 2007, is a professor of latte art; Tan Guoqing, one of the top five baristas in China, is the operational trainer in CBC. Moreover, CBC also invite coffee experts from aboard: Matt Milletto, vice president of the American Barista & Coffee School, is good

at latte art; Bruce Milletto, president of the American Barista & Coffee School, skills in coffee counseling. Trainees is ensured to learn professional technique and knowledge from our trainers.

Using ten top brands Italian commercial espresso machines as well as kinds of specialty coffee beans, CBC offers a professional operational training area to all trainees. Our machines come from different manufactures, including WEGA, FAEMA, NUOVA SIMONELLI, LA CIMBALI, BUNN, MAZZER, RENEKA, LA SAN MARCO and CONTI. Trainees are systematically introduced the use of all different coffee machines, which is a good opportunity for them to fully understand how to use coffee machines in different situations.

COFFEE SCHOOL

谆客福德（北京）咖啡企业管理咨询有限公司（CBC） 是中国唯一一家中立机构，从事咖啡业内咨询与培训的业 务。CBC占地600平方米，位于北京最时尚的798艺术区751 动力广场。作为一综合公司，CBC的业务包括咖啡文化推 广，展览，咨询，培训以及经销。CBC的目标是在中国咖 啡业打造成为一个专业中立的交流平台。 CBC以其最好的方式在中国建立起来，主要为新咖啡店 主们，监管人，咖啡师和咖啡爱好者们提供服务。我们的 公司由专业工作团队领导，连同一些资深业内人士和具备 国际咖啡贸易、销售和管理背景的团队参与其中。 CBC由行内资深专家进行授课。邹磊，具备在中国40 至50年的咖啡业市场营销经验，熟悉咖啡文化。纪铭，擅 长咖啡豆的挑选，具备10年相关工作经验，获得国际特种 咖啡学会（Coffee Fest咖啡展会）授予的官方证书，是中 国地区世界百瑞斯塔（咖啡师）大赛的首席裁判，熟悉 咖啡产业市场营销，咨询和杯测事宜。林东源，是咖啡 拉花艺术的专家，为2007届台湾地区世界百瑞斯塔大赛的 冠军。谭国庆，中国五大顶尖咖啡师之一，为CBC的培训

师。此外，CBC还特邀海外咖啡资深专家加盟：Matt Milletto先生，是美国咖啡师学校的副主席，擅长咖啡拉花艺 术。Bruce Milletto先生，是美国咖啡学校的主席，擅长从 事咖啡业内咨询工作。我们保证每一位会员都将从培训师 那里掌握专业的技能和知识。 在CBC，你将实际操作世界前十大品牌的意式商务咖啡 机和全世界不同品种的特种咖啡豆，而且CBC还提供了专 业训练场地供学员实习。我们的机器来自像WEGA, FAEMA, NUOVA SIMONELLI, LA CIMBALI, BUNN, MAZZER, RENEKA, LA SAN MARCO and CONTI这样不同的生产商。 参加培训者将被系统的介绍各类咖啡机的使用方法，这无 疑是一个可以全面了解如何在不同情况下使用不同咖啡机 的好机会。

For more information please visit www.cbccoffee.com or Tel: 86 10 59799980, Fax: 86 10 64385502

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ICED AID

The art of Swiss Ice-Cream This edition we will introduce you to the ice-cream shop, Movenpick. Movenpick will indulges you with the real taste of premium ice-cream that does not just stop at milk icecream. Movenpick also leads the premium market and look at the market with a different point of view.

Passion of gastronomy Movenpick has its history dated back to 1961 when the passionate homemade icecream chefs in Movenpick hotel in Switzerland came together to invent a superb ice-cream for their customers. Movenpick fulfilled the need of perfect ice-cream from the ice-cream lovers and became wellknown. It expanded the business throughout Europe and officially came to Thailand in 2008, starting in Karon beach in Phuket. It grew steadily, focusing on the expansion to big cities and tourist destinations like Bangkok, Phuket, Hua Hin, and Pattaya. It also plans to sell the ice-cream in major hotels in Koh Samui and supermarkets to get more people to try its product. Movenpick always believe in improving its ice-cream and sticking to its policy to invent premium ice-cream by professional chefs who know ice-cream to fulfill the customer’s ultimate needs.

Target to the upper class Ice-cream had been marketed in Thailand for a long time now, but most of the products focus on mass market, meaning that the ice-cream is low price and aimed for every sex and age. This market is huge and has the value of around 7 billion Baht, but Movenpick has a different view. It introduces the option for ice-cream lovers who crave premium ice-cream, so it aims for the upper class or class B+ to A customers. These targets are high earners, and even though they don’t eat ice-cream every day, but they would want some ice-cream in the weekend. The target may be office workers, foreigners who live in Thailand, and tourists who already know the brand. Moreover, Movenpick grew up from the hotel business, so it has the special knowledge in producing the ice-cream that is suitable for hotels. That is why the company aims to 4-5 stars hotels, high end restaurants, and some theme parks such as Ocean world and Phuket fantasy because these places attract a lot of tourists.

Despite the small quantity when comparing to mass market, the advantages of targeting high end market with super-premium products are small number of competitors, clear market position, and most importantly, the high end market does not get affected by the slow economy. The target customers 40

are quite wealthy and still have their usual lifestyle. They can still have ice-cream and do not need to reduce their living expenses.

However, the slow economic had some effects on the number of tourists, but it still does not cause as much impact as the other market.

The art of Swiss ice-cream Ice-cream making is a form of art. Movenpick carefully creates its art from selected 100% natural ingredients with no synthesize additives. We pay great attention from the basic, and we don’t just use normal milk. Movenpick uses fresh cream from the best breed of cow to create the fragrant and smooth icecream.

Movenpick chooses the best ingredients for our ice-cream. Our vanilla ice-cream is made from Madagaska’s vanilla beans, our Swiss chocolate ice-cream is made from cocoa beans from Marakaibo in Venezuela which is the best place in the world for cocoa beans, and our maple walnut ice-cream is made from Canadian maple syrup. Movenpick signature ice-creams are the vanilla and chocolate flavor, because the hotels love our vanilla ice-cream that goes very well with their cakes, and chocolate flavor is quite famous in Thailand.

Movenpick also has choices for sorbet lovers. We do not use jam, small pieces of fruit,

or preserved fruits to create the flavor, but we use carefully selected fresh fruits. You can feel the texture of real fruits, and we only added 0.03% of cream to make the ice-cream much smoother with very small amount of cream.

After the best ingredients are selected, they will go through the manufacturing processes in Switzerland, carefully packed, shipped in an enclosed container, and carefully kept at -25 degree Celsius after arriving in the shop.

