Coffee is constantly "Chinese", but it is missing its root and soul.

Although coffee and coffee planting technology have been introduced to Yunnan, China by French missionaries since 1904, coffee did not bring effective economic benefits to farmers at that time, and the taste of coffee was not in line with the taste of the Chinese people. therefore, for a long time, coffee in China is in a state of "soil and water".

Until recent years, with the change of the concept of the younger generation in China and the rapid change of the world food culture, coffee has been paid more and more attention by Chinese people. Nowadays, the domestic coffee chain coffee brands are becoming bigger and stronger, constantly changing the status of coffee in people's minds, price and positioning have changed from light extravagance to daily, these brands are slowly changing the public label of coffee. This local brand contributes to the rapid spread of boutique coffee culture in China, because they give more people the opportunity to taste and accept coffee. Yunnan coffee, which was not favored at that time, has now become a "hot cake", and more and more cafes and coffee brands in China are promoting Yunnan coffee beans. then, domestic coffee gradually has a "Chinese" trend. In addition to the promotion of Yunnan coffee beans, the way coffee is tasted and the positioning of coffee shops / coffee brands have also opened a new round of localization. Brand promotion makes people start to try coffee, there will be continuous innovation when there is demand, and the creativity of coffee is also close to the "national tide" and "local culture". Conventional coffee drinks and creative coffee with blending effect can no longer satisfy the curiosity of young people, so many coffee practitioners have started "new Chinese-style" coffee. Combined with local representative food, food culture / and unique Chinese cooking methods, through cultural consensus, imported coffee began to put on a Chinese coat.

Coffee brewing is no longer limited to drip filtration, soaking, pressurization, siphon. The unique stewing technology in China can also be used in coffee extraction. Slow stew at low temperature can extract the most essential flavor from the ingredients, and so can coffee. "although Chinese people drink coffee late, they can't do without themselves." that's what the inventors of Chinese coffee stew thought. There are not only coffee cups, mugs, Chinese tea bowls, casseroles and chicken bowls. Coffee shop decoration is no longer gentle wooden tone, more began to integrate into people's memory of the old objects, through visual localization, narrowing the distance between coffee and the public, so that coffee looks like such a "daily".

Spain has churros with coffee, China has Youtiao and pancake fruit with coffee, Ireland has whisky coffee, China has rice wine and Maotai coffee. The two don't seem to match. Is it right? But these are the foods that people are most familiar with. It is not only a gimmick, but also hope that through the familiar food of the Chinese people, we can let go of the obsession that coffee can only be served with cake cookies, and make coffee more "approachable" through the uniqueness of taste and the seamless convergence of "recipes".

Although coffee is constantly being "Chinese", it is difficult to become a "genre", because many "Chinese" coffee is just a reverse guide to new consumption habits and is not a practice worthy of "inheritance" because of the lack of roots, the lack of soul and the lack of professionalism. It can become a new coffee culture, but it will not be remembered and passed on for a long time. Many "Chinese" coffee is so gorgeous that people forget the purity of coffee itself.

The taste of coffee itself is not what people care about, which is why Yunnan coffee has not been recognized by many people, because no one pays attention to the quality of coffee beans itself. however, people are very enthusiastic to give Yunnan coffee beans "exquisite packaging".

A food can not be accepted by people through its own taste and leave a deep memory, even if there is exquisite cooking and gorgeous packaging, it will not be missed for a long time. The same is true of "Chinese-style" coffee. Whether it is Chinese native coffee beans that have not changed in nature, or all kinds of creative coffee on the market, people only remember the appearance and will not appreciate the coffee itself.

Of course, although "Chinese" coffee cannot be called a genre, it can at least make people feel that coffee is so daily, it can be brewed as delicately as tea, and it can be created as much as new tea. Only through continuous innovation can more people accept coffee.

Photo Source: online Little Red Book

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