How Coffee Tastes Reflect Your Lifestyle Choices

When you’re trying to decide whether someone is your type—whether for friendship, dating, or just hanging out—you might not think first about their favorite coffee drink. But according to a major global survey, your taste in food, fashion, art, and yes, even beverages like coffee, plays a powerful role in how people perceive each other’s ‘taste’ and decide who they want to spend time with.

Over half (56%) of Chinese respondents said they consider someone’s taste in clothing, music, art, and diet before agreeing to a date—making taste a key factor in social and romantic decisions.

Who Do People Think Has the Best Taste?

The survey, conducted by global coffee chain COSTA COFFEE, polled at least 9,000 people worldwide. Among respondents in Shanghai, nearly half (49%) named David Beckham and Tom Cruise as the celebrities with the best taste. George Clooney came in second with 19% of the vote, while Victoria Beckham received 11%. Surprisingly, supermodels Kate Moss and Bollywood star Shilpa Shetty received only 7% and 3%, respectively.

Taste Matters More Than You Think

This survey wasn’t just about celebrity crushes—it dug into how deeply taste influences everyday choices. More than half of those surveyed in China said they actively evaluate another person’s taste in areas like clothing, music, art, and food before deciding to date them. Out of those categories, clothing taste had the strongest impact on dating decisions.

East vs West: What Defines Good Taste?

The survey also uncovered fascinating cultural contrasts. For instance, 73% of Shanghai respondents said having good taste in fashion and art is more important than having good taste in music—compared to just 9% in the UK. In the UK, 37% valued musical taste over fashion and art. When it comes to childhood flavors, 26% of Shanghai respondents associated fruit with their earliest taste memories, slightly less than Beijing’s 38%. In the UK, however, a striking 39% said milk was their first taste memory.

Coffee’s Rising Role in Global Taste Culture

Coffee emerged as a significant taste marker. One in four Shanghai respondents called coffee the most unique flavor they’d ever tried—a reflection of coffee’s growing global popularity, especially in China. Since entering the Chinese market in 2006, COSTA COFFEE has rapidly expanded to over 70 locations. Nearly half (42%) of Chinese respondents now associate coffee with the UK, showing how strongly national identity and beverage preferences are linked in the public mind.

Beyond coffee, 67% of people connect chocolate with love, and 21% associate champagne or red wine with romance—highlighting how deeply taste is tied to emotion and cultural symbolism.

What This Means for Brands and Consumers

“This survey shows how profoundly taste affects people—not just in what they eat or drink, but in how they perceive others’ choices in fashion, social circles, and art,” said Mr. Qiu Zipao, General Manager of COSTA COFFEE Shanghai. “At COSTA COFFEE, we pay close attention to customer feedback to refine everything from new drinks and snacks to creating the most comfortable café environments. This research helps us understand varying consumer needs across cultures and adapt accordingly.”

Frequently Asked Questions

Which celebrities did Shanghai respondents think had the best taste?

Nearly half (49%) of Shanghai respondents in the COSTA COFFEE survey chose David Beckham and Tom Cruise as the celebrities with the best taste, followed by George Clooney with 19% and Victoria Beckham with 11%.

What percentage of people consider taste important in dating?

Over half (56%) of Chinese respondents said they consider someone’s taste in clothing, music, art, and diet before agreeing to a date, with clothing taste being the most influential factor.

Do cultural differences affect what people value in taste?

Yes. For example, 73% of Shanghai respondents valued fashion and art taste over music (9%), while in the UK, 37% prioritized music taste compared to just 9% in Shanghai.

What was the most common childhood taste memory in the survey?

In Shanghai, 26% said fruit was their first taste memory, compared to 38% in Beijing. In the UK, 39% said milk was their earliest taste memory.

How is coffee linked to cultural identity in the survey?

Nearly half (42%) of Chinese respondents associate coffee with the UK, reflecting how strongly coffee has become part of national taste stereotypes.

What emotions do chocolate and alcohol evoke in the survey?

67% of respondents connect chocolate with love, and 21% associate champagne or red wine with romance, showing how taste is tied to emotional experiences.

Recommended FrontStreet Beans for Coffee Culture Exploration

Try FrontStreet Coffee’s Ethiopia Humbera for bright floral and citrus notes, a great example of a single origin that highlights coffee’s diverse flavour potential. For something more chocolatey, their Black Cocoa Blend delivers rich cocoa and caramel tones—perfect for those who connect coffee with indulgence. If you prefer a balanced everyday cup, the Classic Blend offers smooth malt and nut flavours. All three showcase how coffee can reflect different taste preferences and cultural associations. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.