The ice-cream you taste in Thailand will be the same as the ice-cream freshly made in Switzerland.

Movenpick dares to aim for the premium market because we are confident in the quality, manufacturing methods, ingredients, preserving techniques, and our attention to details and standard. Everything we do put Movenpick ice-cream as the choice for icecream lovers, and we aim to further expand the market.

Currently, Movenpick has 10 flavors which are vanilla, Swiss chocolate, strawberry, espresso, maple-walnut, caramelita, white chocolate, tiramisu, passion fruit-mango, and raspberry.

The readers of this edition of CTI will get an opportunity to taste 6 flavors of Movenpick ice-cream. Just send an email to pim@blueskybooks.net, and the first 10 senders will get to indulge in Movenpick ice-cream.

ICED AID

本期我们将向您介绍Movenpick冰淇淋店。你将从Movenpick上品尝到优质冰淇淋的真正味道，并从此迷恋上 它。Movenpick的产品不只局限于牛奶冰淇淋，它还以一 种独特的视角引领了高端市场的发展方向。 对美食的热爱 Movenpick的历史可以追溯到1961年，当年来自瑞士Movenpick酒店热情的冰淇淋制作大师们聚集在一起，为顾客发 明创造出了一款超级冰淇淋。Movenpick的冰淇淋让广大 冰淇淋爱好者们感觉完美到无可挑剔并成为了知名品牌。 之后Movenpick 将其业务扩展到整个欧洲，并于2008年正 式进入泰国市场，在普及的卡隆海滩开始了第一家店的经 营。公司业务稳步发展，并重点向曼谷、普及、华欣和芭 提雅这几个大城市及旅游胜地发展扩大。公司同样计划在 苏梅岛的大宾馆和超市里进行冰淇淋销售，让更多的人都 有机会品尝到自己的产品。Movenpick公司一直致力于产 品的不断完善并坚持由专业大师发明创造优质的冰淇淋以 满足顾客的最终需求。 面向上流社会的目标 冰淇淋产业已经在泰国发展了很长一段时间了,但是大 多数产品的销售对象注重于大众市场,也就是说其产品市 场价格低且面向各个性别和年龄阶段。这个市场巨大且 价值在7亿泰铢左右，但是Movenpick却对此持有不同的看 法。Movenpick向那些热衷于高品质冰淇淋的人士提供选 择，因此其目标自然是面向上流社会或B+至A级的消费群 体。公司的销售对象是那些高收入者,即使他们不会每天都 吃冰淇淋,但他们会在周末享用一番。这些对象可能是办公 室职员,居住在泰国的外国人和那些对该品牌早有耳闻的游 客们。此外,因为Movenpick是靠酒店生意起家的,所以在如 何生产出适用于酒店销售的冰淇淋的问题上有着独到的见 解。公司旨在发展4-5高星级酒店、高级餐厅和一些主题公 园,如海洋世界、普吉梦幻乐园的冰淇淋销售,因为这些地方 可以吸引大批游客。、 尽管市场份额小，但是相对于大众市场，针对高端市场 提供超高品质产品的优势在于竞争者数量少,市场定位清 晰,且更重要的是,高端市场不会受到缓慢经济的影响。公 司的销售对象是那些有钱人,这些人仍旧保持着一贯的生活 方式。他们还有能力购买冰淇淋,并不需要减少什么生活开 支。然而,缓慢经济还是对游客的数量造成了一些影响,但是 相比其他市场，高端市场所受到的影响仍是最小的。 瑞士冰激凌中的艺术品 冰淇淋制作是一门艺术。Movenpick采用100%不含任何 添加剂的天然配料精心创作自己的艺术。我们高度重视基 础配料，不会仅仅使用那些普通牛奶。Movenpick采用来 自优质品种奶牛产出的鲜奶油创造出气味芳香、口感柔滑 的冰淇淋。

Movenpick选择最好的配料制作冰淇淋。我们的香草冰 淇淋是用来自马达加斯加的香草豆制成的；瑞士巧克力冰 淇淋是用来自委内瑞拉的马拉开波地区的可可豆制成的， 该地区被认为是世界上最好的可可豆生产地；还有我们的 枫叶核桃冰激凌是用加拿大枫糖浆制成的。Movenpick的 招牌冰淇淋是其香草和巧克力口味的冰淇淋，因为在酒店 的销售中，香草冰淇淋可以很容易的搭配酒店的蛋糕被销 售出去，而巧克力口味则是在泰国相当有名。 Movenpick也为果汁冰糕爱好者提供多种选择。我们不会 使用果酱、小块水果, 或是水果罐头来打造产品的味道，我 们采用的是精心挑选过的的新鲜水果。在我们的产品中， 你会感受到的真正水果的质地,而我们仅仅添加0.03%的奶 油来提升冰淇淋的柔滑度。

精心挑选配料后，产品将进入瑞士地区的大批量生产过 程。公司的冰淇淋会被小心的包装，并被装入一个温度保 持在零下25度的密闭集装箱内运往泰国的商店。这样，你在 泰国品尝到的冰淇淋就和在瑞士新鲜出品的一模一样了。 Movenpick敢于瞄准高端市场,源于公司在产品质量、生 产方法、成分、保鲜技术与细节和标准把握上的自信。我 们做的每件事都将使Movenpick冰淇淋越来越受到冰淇淋爱 好者的青睐,而且，我们下一步将进一步扩大市场。 目前,Movenpick的冰淇淋共有10种口味,分别是香草、瑞 士巧克力、草莓、咖啡、枫叶胡桃,、焦糖、白巧克力、提 拉米苏、激情芒果和覆盆子。 Nestle (Thai) Ltd. Central World, 43rd Floor 999/9 Rama I Road, Pathumwan, Bangkok 10330 Thailand www.movenpick-icecream.com

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CAFE DESIGN

Zonar’s Cafe The Best Greek Confectionery Wonders

Zonar’s Café is an ancient café known in all the Greece situated near Syntagma Square at Atene, a zone that maintains the charm of the old city, built up by well-off Greeks people and foreigners here residents. The historical café has been recently enriched by a chocolate factory-pastry shop designed and furnished

by Costa Group. This Athenian pastry shop is one of those places to discover and don’t leave any more. Mark and keep jealously this address and diffuse it with discretion only to people who loves to take a sweet and a slow pause. The long counter boasts a precious enlighten frontal made of white corian, on which the Zonar’s logo has been reproduced in decorative key. The counter is a triumph of delights, composed by pâte sablée, various taste eclair, chocolate-semifreddo, fruit cakes, mascarpone cream’s cones melted with black chocolate, pastries and coloured pralines. The confectionery pastel colour is posh and voluptuous at the same time and it is an extraordinary picture, completed by the joy of the “macarons”, small French pastries created by Pierre Desfontaines. The chocolate gluttons will be attracted by the cocoa’s aroma declined in every tone and purchasable as pralines, cocoa, cocoa truffle, decorated chocolates, tablets.

