RLG's proprietary coffee brand scaling rapidly in China
RLG Coffee is a proprietary coffee brand developed and operated by RooLife Group, designed to capture demand in one of the world’s fastest-growing coffee consumption markets, China. Launched in late August 2025, RLG Coffee has scaled rapidly through a demand-led, asset-light model, leveraging RLG’s established multi-channel sales infrastructure, distribution partnerships, and data-driven execution capability.
Distribution & Channels
RLG Coffee is sold through a diversified, multi-channel route to market across China. This structure provides a scalable and repeatable platform for growing sales of RLG-branded coffee, beverages and packaged food products across China’s mainstream consumer market.
Flagship online storefronts
Leading e-commerce platforms such as JD.com, Tmall and Douyin
Sub-distribution channels
Providing nationwide reach across general trade, supermarkets, convenience and specialty retail
Retail
Cafés and foodservice customers, supported by partner distributors
A fast-growing consumer category in China
China’s coffee market is undergoing a structural shift, transitioning from a traditionally tea-dominated culture to one with rapidly increasing coffee consumption. Industry data indicates coffee consumption in China has grown at approximately 21% per annum since 2011, materially outpacing global averages.Against this backdrop, RLG identified clear demand signals across online platforms and offline trade channels, supporting the launch and expansion of RLG Coffee as a scalable, mainstream consumer brand.
China operations & local leadership
RLG Coffee’s operations in China are led by Mia Zhang. Based in China, Ms Zhang oversees the day-to-day execution of RLG Coffee across sourcing, distribution and channel operations.
She brings more than a decade of experience in the coffee sector, with a background spanning roasting, brand development and commercial scale-up within the Chinese market.
Before joining RLG, Mia founded and scaled several independent coffee brands, including LOKICAFE & 樂咖啡, 爱瑞吉 (Airige) and 鱼师青 (Yushiqing), providing her with deep insight into Chinese consumer preferences, product positioning and route-to-market execution.
