New caffeism-"Coffee Coffee"

This article is extracted from the book "Coffee Coffee" by Pulan Coffee College, and the residence must be indicated in the reprint.

Since the 1990s, as the United States, the largest coffee consumer, has extricated itself from the decades-long downturn in coffee consumption, the world has set off another coffee consumption boom. This coffee craze is accompanied by the tide of globalization and borrows the advantage of the new economy. In this Internet era, it has created a magnificent new caffeism.

Global coffee consumption upsurge

The upsurge of global coffee consumption is the biggest feature of neo-caffeism. Whether in the United States, the largest coffee consumer, or in the established coffee consumption countries in Europe, or in China, South Korea and other emerging coffee consumption areas, people drink more and more coffee. In the east of the world, the birthplace of tea culture, this feeling is getting stronger and stronger. In Japan, coffee is rapidly replacing the traditional habit of drinking tea. Coffee has created more than 5% of all jobs in Japan, and it is still growing.

Add. In South Korea, the enthusiasm of ordinary people to learn coffee surprised both Europe and the United States. Coffee certification examinations in South Korea, such as Q-grader, have become popular, and Korean coffee people have even begun to "invade" overseas areas such as China to develop coffee businesses. In Yunnan, the main coffee producing area in China, a large number of tea gardens are being converted to coffee, and all kinds of information about the integration and promotion of the coffee industry are constantly emerging.

Mandance in the Internet era

Neo-caffeism has a strong color of new economy such as the Internet. Whether it is coffee merchants that use the Internet for auction or retail, coffee companies that use blogs, Weibo and other products to promote their products, or many coffee shops that use the Internet to plan and release events and manage customers, coffee seems to have an innate affinity with the Internet. Even coffee shops that exist in physical form do not seem to be hit by the Internet, but benefit a lot from it. Many cafe owners laugh at themselves and say that they don't know how to operate without the Internet. My American friends and I discussed all night and came to the conclusion that coffee and cafes are one of the most exciting real economies in the Internet age. The more the Internet age evolves, the more entities like cafes are needed as fulcrums. The stronger the coffee shop will grow.

Coffee synchronized with science and technology

Driven by the progress of science and technology and the development of industry and commerce, neo-caffeism has given birth to a large number of new industries and new needs. For example, a large number of coffee utensils and coffee machines with innovative and high-tech elements have emerged, such as siphon automatic coffee brewers, intelligent environment-friendly roasters, robots with portable espresso handles that automatically brew coffee, coffee machines with functions such as surfing the Internet, and gold cup extraction coffee machines that can remember the taste of drinkers, collect external information such as temperature and humidity, and constantly adjust extraction technology.... These also directly brewed a new category of coffee enthusiasts-equipment enthusiasts. If you are lucky enough to visit an international coffee fair, you will be shocked by the magnificent and enthusiastic momentum-many international coffee fairs have become a grand occasion for the integration of global culture, economy, science and technology. There was a heated discussion in foreign coffee forums. Coffee lovers from all over the world sadly thought: "if you are a coffee lover and unfortunately become a coffee equipment enthusiast, congratulations." you are not far from bankruptcy! "

Health, technology and quality

Coffee is no longer just a pick-me-up drink. On the one hand, the health value of coffee began to attract widespread attention, low-cause coffee continues to heat up, many people enjoy coffee as a health food, the status of coffee has been greatly improved. On the other hand, how to get better coffee? How to taste coffee? How to better enjoy the beauty of coffee? People have also put forward more and more stringent requirements, thus giving birth to the flow of coffee technology. The boutique coffee movement is in full swing, and new professions such as coffee quality division, coffee roaster, coffee cup tester, coffee trainer and so on emerge as the times require and become the darling in the spotlight. As a result, the quality of coffee produced and supplied around the world is improving dramatically every year.

The resurgence of cafe culture

The re-prosperity of cafe culture is one of the important manifestations of neo-caffeism. On the one hand, a large number of coffee chains such as Starbucks, Costa, 85C, Second Cup, KOHIKAN, Cafe Coffee Day and so on are rising and sweeping the world. Their success and expansion have also directly led to the process of globalization and promoted the popularization of coffee culture and cafe culture. On the other hand, those small and medium-sized coffee shops that pay more attention to coffee quality and cultural experience (such as boutique coffee shops and humanities-themed coffee shops) are also killed out of the oblique thorn and loved by the minority. Even in China, the hometown of tea culture, cafes in many first-and second-tier cities are often full. The lectures held by our Pulan Coffee College on how to start a cafe are often crowded. In addition to the rapid expansion of some international coffee shop brands in China at the rate of building dozens of stores every year, some local coffee shop brands have also received tens of millions of investment and started a new entrepreneurial process of pursuing their dreams, and the popularity of coffee shop culture is simply unstoppable.

The essence of neo-caffeism is not limited to coffee drinks or the limited space of cafes, but a new global culture, a mellow and seductive way of life. When people hold coffee cups and smile, coffee and cafes have become a tool, a medium, a platform, a container, carrying all the information and wisdom created by human beings. In addition, Coffee Break, which first sprang up in North America in the 1950s, is becoming more and more popular and growing in families, corporate pantries, cafes and other places around the world. People realize that they have to stop deliberately after busy work, enjoy life slowly, enjoy the joy of communication, the fun of sharing, and the beauty of life.

"I'm not at the cafe. I'm on my way to the cafe."

I used to sit in a street cafe in a third-tier city in the south. The shop was inconspicuously decorated but uniquely decorated by one of my cadets. I couldn't help smiling at her fluently writing this sentence as she was designing receipt. When the Austrian writer Zweig said this sentence at that time, it may be hard to imagine that today, more than a hundred years later, with the arrival of the global cafe era, it has become a well-known world-class saying that cafe owners like it. use it as a slogan to attract business and promote taste Coffee shop customers like this sentence, like the mellow and elegant way of life, like the kind of resonance with their hearts.

Some say that the beginning of the first World War marked the end of the best part of the first cafe; others said that the student movement on the streets of Paris in the 1960s marked the end of the beautiful era of the cafe. But no matter who it is, it cannot be denied that with the continuous peace in the world after World War II, the new Internet economy and the wave of globalization, international coffee shop brands such as Starbucks and Kashijia and hundreds of millions of small and medium-sized coffee shops cooperate with each other and reflect each other on two fronts, which is promoting the emergence of the best part of cafes in the history of mankind.

A new era of cafes has come!