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With its brightness this counter stands out from a sort of theatrical background, composed by a liberty style boiserie with a mirror at the centre.

The charm of the place is given from the mix of ancient and modern and from a dreamy aura underlined by particular elements like the table hanged up on the ceiling, a kind of greedy swing, and the impending cylindrical lamps over the counter, decorated by silk and jewels, drawn by artist artisan Mara Mastrosanti specifically for Costa Group. On the right side, a framed mirror widens the feeling of place’s depth and a structure made of plexi glass back lighted in stripes hides elegantly a small preparation zone.

The biscuits and the pralines are showed like jewels and manufactured in elegant boxes closed with refined silky ribbons.

Impossible to resist in front of so many confectionery wonders: every customer would carry some sweet treasure at home.

CAFE DESIGN

Zonar’s 咖啡厅是一个在希腊有着悠久历史的著 名咖啡厅，位于希腊宪法广场附近。这一地区聚居 着希腊当地的有钱人和外国人，其古城的旧貌被很 好的保留了下来，至今仍展现出其独特的魅力。近 期，这家颇具历史的咖啡厅迎来了一家巧克力糕点 店的加盟。这家糕点店由英国著名科斯塔集团装修 设计，已成为了一个在雅典让无数人流连忘返的地 点之一。些许妒忌于这家店得天独厚的地理环境， 人们通常只会谨慎的与那些喜好在繁忙的生活中歇 一歇脚步，寻找甜蜜感觉的人们分享。长长的柜台 正面是用白色可丽耐人造大理石做成的，显得十分 的华丽醒目，Zonar的标志也被标在其上，起到了 关键的装饰效果。柜台里摆放了琳琅满目的点心， 有法式塔皮面团、各种口味的泡芙、热巧克力冰淇 淋、水果蛋糕、混合了黑巧克力的马斯卡彭锥形奶 油干酪还有五颜六色的胡桃糖。这些糖果糕点的颜 色亮丽中透着华贵，由Pierre Desfontaines创造出来 的法国小圆饼也被摆放在一起，组成了一幅令人愉 悦的特别画卷。巧克力粉丝们一定会陶醉于店内弥 漫的可可香气之中，而店内出售的胡桃糖、可可、 可可松露糖、装饰类巧克力和各类糖片儿也定会让 你爱不释手。 店铺的中央摆放着一面有着华丽木雕镶框的镜 子，彰显出自由的设计风格，鲜亮的色彩使整个柜台 在一片颇为戏剧式的背景布局中显得格外的醒目。 古典与现代的完美结合与梦幻般的氛围，正是这 个小店的魅力所在。天花板上悬挂的表牌贪婪的摆动 着，柜台上方悬吊的柱形顶灯，是由科斯塔集团的美 术工匠马拉马斯特罗桑蒂特别设计，加入了丝绸和珠 宝为装饰元素。右侧，一面镶框镜面扩大了店面整体 的深度感，树脂玻璃的材质加上后面条纹的设计优雅 而巧妙的遮盖了身后的一处小的准备区。 店中的饼干和胡桃糖像陈列的珠宝一般，被装在 配有精巧丝带装饰的华美礼品盒内。 在如此多的糕点精品面前又有哪个顾客可以抵制 住诱惑呢？！每一位光临此店的顾客都会忍不住把 这些小点心视为珍宝，带回家中。

ZONAR’S VAUKOURESTIOU 9, ATENE Design and Furniture: Costa Group, Arch. Daniele Gottardini Photos: Vangelis Paterakis © costagroup.net

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CAFE INTERIOR IDEA

First Step to your Ideal Design

BY Piraya Srisouta

Coffee café is a kind of the place where customers take their time and use quite a lot of space. The best characteristic for the café to attract more customers would have to be the relaxing mood and comfortable atmosphere, but how will you communicate with your interior designer or your contractor to get the atmosphere you desire? In this first edition, we will suggest the design steps and interior design boundaries for new café owners to get your dream shop and the atmosphere you want.

First, you must be certain of the café’s image before starting to communicate with the designer and contractor. We frankly suggest you not to keep changing your mind because the designing cost will increase each time you do. The best way to prevent this is for both parties to have the design drawings, so the contractor will do exactly as in the design, and the interior designer take a very big role in helping you at this point.

You must have the image of the café in your mind at the early stage. You can get the ideas from magazines and create an image of your dream café.

This will give the designer the idea of what you want and set up the café’s theme. Once the theme is set, you will have more vivid ideas and have the border to work in. This keeps the work in the direction you want and controls the outcome of the atmosphere.

The next step after setting up the theme is to manage the café’s space.

The interior designer will determine the walking space, determine how the furniture should be used, and choose the furniture that suit the café.

Everything in the design must be considered as a whole and fit with the theme, for example, if your theme is Victorian style, it will be a bad mismatch to use a red lips-shape sofa like in the Austin Powers movie.

We would like to stress on the walking space because it affects how the café space is used. It is not just the walking space, but it includes the safety of your customers as well, because you would not only sell cold beverages.

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The next step is the building materials and café decoration. If your theme is from an era, then put yourself in the shoes of someone from that period. Use the materials and props that is widely used at that time.

For example, if you want a café with the theme of 2499 B.E., then you might want to go out and feel the atmosphere at Wang Burapha, sit and relax at On Lock Yoon café, or just go to Plearn Waan for a whole week to absorb the atmosphere and ideas. Or if your café has a HIP (High Individual Person) theme, you can decorate your café with the props that reflect who you are. For instance, you can decorate your café to be the meeting point for Man UTD fans if you are one.

The novice in designing may not know what props are. Props are objects that designers use to decorate the place. It may be a wooden crate filled with coffee beans, a coffee roasting pan, a sack, or anything you use to build up the atmosphere. Props are usually small things, but it can also be big things like Mao Tse-tung sculpture in front of iberry ice-cream shop in Chiangmai. This sculpture is also called the shop’s highlight which can be anything big to small gimmick that create a fun environment. Nowadays, a lot of designers in different fields use gimmicks in their designs because they are fun and also can boost up the sale effectively. These gimmicks make the customers remember the shop, and they are the interesting technique to use for a small, newly opened shop.

The last thing to complete the atmosphere of your dream café is co-operate design which include spoons, forks, bowls, saucers, menu, paper texture, tissue paper, napkins, aprons, towels, all small accessories, and also include basins, and pots used in the café.

