Has China Developed a Real Coffee Drinking Habit?

Every morning, Hu Ding, a 34-year-old highway structural engineer, makes himself an espresso at home. "The rich flavor is as captivating as a fine wine," he says. Like many Chinese coffee drinkers, Hu started with instant coffee—but once he experienced the depth of freshly ground brews, there was no going back. He now studies brewing techniques, practices latte art, and travels abroad to explore regional coffee flavors. "For me, coffee is both a habit and a lifestyle," he explains.

But despite growing enthusiasm among enthusiasts like Hu, industry insiders warn: China still lacks true, everyday coffee drinking demand. That missing 'coffee habit' is holding the market back.

Is There Really No Coffee Demand in China?

An industry expert told the International Business Daily that while the market is promising, "China is still in a cultivation phase. We’re waiting for dawn, but we’re not yet in the sunlight—because there’s no established rigid demand for coffee." The hope is that if more Chinese consumers develop the habit of drinking coffee first thing in the morning, industry revenues could rise significantly.

How Do Morning Coffee Habits Differ Globally?

In countries with established coffee cultures, cafés often see half their daily revenue between 8 and 10 a.m., as customers routinely start their day with coffee. In China, however, many cafés don’t even open until midday due to different consumer routines. This delay in habitual morning consumption affects not just individual behavior, but the financial viability of many coffee shops.

What Are the Five Stages of China’s Coffee Evolution?

Beijing Coffee Industry Association Vice President Bai Fang outlines five phases in China’s coffee journey:

• Stage 1: Pre-reform China—coffee was rare, limited to foreign hotels and available only with coupons.
• Stage 2: The arrival of instant coffee, led by Nestlé, brought coffee into mainstream homes.
• Stage 3: Global chains like Starbucks and UBC introduced the café experience as a social space.
• Stage 4: The rise of online retail and specialty shops let consumers explore affordable, diverse coffees, creating a base of coffee fans.
• Stage 5: Full integration of coffee culture—from bean to cup—with personalized cafés offering specific origins and flavor profiles.

According to Bai, China is currently transitioning between the fourth and fifth stages. While many now enjoy coffee regularly, the ingrained, daily ritual that drives consistent demand is not yet universal.

What Does This Mean for the Café Business?

The lack of a morning coffee habit impacts café operations. In mature markets, cafés generate substantial morning sales. But in China, many cafés delay opening until lunchtime, missing out on peak revenue potential. Even within the specialty sector, demand remains niche and relies on an as-yet underdeveloped base of habitual coffee drinkers.

"Even in mature markets, specialty coffee serves a small audience," says Dou Shu, founder of Beijing’s Doushu Coffee Roastery. "But that niche still needs a foundation of core, everyday demand to thrive."

Frequently Asked Questions

Why hasn’t China developed a strong daily coffee habit yet?

China is still in the early stages of coffee culture development. While many people now drink coffee regularly, most have not yet adopted the habit of drinking coffee first thing in the morning, which would signal a true, daily coffee demand.

What are the five stages of coffee consumption in China?

According to Bai Fang of the Beijing Coffee Industry Association, these are: 1) rare coffee in hotels during reform years, 2) introduction of instant coffee (e.g., Nestlé), 3) global café chains popularizing the coffee shop experience, 4) rise of online and retail coffee options creating coffee fans, and 5) full integration of origin-focused, personalized coffee culture—which China is now transitioning into.

Do Chinese people drink coffee in the morning?

Not yet as a widespread habit. In countries with established coffee cultures, mornings are prime coffee times, but in China, many people don’t start their day with coffee, which affects café breakfast trade and overall demand.

Are there really no coffee lovers in China?

There are many, especially among younger professionals. But the overall market still lacks the deeply ingrained, everyday demand seen in countries where coffee is a morning staple.

How does this affect coffee shops in China?

Many Chinese cafés open later, often around noon, because most consumers don’t yet drink coffee first thing in the morning. This limits their peak revenue hours and contributes to slower growth in daily coffee consumption.

What does the industry need to build stronger coffee demand?

Experts agree that fostering a daily coffee ritual—especially morning coffee drinking—is key. This would create more consistent demand, support more cafés, and help specialty coffee grow beyond its current niche.

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