How Coffee Tastes Reflect Your Lifestyle Choices

Ever wondered why some people just seem to have better taste—and how that affects who you’d want to date or be friends with? A massive global survey by international coffee chain Costa Coffee uncovers exactly how much our personal preferences in everything from clothing to music influence our social lives. And it turns out, your taste says more about you than you think.

Nearly half of Shanghai respondents in a 9,000-person global Costa Coffee survey named David Beckham and Tom Cruise as the most tasteful celebrities, while 56% of Chinese participants said they consider someone’s taste in clothes, music, art, and food before agreeing to a date—with clothing being the biggest factor.

Who Do People Think Has the Best Taste?

The Costa Coffee survey asked thousands of people around the world to name individuals they consider the most tasteful. In Shanghai, 49% of respondents picked David Beckham and Tom Cruise as the top pair, while George Clooney came in second with 19% and Victoria Beckham third with 11%. Surprisingly, high-profile figures like Kate Moss and Bollywood star Shilpa Shetty received just 7% and 3% respectively.

What Your Taste Says About Your Dating Life

Taste matters in romance, too. Over half (56%) of Chinese respondents said they actively evaluate a potential date’s taste in clothing, music, art, and food. Out of these, clothing was the most influential category. Your personal style and cultural interests act as social signals that shape first impressions and relationship decisions.

How Global Tastes Differ on Food, Music, and Art

The survey highlighted key differences in how people from different regions value various sensory experiences. For example:

• 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, where 37% prioritized music.
• 26% of people in Shanghai associated fruit with their earliest childhood taste memories, slightly lower than Beijing’s 38%, while 39% of Brits remembered milk as their first taste.
• 25% of Shanghai respondents called coffee the most unique flavor they’ve ever tried—a reflection of coffee’s rising global popularity, especially in China.

How Coffee Became a Global Taste Icon

Coffee’s unique flavor has made it a memorable taste for many. Since entering China in 2006, Costa Coffee has rapidly expanded to over 70 locations in just five years. This growth has helped cement coffee as a globally recognized taste—42% of Chinese respondents now associate coffee with the UK. Meanwhile, 67% link chocolate with love, and 21% connect champagne or red wine with romance.

"This survey shows how profoundly taste influences our understanding of diet, fashion, social circles, and art," said Costa Coffee Shanghai General Manager Qiu Zipao. "It helps us understand varying consumer needs across countries and refine how we deliver the right products, services, and ambiance."

Frequently Asked Questions

Who did Shanghai respondents think had the best taste?

49% of Shanghai participants in the Costa Coffee survey chose David Beckham and Tom Cruise as the most tasteful celebrity duo, followed by George Clooney (19%) and Victoria Beckham (11%). High-profile figures like Kate Moss and Shilpa Shetty received much lower votes (7% and 3% respectively).

Does taste affect dating decisions in China?

Yes—56% of Chinese respondents consider someone’s taste in clothing, music, art, and food before agreeing to a date. Among these factors, clothing was identified as the most influential.

What childhood taste do people remember most?

In Shanghai, 26% of respondents recalled fruit as their earliest taste memory, compared to 38% in Beijing. In the UK, 39% of people remembered milk as their first taste.

Is coffee considered a unique flavor?

25% of people in Shanghai said coffee was the most unique flavor they’ve tried, reflecting its growing global presence and appeal, particularly in China.

How has Costa Coffee grown in China?

Since entering the Chinese market in 2006, Costa Coffee has expanded to over 70 stores within five years, significantly influencing local perceptions of coffee and taste.

What foods or drinks do people associate with emotions?

67% of those surveyed linked chocolate with love, while 21% associated champagne or red wine with romance.

Recommended FrontStreet Beans for Coffee Lovers

Explore FrontStreet Coffee’s Ethiopia Huakui for bright floral and citrus notes, or their Yirgacheffe for juicy berry and stone fruit complexity—both ideal for tasting the unique profiles that make coffee so memorable. For something deeper, try the PWN Golden Mandheling with its sweet caramel and mild spice. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.