The interior design boundaries and the theme determine the atmosphere of your café. So if you have a solid and interesting theme, it will be the most important thing that attract the customers and leads you to success.

CAFE INTERIOR IDEA

创建主题后，下一步就是要着重处理咖啡厅的空间设计了。室 内设计师会决定供顾客行走的空间位置，家具的摆放位置以及家 具的选择。每一项设计都应被当作一个整体来考虑，使其与主题 相辉映。比如说，你确定的主题是维多利亚风格，那么采用一个 如电影《王牌大间谍》里那样的红色唇形沙发就会显得十分的不 搭调了。 你会强调供顾客行走的空间位置，因为这会影响咖啡厅整体空间 的利用。这也不仅是步行位置的问题，更涉及到顾客的安全问题， 因为你清楚自己卖的不只是冷饮而已。 接下来就是建筑材料和咖啡厅的装饰问题了。如果你采用的是 某一个年代的主题，那么就把你自己想象成那个时代的人去思考 问题吧。采用那个年代被广泛使用的材料和小道具。比方说，你 想要你的咖啡厅拥有2499年英国风格的主题，那么你就要出去转 转，感受一下泰国东方大学那里的气氛，到Lock Yoon咖啡厅坐 下来放松放松心情，亦或是到Plearn Waan出行一周体验那里的氛 围，汲取灵感。

咖啡厅是一个可以满足顾客休闲娱乐和享有很 多个人空间的地方。咖啡厅最突出特点在于其轻 松舒适的氛围，这也正是它会吸引许多顾客的原 因。可是你怎样和你的室内设计师或是承包商商 讨以达到你想要的那种效果呢？第一版中，我们 将向新咖啡店主们推荐几种设计步骤和室内设计 界定，营造出你想要的那种氛围，使你梦中的咖 啡店成为现实。 首先，在你与设计师和承包商交涉之前你必 须确认好咖啡店的形象。我们坦率的建议您不 要经常改变主意，因为设计费用会因您每次的改 变而增长。防止此类情况发生的最好方法就是双 方都拿出各自的设计图来，这样做的好处是承包 商会严格按照设计图纸去装修，而室内设计师会 在这一方面为你提供很大的帮助。一开始你就要 在脑海中对你的咖啡厅有个整体的构想。你可以 从杂志里寻找灵感勾勒出你梦中咖啡厅的形象。 这有利于设计师了解你的需求并确立咖啡厅的主 题。一旦主题确立了，你会有很多奇思妙想并且 会为投入的工作划定一个界限。这会使工作朝着 理想的方向发展并可以很好的控制咖啡厅氛围的 营造效果。

装修新手通常不会知道小道具所谓何物。小道具就是设计师用 来装饰的物件儿。它可以是一个满是咖啡豆的木篓，一个炒咖啡 豆的平底锅，一个袋子或是 其他任何可以用来营造氛围的东 西。小道具通常指的是一些小物品，但是它同样也可以是一些大 体积的东西，譬如清迈iberry冰激凌店前面的毛泽东塑像。这尊雕 像堪称这家商店的一大亮点，借助了大大小小的噱头来营造出一种 有趣的环境。现如今，很多来自不同领域的设计师们都会将一些小 把戏运用到自己的设计中去，因为他们很有趣同时可以有效的促进 销售额的增长。这些小花招可以使顾客对店面过目不忘，这对于那 些规模不大的新开的店面来说会是一个可以考虑的有趣的方法。 要打造出你理想咖啡店氛围的最后一步就是要协调设计考虑咖啡 店里使用的勺子、叉子、碗、碟子、菜单、纸张质地、纸巾、餐巾 纸、围裙、毛巾、脸盆、咖啡壶等所有小配件。 室内设计界定和主题决定了你咖啡店的氛围。因此，拥有一个 固定有趣的主题，将会是你吸引顾客最至关重要的一点，它会引 领你迈向成功。 Piraya Srisouta - a real talented designer in the flesh!

Currently, she followed her decorative path to actively working in a designer. She was graduated from the Faculty of Decorative Arts, Silpakorn University and later used her imaginative artistic skills to design an entire restaurants Apart from her masterwork, She was also a columnist of Home Décor magazine in Home Feature section. That is why CTI magazine will never miss an opportunity to invite this young designer for the new column “Interior Design”.

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COFFEE TECHNIQUE

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Make Your Own Espresso and Cappuccino at Home No matter you are carrying your backpack to the roof of the mountain, lying down on the beach and listening to the wave sound, or chilling out in your own room, it is possible to find a fine coffee in everywhere. In this issue, we will introduce you one of the simple ways for brewing coffee by applying mypressi TWIST and Metek Milk Frother. Special for the coffee-lover!

Preparation: 1. Grab your mypressi TWIST. Unscrew the end cap from the handle. Screw the cartridge holder back onto the handle until it was locked well.

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2. Remove the water bowl from the top of the TWIST by rotating it in a counter clockwise direction.

3. Place the standard basket on a flat, stable surface. Fill the basket with the required amount of coffee and level the coffee by brushing away an additional coffee with your fingers. Then use the temper press on the coffee in the basket and insert the basket into the holder located at the front of the handle.

4. Remove the water bowl lid from the water bowl. Place the water bowl on the handle and turn until it firmly locked in place. Pour hot water into the water bowl until it reach the bottom of the level tab inside the cup. Put the water bowl lid back onto the water bowl, rotating clockwise until it is also firmly locked in place.

5. Ensure your espresso cup or shot glass is located on a flat and stable surface. Position the TWIST spouts over the cup (or two cups if you are making two single shots) and pull the trigger. The extraction should take 20-30 seconds.

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6. Release the trigger when the espresso stops flowing or you hear air coming out the spouts. You will hear a loud hiss as the operating pressure is released from the water bowl.

You may then enjoy your espresso.

7. If you want to create flavor coffee, add milk frother by using Metek Milk Frother for just a few seconds. Insert the blender into the pot on the centre shaft.

8. Pour milk into the pot, at a maximum of 250 ml, which is the level marked withMax. If more milk is poured into the pot, you risk an overflow of warm milk foam.

9. Put the pot onto the base station. Check that the electrical plug is inserted into the mains socket.

10. Press the on switch (signed “I�) lightly down. The blender will start to rotate and the heating disc will start to warm up the milk. In about 60-90 seconds, the machine will stop automatically. The pot is now filled with hot luscious milk foam.

11. Pour milk foam into your prepared espresso. That is it! Now you can enjoy your perfect coffee in many different menus such as cappuccino, latte, or even your signature drink. Available in every time and everywhere!

