Is coffee becoming a social "hard currency" for young people?

One day he was living a happy life in US time, but the next day he was beaten on the ground by work. In front of the screen, you may not have recovered the next day. Of course, you doubt whether you are living in a dream when you go to work after the holiday. In order to make yourself truly and thoroughly alive, coffee has become an indispensable awakening weapon.

Holding a cup of coffee in hand has become one of the tasks that office workers must do every day. The rise of morning C and evening A makes young people's bodies flow with coffee and alcohol, and is willing to become a member of the atmosphere group of cafes and bars. Coffee as a key to work during the day and alcohol as a key to relax at night have long been deeply infiltrated into the lives of young people.

Starbucks, one of the giants in the coffee industry, has opened its first store in China since 1999, and a cup of coffee priced at more than 30 yuan has become the best choice for urban elites to show their identity. With the popularity of coffee in China, the number of cafes is springing up.

The word "coffee" is enthusiastically used on various popular Internet platforms. In the Little Red Book, enter the word "coffee" and you can see more than 8.49 million notes, ranging from coffee visits to homemade coffee. There are many discussion groups related to "coffee" on Douban platform. Among them, the group with the largest number of members, "have you had coffee today?" has more than 140000 members, and the discussion group has shared content updates almost every minute.

With the emergence of various coffee brands and coffee products, young people order singles cards and leave their feelings on the online platform. "the coffee of this brand is delicious" and "the coffee bean of that brand is fragrant". Some netizens organize their own small groups because of similar ideas and become fans of a coffee brand.

"refreshing" is the first reason why young people choose coffee: review all night and get up early for class. When the brain is close to "downtime", coffee wakes up and takes effect quickly, so it has become the first choice.

However, with the popularity of coffee, coffee seems to be not limited to "refreshing", coffee also has an important "social" function. There is a slight resemblance to "socializing with milk tea". The phrase "do you want to buy coffee" turns on "coffee time" in the work group and becomes one of the periods for workers to "legally touch fish". Some workers, in order to catch up with others and integrate into the circle of colleagues, have to buy coffee and drink coffee together.

The arrival of the epidemic can not stop coffee from breaking the blockade of the area, and drinking coffee has become a way of sharing and communication between neighbors. Shanghai experienced a blockade of the community because of the epidemic, and some community residents sighed in the grocery shopping group: what's wrong with the world? coffee is gone. As a result, neighbors responded one after another, sharing their own coffee "inventory" and giving away free coffee.

In addition, coffee shops have social attributes. People who go to coffee shops may want to communicate in the same place with people with the same hobbies. For example, face-to-face with netizens who have never met before, or chatting and catching up with friends who have not seen for a long time. More and more cafes are no longer focused on the location of the business district and office buildings, but more living atmosphere of the neighborhood, become a community-specific coffee shop, integration and interaction with the neighborhood.

The mission of continuing life is no longer just to refresh the mind, but to assume the role of social hard currency. So, did you take your colleagues to fish today?

Photo Source: Internet

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