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FIRE直火烘焙咖啡以精选咖啡豆为原料，用火直接烘焙，充分释放咖啡原有的香味，更具有由火带来的野性味道。每一粒咖啡豆经过层层精选之后，还要经历两道特殊的烘焙工艺。第一道是热风烘焙，柔和的热风会对咖啡豆进行一次缓慢的深度烘焙，使得咖啡豆的原始香味逐步释放；第二步是直火烘焙，咖啡豆会与精密控制温度的火焰直接接触，确保咖啡豆的浓郁芳香得以全面提取出来。直火烘焙在西方和很多亚洲国家都非常流行，虽然直火烘焙的咖啡产品进入中国很多年，但是直火的理念却一直没有得到很好的推广，多年来Fire火咖咖啡对咖啡文化的推广起到了积极的作用。

Fire火咖咖啡品牌传递的是“积极向上、激情、自信”的人生态度，与其他咖啡品牌所强调的享受慢生活不同的是，Fire咖啡能给消费者不断向前的激情与力量。Fire咖啡相信只有通过不断的直火历炼，借由火释放的力量，帮助人们直面人生的挑战，才能真正的成长、成熟，品尝到生活的真滋味。直面人生的成功和失败，铸造练就不断“Fire”的人生态度。

英文翻译：Fire direct fire roasted coffee uses selected coffee beans as raw materials, directly roasts with fire, fully releases the original flavor of coffee, and has the wild flavor brought by fire. After each coffee bean has been selected layer by layer, it has to go through two special baking processes. The first is hot air baking. The soft hot air will bake the coffee beans slowly and deeply, which will gradually release the original flavor of the coffee beans. The second step is direct fire baking, which will directly contact with the flame with precise temperature control, so as to ensure that the strong aroma of the coffee beans can be fully extracted. Direct fire roasting is very popular in the West and many Asian countries. Although direct fire roasted coffee products have entered China for many years, the concept of direct fire has not been well promoted. Over the years, fire fire roasted coffee has played a positive role in the promotion of coffee culture. Fire coffee brand conveys a positive, passionate and confident attitude towards life. Different from other coffee brands' emphasis on enjoying a slow life, fire coffee can give consumers passion and strength to move forward. Fire coffee believes that only through continuous direct fire refining and the power released by fire to help people face the challenges of life, can they really grow, mature and taste the real taste of life. Face the success and failure of life, and forge an attitude of "fire" constantly.

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