Caution: 1. For mypressi TWIST: Never remove any part of the equipments while operating.

2. For Metek Milk Frother: After foaming milk/ warm up milk the empty appliance needs approximately 3 minutes to cool down, before using it in the next time.

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5

COFFEE TECHNIQUE

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现如今，无论你是在背着背包向山顶攀登，还是躺在沙滩上倾听 海的声音，或只是在家中放松心情，可以随地拥有一杯美味咖啡的梦 想已成为可能。本期杂志将向大家，特别是咖啡爱好者们介绍一种用 mypressi Twist 便携式咖啡机和 Metek milk Frother 打奶泡机来烹煮咖啡 的简单方法。 制作方法： 拿起mypressi TWIST便携式咖啡机。旋开手柄处的端帽。把蓄气筒大 头一端放入端帽中，然后旋上蓄气筒托座于手柄上并拧紧。

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逆时针方向旋转取下咖啡机顶部的水碗。 把咖啡槽放在一平稳的地方。将槽中放入所需计量的咖啡，并用手 指拭去多余的部分。然后用咖啡压粉器挤压咖啡槽中的咖啡并将咖啡 槽插入槽托座内，固定于手柄前端。 取下水碗的盖子。将水碗放在手柄上旋转并锁紧。将碗中倒入热 水，水量与碗内底部刻度表的刻度持平。顺时针旋转碗盖将其扣紧在 水碗上。

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将你的咖啡杯或小酒杯放在一平稳的地方。将咖啡机出水口置于杯 子之上（如果愿意，也可以是两杯），拉起出水口。倒出咖啡，时间 控制在20秒至30秒之间。 当没有咖啡流出或是你听到有水汽从出水口冒出的声音时合上出水 口。水碗不再受压以后，你会听到一声响亮的嘶嘶声。然后你就可以 享用你的咖啡了。

9

如果你想制作风味咖啡，来试试Metek Milk Frother奶泡机吧，只需 几分钟就可以打出泡泡来。将搅拌器插入中轴上的罐子里。 将牛奶倒入瓶子里，最多不可超过250毫升。如果超过了这个量，我 们加热牛奶的时候就可能会有奶沫溢出。 将罐子放在底座上。检查是否插头是否插入插座。

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轻轻按下启动开关（标记为“I”）。搅拌器开始旋转，加热圆片 开始加热牛奶。60至90秒钟之后机器将自动停止运行，而罐子里将满 是美味的热牛奶泡泡了。 将奶沫倒入做好的咖啡中之后，一切就大功告成了！现在你可以尽 情烹煮你的完美咖啡了，你有很多种选择，卡布奇诺，拿铁甚至你自 己创作的咖啡，随时随地，乐在其中。

11

注意事项： Mypressi TWIST便携式咖啡机：操作的时候不要挪动任何部件。 Metek Milk Frother:打完奶泡或是给牛奶加热之后，设备需要冷却大 约三分钟的时间才可以供下次使用。

For more information please visit www.a4coffee.com or Tel. +662 276 0741

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CAFE AROUND THE WORLD

Cat Café Calico The place for cat lovers

A lot of people love cat and like to just play with cats anywhere they saw it, but sometimes it’s just not easy to keep one as pet. There are many restrictions like the house is not suited to have pet, the condominium does not allow pets inside, and busy lifestyle. These restrictions allow a new business to rise in Tokyo.

This edition of CTI introduces you to Cat Cafe Calico, the coffee shop for cat lovers. Located in Tokyo, Misashino, and Shinjuku; the café don’t just serve tea, coffee, and cola, but there are about 15 different breeds of cats roaming freely in the café for the customers to play with.

Or you can buy snacks for these kitties and feed them from your hand. The café charge 900 Yens per hour and 200 Yens every 15 minutes after that for the cat lovers to ease their crave for a pet.

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很多人都爱猫，无论他们在哪儿见到这些小家伙，都喜欢和它们玩上一会儿。但 是有些时候想把它们养为宠物却并非一件易事。人们会面临诸多限制条件，譬如说 居住的房子不适合养宠物，公寓楼不允许养宠物，还有就是忙碌的生活方式不允许 我们这样做。然而，这些限制条件却为一新兴产业在东京的兴起提供了条件。 本期CDI 将向你介绍花斑猫咖啡厅,一个专为猫咪爱好者设计的咖啡商店。这 类咖啡厅坐落于东京、武藏野 和新宿这些城市。咖啡厅不仅向顾客提供茶、咖啡 和可乐这些饮品，更有15种不同品种的猫咪漫步于咖啡厅中,供顾客玩赏。或者， 顾客可以选择购买一些小零食亲手喂给这些小家伙们。此类咖啡厅的消费为每小 时900日元，在此之后，猫咪爱好者们还可以以每分钟200日元的价格来满足自己 对拥有一只宠物的渴望。 For more information please visit http://cafecalico.com Floor 5/6 (enter via 6th floor) 1-16-2 Fuji building Kabuki, Shinjuku, Tokyo Tel. 03-6457-6387

TRADE SHOW CALENDAR

Trade Show Calendar

February 18-21, 2010 MCC Hall, The Mall Bangkapi, Bangkok, Thailand

May 12-15, 2010 IMPACT Challenger, Bangkok, Thailand

February 18-21, 2010 MCC Hall, The Mall Bangkapi, Bangkok, Thailand

June 23 - 25, 2010 Impact Exhibition & Convention Center Bangkok, Thailand

March 11-13, 2010 Bali International Convention Center, Bali, Indonesia

June 23 - 25, 2010 London, UK

March 29 - April 1, 2010 Shanghai, China

July 15-18, 2010 BITEC, Bangkok, Thailand

April, 15-18, 2010 California, USA

September 7-9, 2010 Hong Kong Convention and Exhibition Center, Hong Kong

April 20-23, 2010 Singapore Expo, Singapore

September 15-18, 2010 Siam Paragon, Bangkok, Thailand

May 12-15, 2010 South Korea

October 28-30, 2010 Triest Espresso Expo 5th edition, Trieste, Italy

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TRADE SHOW TOUR

Host 2009 Milan, Italy October 21 – 25, 2009 A particularly lively atmosphere characterised the business contacts, events and training seminars of the 36th edition of Host, the International Exhibition of the Hospitality Industry, which end at October 25th, 2009 in the fieramilano area in Rho. An edition characterised by an increasingly International atmosphere, as the figures confirm: attendance by overseas visitors reached 33 thousand from 143 countries, almost a fifth of the total figure of 125 thousand - in line with the 2007 edition.

