How Chinese Value Taste When Dating, According to Costa Coffee

When choosing a date, many people look beyond chemistry and good looks—they check for good taste. But what exactly counts as ‘good taste’? A global survey by international coffee chain Costa Coffee set out to find out how much people care about the tastes of potential partners—and what that says about culture, lifestyle, and yes, even coffee.

Nearly half of Shanghai respondents named David Beckham and Tom Cruise as the most tasteful celebrity duo globally. George Clooney came in second with 19%, and Victoria Beckham third with 11%. A surprising 56% of Chinese said they consider someone’s taste in clothing, music, art and food before agreeing to a date—with fashion topping the list.

What the Survey Found About Taste and Dating

The Costa Coffee survey gathered responses from at least 9,000 people worldwide. In Shanghai, taste emerged as a major factor in romantic decisions. Over half of those surveyed said they actively assess another person’s style in clothing, music, art, and food before deciding to go on a date. Fashion sense was the most influential category.

Global Differences in What Counts as Good Taste

The survey highlighted sharp cultural differences in perceptions of taste. For example, 73% of Shanghai respondents said having good taste in fashion and art was more important than having good taste in music—just 9% of them valued musical taste highly. In contrast, 37% of UK respondents prioritised musical taste, far above Shanghai’s 9%. Meanwhile, 26% of people in Shanghai associated fruit with their earliest childhood taste memories, compared to 38% in Beijing and 39% in the UK who remembered milk first.

Coffee as a Symbol of Taste—and a Global Trend

The research also tapped into evolving taste preferences. A quarter of Shanghai respondents said coffee was the most unique flavor they’d ever tried, reflecting coffee’s rising global profile—especially in China. Since entering China in 2006, Costa Coffee has rapidly expanded to over 70 stores across multiple cities. As a result, nearly 42% of Chinese respondents associated coffee with the UK. Additionally, 67% linked chocolate with love, and 21% associated champagne or red wine with romance.

“This survey shows how profoundly taste influences people—not just in food and drink, but in how we perceive others’ choices in clothing, social circles, and art,” said Qiu Zipao, General Manager of Costa Coffee Shanghai. “It helped us understand varying consumer priorities across countries and refine how we meet those expectations through our drinks, food, and store experiences.”

Frequently Asked Questions

Who did Shanghai respondents think had the best taste?

Nearly half of Shanghai participants in the Costa Coffee survey believed David Beckham and Tom Cruise were the most tasteful celebrity pair globally. George Clooney received 19% of the vote, placing second, while Victoria Beckham got 11% and came third.

How many people consider taste important in dating?

Over half (56%) of Chinese respondents said they consider someone’s taste in clothing, music, art, and food before deciding to go on a date. Among these factors, fashion had the strongest influence.

What did the survey reveal about cultural differences in taste?

The survey found that 73% of people in Shanghai valued taste in fashion and art more than musical taste—only 9% rated music highly. In the UK, 37% prioritised musical taste, significantly more than in Shanghai. Additionally, 26% of Shanghai respondents linked fruit to their earliest taste memory, compared to 39% in the UK who remembered milk first.

What role does coffee play in the survey results?

A quarter of Shanghai respondents identified coffee as the most unique flavor they had tried, highlighting coffee’s growing global popularity. The survey also found 42% of Chinese associate coffee with the UK, and 67% connect chocolate with love.

How has Costa Coffee used these insights?

Costa Coffee’s Shanghai manager said the findings help the brand better understand diverse consumer tastes and refine everything from beverages and food to store environments to meet local and global expectations.

Recommended FrontStreet Coffees for Taste Exploration

Try FrontStreet Coffee’s Ethiopia Huakui for bright floral and citrus notes, ideal for exploring unique flavors like survey respondents noted in coffee. Their Yirgacheffe offers juicy berries and light acidity, perfect for those valuing taste complexity in beverages. For something richer, the Classic Blend delivers chocolate and caramel tones, echoing the 67% who link chocolate with love. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.