Sustainability foams over competition

Promoting a project

Sun says the Eco Friends Project originated from customer feedback at his Marus Coffee shops. He noticed many cafes used large amounts of coffee while extracting inefficiently, resulting in significant waste. High-quality beans were losing too much extractable material.

Initially, he promoted more efficient extraction through adjustments to grinding and brewing. As his understanding deepened, he connected these ideas to sustainability across the entire coffee industry.

He launched the Eco Friends Project in 2023. His 2025 WBC presentation represented three years of reflection and practice, shared with a global audience. The project has since extended beyond competition.

Over the past three years, Sun and his team have brought the project to more than 20 cities across China, with hopes for further expansion.

"My wish is for everyone to become an Eco Friend — protecting coffee's future and uncovering new flavors," he says.

Contact the writer at liyingxue@chinadaily.com.cn