The Exhibitors expressed satisfaction for the rate of internationalisation and the quality of the meetings they had. In fact, Host is an event that companies wait for to exhibit their innovations, and which this year focused above all on ecosustainability, design and energy saving. 1,445 Exhibitors from 40 Countries is enough to prove that the Operators, all of which were highly qualified, were will-

ing to do business, as expressed by the deep interest in the innovative solutions on show.

A full calendar of events and training seminars, with over 350 events in five days, was the background to the exhibitions context. A great success, in particular, for the special areas. At Hotel Emotion, with a combination of eco-sustainability, design and technology as the protagonists, in the Double Face Room and WT Hotel

by Host areas, a ‘glimpse’ of a hyper-technological and hypercomfortable future, as well as Host In Translation, an ideal journey into transit and holiday locations.

The Villaggio del Caffè (Coffee Village) hosted events dedicated to the entire supply chain for the first time at a fair: from green leaves to roasting, and from toasting to training. Among the numerous events were the traditional “Cono D’Oro” (Golden Cone) competition and the 1st Italian Gran Prix of coffee cafeterias. Always on the theme of coffee, the Le Dame del Caffè exhibition was held, which brought the most beautiful espresso machines of the 20th century to Host. The Piazza del Gelato (Ice Cream Square) saw the Lombardy selections for the 5th Italian Ice Cream Makers Championship as well as Masters courses and innovative demonstrations.

Host hopes to see you at the 37the edition, which will be held in the fieramilano area in Rho from Friday 21 October to Tuesday 25 October 2011.

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TRADE SHOW TOUR

集合了商务往来，业务项目和培训研讨会的第36届米兰国 际酒店用品展在一片热烈而欢快的气氛中于2009年10月25日在 Fieramilano Rho展馆落下帷幕。如同数字显示，本届展览会比 以往更具国际化，来自143个国家的3万3千多名海外人士参加 了本届展会，几乎达到了总人数12万5千人的五分之一，其到 访人数与07届持平。 参展商对此次展会的质量和国际化程度表示满意。事实上， 国际酒店用品展是各个公司等待展示其改革创新的大会，而今 年的展会更侧重于生态可持续发展，设计和节能这三方面的考 察。来自40个国家的1445名参展商对展出的各类创新方案表示 出浓厚的兴趣，同时也证实了所有的经营者都能胜任并愿意 从事这一行业。 5天的日程被安排得很满，超过350个业务项目活动和陪训研 讨会是这次展会的主要内容。 本次展会，尤其是在一些特殊领 域上，取得了巨大的成功。在Hotel Emotion国际酒店器皿展中, 可再生性，设计和技术这三要素共同成为了展会的主角，从参 展的双面屋和WT酒店中可以一窥一个超科技与超舒适的未来， Host In Translation则是去中转站与度假地的理想旅程。维拉焦 德 尔咖啡厅(咖啡村) 第一次在展会上承办了从种植到烘焙再到培 训的整个咖啡供应链的项目活动。众多项目活动中还包括了传 统的乔诺德 德奥罗（金冰激凌杯）比赛和首届意大利自助咖啡 厅大奖赛。一向以咖啡作为主旋律的女人街展台带来了20世纪 最美丽的咖啡机。 The Piazza del Gelato (冰激凌广场) 迎来了伦巴 第区第5届意大利冰激凌制作冠军赛和大师课程和创新展。 第37届国际酒店用品张将于2011年10月21日星期五——25日 星期二再次在Fieramilano Rho展馆举办。 For more information please contact rosy.mazzanti@fieramilano.it or visit www.host.fieramilano.it

51

TRADE SHOW TOUR

Specialty Coffee & Tea Convention for The Middle East 10 – 12 November 2009 Al Bustan Rotana Convention Centre Dubai, United Arab Emirates Specialty Coffee & Tea Convention 2009, the Middle East’s only dedicated event for the specialty coffee and tea industry, concluded with over 2,000 trade visitors attending an unprecedented showcase of the latest products, equipment and trends in the coffee and tea industry from more than 50 global exhibitors.

The National UAE Barista Championship (UBC), a major highlight of the Specialty Coffee and Tea Convention, produced the UAE's first-ever representative to the 2010 World Barista Championship in London. Vikram Kashyap of Caribou Coffee emerged as UBC’s inaugural champion while Kim Thompson and Raja Muthusamy, both of Raw Coffee Company, took the first and second runner-up spots.

To mark the success of the event, Stephen Morrisey and Gwilym Davies, 2008 and 2009 World Barista Champions respectively, made a signature beverage named ‘Aalam Al Barista’ in honor of the inaugural National UAE Barista Championship and to mark the first edition of the Convention.

Building on the success of its debut, Specialty Coffee and Tea Convention will return in 2010 from October 13 to 15 in Dubai, United Arab Emirates with a more comprehensive line-up of exhibitors, visitors, delegates and sponsors; thus, offering participants an excellent platform to show case their brands with the Middle East’s coffee and tea industry.

Specialty Coffee and Tea Convention is jointly organized by the Specialty Coffee Association of America (SCAA), the world’s largest coffee trade association dedicated to creating a vibrant specialty coffee community and International Conferences and Exhibitions (IC&E), one of the Middle East’s pioneering and well respected convention management firms.

2009年中东特种咖啡与茶展览会是中东为了咖啡与茶产业专门举办的展 会，来自超过50个国家的2000多个贸易商参加此次空前规模的盛会。展会展 出了最新的产品，设备并呈现了咖啡与茶产业的发展动向。 阿联酋国际百瑞斯塔（咖啡师）冠军赛（UBC）是此次展会的一主要亮 点。本次大赛中的获奖者将首次代表阿联酋参加2010年在伦敦举办的国际 咖啡师冠军赛。来自卡里布咖啡厅的维克拉姆•加实耶巴成为了UBC大赛历 史上的第一位冠军，来自天然咖啡公司的金•汤普森和拉加•穆都沙米分列 二、三名。 为了彰显此次展会的成功，2008年及2009年国际咖啡师冠军赛的冠军斯 蒂芬•莫里西和格威利姆•戴维斯做了杯名为“Aalam Al Barista”的创意饮 料，以纪念首届国际阿联酋国际百瑞斯塔（咖啡师）冠军赛及展览会的巨 大成功。 基于首届大会的成功举办，中东精品咖啡与茶展览会将于2010年10月13 日——15日再次在阿联酋迪拜举办。届时将联合参展商，贸易商，代表和 赞助商组成更强大阵容，为参与者提供一个更好的平台来展示中东地区咖 啡与茶业自己的品牌。 精品咖啡与茶展览会是由美国精品咖啡协会（SCAA）共同举办的。美国 精品咖啡协会是全球最大的咖啡贸易协会，旨在打造一个充满活力的精品 咖啡社团和IC&E国际展览会，这也是中东成立时间最悠久且极具代表性的 展览管理机构之一。 52

TRADE SHOW TOUR

FHC CHINA 2009 Shanghai New International Expo Centre (SNIEC), Pudong, Shanghai, China 18-20 November 2009 A total of 20,810 trade buyers met suppliers at FHC China 2009, China’s premier expo for imported food, wine and hospitality products, which ended last week in Shanghai. The 13th edition of FHC from 18-20 November 2009 attracted 849 companies from 61 countries and 28 National pavilions, of which 12 were new country groups this year. The record number of international exhibitors and their distributors were overwhelmed by the quality of buyers that attended the 3-day trade show.

