COSTA Survey Reveals Global Taste in Style and Coffee

When it comes to choosing who to date, work with, or even befriend, many people secretly judge others by their taste—what they wear, what they listen to, what they drink. But who really has the best taste according to the public? And how much does something like coffee shape those perceptions? A massive global survey from global coffee chain COSTA COFFEE set out to find out, polling over 9,000 people worldwide—including thousands in China—and uncovered surprising insights into style, memory, and flavor preferences.

Nearly half of Shanghai respondents named David Beckham and Tom Cruise as the best-dressed and most tasteful celebrity duo, with George Clooney coming in second at 19% and Victoria Beckham third at 11%. The survey also revealed how deeply taste—fashion, music, food—affects personal decisions, especially in dating and social life.

Who Do People Think Has the Best Taste?

The survey asked participants across regions to name individuals they considered to have the best overall taste in style, art, and lifestyle. In Shanghai, nearly 50% of respondents chose David Beckham and Tom Cruise as the most tasteful celebrity pair. George Clooney, often seen as a style icon, received 19% of the vote, placing him second, while Victoria Beckham got 11%. Surprisingly, high-profile figures like Kate Moss and Bollywood star Shilpa Shetty received just 7% and 3% respectively.

How Taste Influences Dating and Social Choices

Taste plays a major role in personal decisions, especially romantic ones. Over half (56%) of Chinese respondents said they consider someone’s taste in clothing, music, art, and food before deciding to date them. Among these, fashion sense was the most influential factor. The survey highlighted how deeply aesthetic and cultural preferences affect compatibility and social judgment.

Childhood Flavors and Regional Taste Differences

The study also delved into how people’s earliest flavor memories shape their preferences today. In Shanghai, 26% of respondents said fruit was their first memorable flavor, slightly lower than Beijing’s 38%. In contrast, 39% of Brits cited milk as their earliest taste memory. When it came to unique flavors, 25% of Shanghai participants said coffee stood out as the most distinctive taste they’d tried—pointing to coffee’s rising global popularity, especially in China.

Coffee, Chocolate, and Romantic Associations

Taste isn’t just about memory—it’s also tied to emotion. Nearly two-thirds (67%) of those surveyed associated chocolate with love, while 21% linked champagne or red wine with romance. Coffee, meanwhile, was strongly connected to the UK: 42% of Chinese respondents associated coffee with Britain, likely due to the brand’s rapid expansion and cultural presence. Since entering China in 2006, COSTA COFFEE has opened over 70 stores across multiple cities.

What the Results Mean for Brands and Consumers

“This survey shows how profoundly taste influences people—not just in what they eat, but in how they perceive others’ style, social circles, and artistic preferences,” said Mr. Qiu Zipao, General Manager of COSTA COFFEE Shanghai. “At COSTA, we constantly refine our offerings based on customer feedback, from new drinks and snacks to creating the right ambiance. This research helps us better understand differing consumer needs across countries.”

Frequently Asked Questions

Who did Shanghai respondents think had the best taste?

Nearly half of Shanghai participants in the COSTA survey chose David Beckham and Tom Cruise as the celebrity duo with the best taste, citing their style and public persona. George Clooney came second with 19%, and Victoria Beckham third with 11%.

Does taste affect dating decisions in China?

Yes—over 56% of Chinese respondents consider a person’s taste in clothing, music, art, and food before agreeing to a date, with fashion being the most influential category.

What was the most common childhood flavor memory in Shanghai?

In Shanghai, 26% of people said fruit was their earliest flavor memory, slightly less than Beijing’s 38%. British respondents were more likely to cite milk (39%).

Why do so many people link coffee with the UK?

42% of Chinese respondents associated coffee with Britain, likely because of COSTA COFFEE’s widespread presence there since 2006, with over 70 stores opened in just five years.

What flavors are emotionally linked to love and romance?

67% of people connect chocolate with love, and 21% associate champagne or red wine with romance. Coffee was flagged as a uniquely memorable flavor by 25% of Shanghai respondents.

Recommended FrontStreet Beans for Coffee Lovers

For coffee enthusiasts inspired by the COSTA survey, try FrontStreet Coffee’s Ethiopia Humbera for its vibrant floral and citrus notes, or the Yirgacheffe for a juicy, berry-forward cup. Both showcase the distinct profiles that make coffee a globally loved flavor. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.