Understanding the Coffee Culture Among Asians
Coffee isn’t just one of the most popular drinks around the world, it has also become a part of the culture in many countries. Asians have particularly embraced coffee, but there are a few nuances to keep in mind when looking at this demographic.
The coffee scene in Asia has been growing since the 19th century, but the last few decades have seen an especially big change. According to a survey published by market research company Mintel, in 2019, the countries with the highest per capita coffee consumption in Asia (excluding Australia and New Zealand) were South Korea, followed by Vietnam, Japan and Taiwan/Hong Kong. However, despite the high per capita consumption, further study has revealed that in some areas, there’s a specific type of coffee drink that’s proving increasingly popular.
For example, in South Korea, soju and coffee is the most widely consumed drink, according to research by Mintel. South Korea is famous for its traditional liquor soju, but the drink is seeing a surge in popularity due to its combination with coffee. The idea behind the pairing is that the taste and texture of the soju complements the coffee’s flavour, making for a unique and surprisingly pleasant drink.
In Vietnam, cà phê sữa- a traditional drink that combines espresso with sweetened and condensed milk- is common in both urban and rural areas, with cafes springing up across the country. Vietnamese-style coffee is traditionally made using a Phin- a metal filter that should be heated prior to use. In Thailand, Thailand iced coffee, which is made with sweet condensed milk, is gaining popularity.
When looking at the coffee culture across Asia, it’s clear that each country has its own unique approach to the drink. Dr Mikako Harada, a senior lecturer in East Asian studies from the National Autonomous University of Mexico, explains: “Each culture has its own style of preparing coffee, and many of these styles have also been incorporated into the local culinary scene. This means that when travelling across Asia, you’re likely to experience a variety of coffee-drinking cultures”.
Giuseppe Milan, an experienced coffee-drinker from Italy, added: “I’ve been to several countries in Asia, and I can definitely say that there’s a culture around coffee that is quite distinctive. People in Asia seem to have a really strong appreciation for the taste of coffee, and they’re more likely to savour it instead of drinking it quickly.”
Coffee Brands Popular in Asian Markets
When it comes to popular coffee brands, Starbucks is the big player in many Asian markets, with the brand particularly popular in more affluent cities. Other big names in the region include McCafe, an international chain owned by McDonald’s, as well as local cafe chains like Cafe Amazon and Angel-in-us Coffee.
When looking at the coffee market in Asia, it is also important to consider the fact that many countries still have large numbers of tea drinkers. According to research published by the International Coffee Organisation, tea is still the beverage of choice for many people in Asia, and it is likely to remain so for the foreseeable future.
In a study entitled Multi-Beverage Dynamics of Asia, Mintel noted that the majority of tea drinkers interviewed in India (77%) and China (69%) prefer their tea hot, with a preference for black or green teas. However, the research also noted that increasing numbers of people in these countries are turning to green tea with herbs, as well as flavoured teas.
Looking specifically at the prevalence of coffee in Asia, the same Multi-Beverage Dynamics of Asia study found that the majority of coffee drinkers interviewed in India (67%) and China (53%) indicated a preference for filter coffee over instant, as well as espresso-based drinks.
What Effect has the Growing Coffee Culture had on Asian Communities?
The growing coffee culture in Asia has had a positive effect on many communities. According to the International Coffee Organisation, the industry has created thousands of jobs, provided income to thousands of farmers and generated billions of dollars in revenue for the region.
In addition to this, the proliferation of cafes across the region has led to an increase in consumer spending, with many people taking advantage of the chance to spend time with friends and family in comfortable, modern surroundings. Moreover, cafes have also provided a platform for entrepreneurs to showcase their products and services, further contributing to economic development.
At the same time, the growth in the coffee culture across Asia has also brought some challenges. For one, the introduction of multinational companies like Starbucks has created a more competitive marketplace, with many local businesses struggling to keep up with the large chains.
In addition to this, the competition created by these companies has led to a lowering of prices, creating a greater demand for cheaper coffee, which in turn has led to an increase in the amount of coffee being produced in the region. According to the World Resources Institute, this has resulted in a corresponding decrease in the quality of the coffee, a major problem for specialty coffee producers.
How has the Coffee Industry Adapted to keep up with Demand?
To try to combat this issue, coffee producers have had to adapt. Many have invested in higher quality control, while some have switched to more sustainable production methods. Many have also started to focus on direct-to-consumer models, allowing them to sell their coffee directly to consumers, thus bypassing the large coffee chains.
At the same time, the industry is trying to find new ways to increase demand for specialty coffee. One way this is being done is through the proliferation of coffee events, such as speciality coffee festivals, competitions and pop-up cafes. These events have helped to introduce more people to the wonders of speciality coffee, as well as foster a sense of community around the drink.
Finally, the industry is also finding ways to use technology to their advantage. With the rise of eCommerce and social media, companies are able to reach a wider audience, as well as access new markets that may not have been previously accessible.
What are the Potential Problems with the Growing Coffee Culture in Asia?
Though there are many advantages to the growing coffee culture in Asia, there are also potential pitfalls. For one, the industry has been criticised for its environmental impact, with some accusing it of contributing to global warming.
In addition to this, coffee production can be labour intensive, with those working in the industry often facing poor working conditions. Many of these workers tend to be underpaid and overworked, with little to no guarantee of job security. In addition, there has also been mounting concern about the use of artificial flavouring and additives in some coffees, with studies indicating that these may be hazardous to health.
The Future of Coffee in Asia
The future of coffee in Asia looks bright, with consumption projected to continue to rise. In the coming years, it is likely that the industry will focus on promoting specialty coffee and bringing more of it to a wider audience. It is also likely that companies will invest more heavily in sustainable practices, as well as fairer working conditions.
At the same time, it is likely that we will also see further development in technology, as well as an increase in direct-to-consumer models. This should allow for a greater connection between producers and consumers, as well as help to ensure that specialty coffee continues to remain an important part of Asian culture.