FHC is an all encompassing food and beverage show. New this year, are three specialist events, namely Meat China, Tea & Coffee China and Wine & Spirits China. Each event has its own zone of companies within the exhibition, allowing the specialist visitor the convenience of seeing a large selection of related product in the same area. These specialist shows were made even more attractive for visitors by the opportunity to attend industry seminars, competitions and tutorials for their specialist industry.

FHC China 2010 and associated events Wine & Spirits China, Tea & Coffee China and Meat China, returns to Shanghai from 11-13 November 2010.

2009年中国首次举办的国际进口食品展于上周在上海落下帷幕，其间共有两万 零八百一十位采购商与供应商参加了此次展会。第十三届国际进口食品展自2009 年11月18日至20日历时三天，共吸引了来自61个国家的849家公司参展，28个国家 展馆中，有12个是今年新加入的。此次展销会中，国际展销商的数量可谓达到了 历史之最，而客流量之大也同样令他们始料未及。

国际进口食品展包含了食品与饮料的展览。今年新开设了三个专项展览，分别 为：中国肉制品展，中国茶与咖啡展以及中国酒展。每个展会都有涉及相关领域 的公司参加，为来访专家在本领域内有更多选择提供了方便。对到访者来说，这 些专项展览可谓更具吸引力。因为通过展会，商家有机会参加产业研讨会，良性 竞争以及得到该行业特别指导。

53

TRADE SHOW TOUR

2009 Taipei Tea, Coffee & Wine Expo Taipei World Trade Centre, Taipei, Taiwan, China 20-23 November 2009

Taipei Tea, Coffee & Wine Expo 2009 has come to a successful conclusion on Nov. 23. During a 4-day exhibition, there are 200 exhibitors with over 400 booths to showcase their latest products and attracting 150,000 attendees from home and abroad to understand market trends and seek new business opportunities. The product sales increased day by day.

In addition, all kinds of competitions and performances were held at the expo, which to create an atmosphere of excitement. “Taiwan Barista Championship” gathered all excellent Taiwanese baristas to contest the championship. Among these great baristas, Mr. Zhong Lun Zhang won the champion and will contest for World Barista Championship held in London in 2010. On Nov. 23, Taiwan barista championship, Salvador Barista Champion (Mr. Luis Rodrigo Giammattei Berganza) and 2007 Latte ART Champion (Mr. Jack Hanna) showed their outstanding coffee making technique together, which attracted a tremendous media/public attention. Moreover, we sincerely invited ambassador of El Salvador to introduce Central American coffee beans with excellent quality for participants. The exhibition has attracted a tremendous attention among tea, coffee & wine industry, and is expected to attract more exhibitors in 2010. We sincerely invite you to participate in the show next year.

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2009台北茗茶 咖啡暨美酒展於11/23圓滿落幕， 今年共展出400多個攤位、200家廠商！現場展示來自世 界各國之商品，包含五大洲茶、咖啡、酒、設備及相關 產品，現場交易熱絡，處處彌漫茶與咖啡的香味。展期 吸引約150,000位民眾共襄盛舉，多家媒體蒞臨採訪。並 於展覽期間舉辦2009咖啡大師選拔賽，由咖啡達人張仲 倫在眾多競爭者中脫穎而出，勇奪冠軍並將於2010年代 表台灣出賽倫敦。11月23日當天並有台灣咖啡大師、薩 爾瓦多咖啡大師(Mr. Luis Rodrigo Giammattei Berganza) 與2007拿鐵ART(Mr. Jack Hanna)冠軍同台表演，吸引 大批電視媒體前來採訪，也讓現場觀眾大飽眼福；此 外，還有來自薩爾瓦多的大使親自來台推廣中美洲的 頂級咖啡豆，並於現場舉辦精緻咖啡講座。展覽活動 豐富精采，引起各界廣大迴響，預計2010年將吸引更多 廠商參與展出！

BARISTA CHALLENGE

2009 Ultimate Barista Challenge China 18 - 20 November 2009 FHC Shanghai in Pudong Shanghai New International Expo Centre The 2009 Ultimate Barista Challenge China held from 18 – 20 November in Pudong at the Shanghai New International Exhibition Center created two new Ultimate Baristas from China! This years’ attendees eclipsed the previous 3 years!

Ultimate Baristas from USA, Korea and China faced 37 local Baristas in “dueling challenges” of Latte Art, Espresso Frappe and Espresso Cocktail Challenges. Barista Challengers from local cafes in and around Shanghai prepared espresso based drinks battling it out in Qualifying Challenges earning prizes, medallions, certificates and the right to challenge the worlds top “Ultimate Barista”. If the challenger defeats the selected Ultimate Barista, they become the next Ultimate Barista China in that category! A barista must win each category challenge to become the Ultimate Barista. This no holds barred espresso coffee competition is like

no other coffee competition in the world where taste, talent and speed earn high marks with certified UBC Tasting and Technical judges.

UBC Winners in qualifying category: James Lv of Milan Gold placed first in Espresso Frappe, Mr. Hu Sai of Hope Star placed first in Espresso Cocktail and Mr. Tan Yu Hai also of Hope Star won the qualifying round in the Latte Art Challenge. All winning Baristas chose Mr. Mike Love, the Ultimate Barista USA to challenge, hence the “Ultimate Barista Challenge” name. Mr. Hu Sai of Hope Star and Mr. James Lv of Milan Gold won their respective categories in the UBC China Championship Rounds earning them the title of Ultimate Barista China Espresso Cocktail and Ultimate Barista China Espresso Frappe. Ultimate Barista Mike Love also won the Overall Points Championship for this 3 day event.

