The third wave of coffee: why not make money, young people just want to open a coffee shop?

Do you have a coffee dream?

Many people know that opening a cafe can't make a lot of money, but is it still what young people want most to make a lot of money? Some wonderful answers to this question began to appear in the new generation, from the previous generation working hard to make money, slowly turning into earning a good life, opening a cafe to support themselves, and mastering their own rich life in time and space. Today's cafes no longer sell a cup of coffee, but also sell a "life aesthetic attitude."

The most famous example is the Blue bottle Coffee (Blue Bottle), which started in San Francisco in the United States. Blue bottle, with its high-quality single-producing area coffee, meticulous hand-brewing and ice-drop making, transforms the romance of past coffee roasting enthusiasts or independent cafes into a brand-new life brand; and brings simplicity and warmth into the all-coffee atmosphere space to provide beauty for prosperous cities. To drive the third wave of the coffee revolution.

Reviewing the three waves of Coffee: from Fast Food to Life Aesthetics

If you look at the history of coffee, you will be surprised to find that Taiwan has deep ties with the United States and Europe. Now the third wave of coffee in the world is also beginning to converge in Taiwan. In his book "Coffee Science of Coffee products," the writer Han Huaizong gives a detailed introduction to the three waves of coffee in the United States and Europe:

-the first wave (1940-1960): instant coffee-

The "first wave" before and after World War II was instant coffee (and robusta beans). The high quality of coffee led to the elimination of coffee, and the use of low-flavor coffee beans for "lower cost", resulting in a quality-free coffee fast food culture. Drinking coffee usually produces side effects such as palpitations, which are caused by shoddy coffee beans.

-second wave (1966-2000): coffee tasting-

After the "second wave" in 1966, Alfred Peet of the United States created Peet's Coffee & Tea, promoting European re-baking and freshly ground bubbles, using 100% high-altitude alpinia beans to enhance the flavor.

Starbucks, the apprentice of Bitz Coffee, introduces Italian cappuccino and latte, which are packaged into fashion drinks. Open a chain of cafes to launch the "second wave" of boutique coffee after globalization.

-the third wave (2003 ~ date): coffee beautification-

The "third wave of coffee" comes from a group of skilled Norwegian baristas fighting with the Swiss company Nestle to invent a fully automatic coffee machine.

There are three famous third-wave coffee shops in the United States: intellectual coffee and coffee (Intelligentsia Coffee & Tea), Shudun City Coffee Bakery (Stumptown Coffee Roasters) and counter-cultural coffee (CounterCulture Coffee).

They are all innovative civilian trends to counter the second wave of "coffee giant Starbucks", including: using single-farm coffee beans, shallow roasting to find out the advantages of beans, and moving consumers through the barista's professional coffee brewing process. And learn more about the style of coffee beans and the taste of coffee.

The third space: the cafe is the place where the city's imagination is stirring.

Have you seen Sex and the City (Sex and the City), which began in 1998? Kelly, the heroine in the play, writes a column in a cafe with a laptop. She tells the hero what time of week he talks in a cafe around the corner, showing the metropolis of New York. A small cafe occupies a place in the hearts of all kinds of men and women.

In 1989, Ray Oldenburg, an American sociologist, put forward the term "The third place" in "The Great Good Place": the space where people spend the most time and activity outside their home (first) and workplace (second), such as cafes. During the French Revolution, the cafe was the place with the most abundant social power and imagination of intellectuals.

Cafes have become the most important space for communication between urban families and outside work.

Japanese writer Taro Kawamoto, 70, made it clear: "the size of a city is inversely proportional to the personal living space. The smaller the home is, the bigger the city is and the more developed it is." "

As a result, walking into the cafe is not only for a cup of coffee, but also for the short-term "self-possession" meaning of life.

The coffee revival that has sprung up from Taiwan's alleys in recent years has a strong third wave of coffee cultural significance, just like the star cafe in the past. Zhou Mengdee set up a small bookstall in the arcade of the cafe, attracting cultural people to gather, and it has become a moving Taipei literary legend for 21 years.

Coffee is the presentation of the life attitude of the new generation.

When the owner of Debu Coffee, a coffee shop in Taipei's Zhongshan District, described himself as "changing the pace of life" when he started a cafe. Coffee highlights the "free and romantic" life of the new generation, while the focus on raw beans, roasting, brewing and so on is only to produce a cup of perfect coffee.

Small cafes are also in line with the appearance of a new generation of diverse entrepreneurs, relaxing in books, writing punch cards, playing desserts, taking care of children, and even combining organic pastorals like happy farms to make healthy and minimalist cuisine.

In addition to being a cafe owner, you can also play different roles such as writers, cooks, painters, and so on. The new generation of people who open small cafes need not only money, but also pure elegance and leisure. What they want to earn is: "their own life." be a romantic, real, free person.

For consumers, every consumption is a presentation of their own value: for companies, we can choose companies that are more willing to assume social responsibility, and the third wave of coffee revolution is not just about cups of coffee and the giant Starbucks.

But the concept of the new generation's pursuit of a better life, and a primitive desire for life. The third wave of coffee crashed into a "beautiful attitude towards life". Because of the third wave of coffee, what we drink is to try to live a good life.