Bonsoy

Background

Bonsoy is a globally loved plant-based milk brand, originally crafted in Japan and recognised as a world leader in barista-quality soy milk. Renowned for its smooth texture and perfect stretch, it’s become the milk of choice for serious coffee lovers and café baristas around the world. With China’s coffee market booming—expected to surpass USD 20 billion by 2025, and plant-based milk usage rising fast in cafés—the timing was ideal for Bonsoy to enter.

Opportunity

James Tyler secured an exclusive, high-impact rollout with 100% Arabica, one of the world’s most premium café chains, known for its minimalist aesthetic and cult coffee following, with 100+ locations across China. This is a dream match:

• World-class Bonsoy paired with world-class 100% Arabica
• Loved by Chinese Millennials and Gen Z, Bonsoy has tapped into a generation of quality-obsessed, coffee-devoted consumers
• Built trust with top-tier baristas, positioning Bonsoy as the go-to plant-based option
• Regularly shipped from Japan to ensure consistent taste, texture, and quality

Outcome

Bonsoy is quickly establishing itself in China’s fast-growing café culture. With James Tyler managing supply chain and rollout strategy, Bonsoy now pours into hundreds of cups daily in China’s trendiest coffee spots. The brand is riding the wave of premium café growth and plant-based demand—fuelled by great product, cultural relevance, and a perfect launch partner.