2009年度中国百瑞斯塔（咖啡师）终极挑战赛于11月18日 至 20日在上海 浦东的新国际展览中心举行。本届大赛诞生了两位来自中国的新一届终极咖 啡师，其参赛选手的数量与前三年相比更是多出很多！ 来自中韩美三国的终极咖啡师面临37名本地咖啡师在Latte Art (拉花) ，Espresso Frappe (咖啡冰沙) 和 Espresso Cocktail (咖啡鸡尾酒) 这三项“决 战”中的挑战。来自上海及其周边咖啡馆的咖啡师挑战者们准备了各式咖 啡饮品，经过排位赛中的激烈角逐，赢取奖金，奖章，证书以及去挑战世界 顶级“百瑞斯塔终极咖啡师”的资格。如果哪个挑战者战胜了其选定的终极 师，那么他将成为新一届在该项目中的中国终极咖啡师！咖啡师必须赢得每 个项目的挑战才可以获得终极咖啡师的殊荣。不同于世界其他咖啡竞赛，选 手们可以随心所欲准备他们的参赛作品，凭借口味，技艺和速度从UBC（百 瑞斯塔终极锦标赛）品尝与技术认证评委们的手中赢得高分。 UBC（百瑞斯塔终极锦标赛）在排位赛中的获奖情况为：詹姆斯吕金米 兰在咖啡冰沙项目的比赛中力拔头筹，希望之星胡赛在咖啡鸡尾酒项目的

角逐中高居榜首，同为希望之星的谭玉 海在拉花项目的资格赛中胜出。所有的 咖啡师胜出者都选择了迈克爱，这位美 国终极咖啡师进行挑战，这也就是我们 所说的“终极咖啡师挑战赛”。希望之星 胡赛和詹姆斯吕金米兰分别在这次UBC（ 百瑞斯塔终极锦标赛）中国锦标赛中赢得 了中国咖啡鸡尾酒终极师和中国咖啡沙冰 终极师的头衔。终极咖啡师迈克爱则是在 这三天的比赛中获得了总积分冠军。欲了 解更多信息， For more information please contact info@ultimatebaristachallenge.com or visit www.fhc.com

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PRODUCT NEWS

New! Elektra Aletta -- Italian Espresso Coffee Machines Elektra Aletta Model the compendium of new and historical patents. Elektra brand stands for expertise and know-how. An enterprise which for almost half a century has been planning, producing and updating prime quality espresso coffee machines. With unique, innovative design and top quality in every cup will give you a true taste of Italian coffee. For more information please visit www.elektrasrl.com

Elektra Aletta 咖啡机型号新近与历史专利一览。Elektra品牌是专业和技术的 代表。这个公司近半个世纪以来一直致力于高品质浓缩咖啡机的设计、生产 和更新。产品独特、新颖的设计和无一例外的高品质将给你带来纯正意大利 咖啡的美妙感受。欲知详情，请登陆www.elektrasrl.com.

New! Nescafe Protect Proslim Nescafe released the new coffee for ladies who are conscience about their body and health.

The new coffee not only keeps you in shape, and keeps you healthy with the blend of roasted coffee and fresh coffee bean. It contains white bean extract, fiber that is good for your digestive system, and chlorogenic acid which is an anti-oxidant found in fresh, unroast, coffee bean.

Just have Nescafe Protect Proslim 20 minutes before a meal to start looking well. For more information please visit www.proslim.in.th

这种精品特种咖啡豆仅生长在世界的部分地区。波罗芬平原为这种咖啡豆的生长和优质生产提供了完美的地形和 条件。这里种植的咖啡豆有着浓郁的香气，是制作卡布奇诺和拿铁的理想选择。阿拉比卡咖啡豆经浅度烘焙保留了 香气，有200克包装及500克包装的产品供您选择。欲知详情，请登录www.daocoffeethailand.com。

The KG39 Delonghi coffee grinder The KG39 Delonghi coffee grinder has the capacity to grind between 4 and 12 cups worth of coffee beans at any one time. Green LEDs indicate the consistency of the grind, whether fine or course. On/off switch for grinding. Knob allows you to select the desired quantity of ground. For more information please visit www.a4coffee.com

意大利德龙KG39咖啡磨豆机可以一次性容纳4杯到12杯量的研磨咖啡粉。有 绿色LED指示灯指示你选择理想的粗细程度，且研磨出的粉末粗细一致。操作 简单，你只需一按开关，便可以轻松研磨。你可以通过旋钮选择你所需的研磨 量。欲知详情，请登录www.a4coffee.com

DAO TYPICA The specialty coffee that can only be grown in some part of the world. The Boloven plain has the perfect terrain and condition for growing this coffee and gives quality produce. The coffee berry grown here has high aroma which is perfect for cappuccino or latte. Dao Coffee is light roast to preserve the coffee aroma and comes in 200 grams and 500 grams packages for your convenience. For more information please visit www.daocoffeethailand.com

雀巢公司最新出品了一种专为女士身体健康考虑设计的女士咖啡。混合了 烘焙咖啡和新鲜咖啡豆，本产品不仅使你保持完美的体型，而且有益于身体 健康。产品所富含的白色豆类萃取精华和纤维成分有益于消化系统的保护， 且绿原酸作为一种抗氧化剂也被发现在新鲜的未经烘焙的咖啡豆中。餐前20分 钟饮用一杯雀巢瘦身美容咖啡，立刻让你神采飞扬。欲知详情，请登录http:// www.proslim.in.th。

56

DAVINCI DISTRIBUTOR

Charles Wembley

Davinci syrups and sauces’ distributor in Vietnam Charles Wembley company was founded in 1980 in Singapore and now expanded to Vietnam. There are 3 Charles Wembley offices in big cities like Ho Chi Min City, Hanoi, and Danang. The showroom and sale section is demanded to rent the facility, and host many barista training events. The company also plans to open a new kitchen for food research.

Vietnamese usually drink strong robusta coffee with sweeten condense milk, and syrup is only used in the hotel and not widely used in the past. But after the barista competition, many new drinks were invented and consumers recognized more variety of coffee, particularly the new generation who tends to drink western style coffee. This new trend leads the use of syrup in the cafĂŠ, especially Highlands Coffee and Trung Nyugen, and Charles Wembley will be distributing the Davinci syrup to these cafĂŠ in Vietnam.

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For more information please contact Charlie Tan, Charles Wembley (S.E.A) Co., Pte. Ltd. 14/4, Than Nhan Trung, Ward 13, Tan Binh District, Ho Chi Minh City, Vietnam Tel: +84 38 849 8888 Fax: +84 38 8497777 Email: charlie@charleswembley.com

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DaVinci Gourmet The Key to Popular Drinks

Sweet Kissed Berry

www.davincigourmet.com.au

Contact : Kerry Asia pacific (Singapore) Tel : +65 62703833 Kerry China (shanghai) Tel : +86 21 54265370 Email : kerry@kerry.com