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Published: 2026-02-27 Author: World Gafei

Last Updated: 2026/02/27, Let's put it this way, what is coffee? coffee is a drink, instant coffee is also coffee, and the popular Starbucks is coffee. Coupled with the different methods of brewing, the Japanese have their own way of drinking coffee, Europeans have their own way of drinking coffee, and each country has its own tradition of drinking coffee. China does not have it now. What is its own coffee? it's still in the process of groping.

Let's put it this way, what is coffee? coffee is a drink, instant coffee is also coffee, and the popular Starbucks is coffee. Coupled with the different methods of brewing, the Japanese have their own way of drinking coffee, Europeans have their own way of drinking coffee, and each country has its own tradition of drinking coffee. China does not have it now. What is its own coffee is still in the process of groping. I think coffee is fine as long as it tastes good. So I think that is to say, you have to find out the way and habits of Chinese people to drink coffee, in fact, what Chinese people like to drink, this is a process, not the variety, but the way of drinking. Taste is different from country to country, each country has its own way of drinking, culture has formed this way, and our country now belongs to the tradition of not drinking coffee. It takes several generations to cultivate and slowly tell you what a normal cup of coffee is.

▲ our common coffee making

▲ American drip filter coffee

The brewing method of ▲ handmade coffee

▲ modern hand-pressed coffee

What if we look at coffee from the perspective of tea tasting?

In the early days, I made tea. To put it bluntly, the feeling of tea is very soft, moderate and balanced. Because tea is deep-rooted in our concept, you don't know, I imply that it tastes good, so you can accept it, and you don't analyze why it tastes good. For example, I give you a Pu'er, you drink it, I say it tastes good, it has many factors, it may also be because of the atmosphere, that is to say, coffee is your habit, you don't have to go up to which one I like to drink, just have coffee. It just tastes not bitter, slightly sour, and very soft.

Why did your peers tell you to shut up?

Chinese people drink coffee not to drink coffee but to drink environment, but to spend money on environment. For example, to talk about things, to find a space, the quality of coffee has nothing to do with him. In Beijing, it is two extremes, one is that businesses pay attention to interests and use the cheapest things, and the other is the so-called feverish players. He doesn't care about the guests at all, he just likes it and plays by himself. And the person in the middle, how can he get a good cup of coffee? This is missing, making money, having fun, and having nothing to do with the common people. And since everyone doesn't understand, it's easy to fool. You know that the cost and price of the same quality are very low in the United States. I make beans. I know. Money earners don't care whether your coffee is good or not.

Do you think it's not very profitable to open a coffee shop in China?

It is this concept, that is, enthusiasts' cafes do not make money. Cafes can sell anything. Apart from the environment, from a capital point of view, they do not care about this. They only care about returns, which forms a vicious circle. From abroad, the coffee industry is not a money-making industry, it is a place to slowly cultivate guests' consumption habits. The reason why it is extreme in China is that we do not understand this culture. Starbucks sells culture, which has nothing to do with the quality of coffee. In this case, it is very difficult for you to judge the standard of a cafe. It depends on the boss's expertise and experience. It's okay to make money, but don't lose your conscience.

To put it this way, I started as a bean maker, and the quality of beans may be higher than that of others in the industry, while I will not provide you with bad beans, nor will I recommend the best beans, but the middle ones with reasonable prices. I also want more people to drink good coffee at a very reasonable price.

How did you evaluate the standard of coffee when you were a judge?

We have been trying, this is what we want to do, in private, even if we bring the beans to me, I do not know whose family it belongs to. I will score it according to my judgment. I will do it from this point of view, through a certain procedure. I only rate the beans here according to my professionalism. This can be done. Once it is said that you judge whose beans with ideas, this is the hardest hit in China. That means you have to go to a normal taste and publish it through a third-party organization.