In 2011, Huoka launched Huoka in the Chinese market through cooperation with Kirin, bringing the direct fire baking concept originated from Japan to China. In 2013, in order to achieve brand localization, "FIRE" was adjusted to "fire coffee". Use selected coffee beans as raw materials and roast them directly over fire to fully release the original aroma of coffee and have a wild taste brought by fire.

After each coffee bean is selected layer by layer, it has to go through two special roasting processes. The first is hot air roasting. The soft hot air will slowly and deeply roast the coffee beans, so that the original aroma of the coffee beans will be gradually released; the second step is roasting directly, and the coffee beans will be in direct contact with the flame that precisely controls the temperature. Ensure that the rich aroma of coffee beans is fully extracted. Direct fire roasting is very popular in the West and many Asian countries. Although direct fire roasting coffee products have been in China for many years, the concept of direct fire has not been well promoted. Over the years, Fire Fire Coffee has promoted coffee culture. Played a positive role.