New coffee culture

A comfortable and playful hanging chair, a noble and elegant piano, a dazzling array of display cabinets, and a warm and elegant mural can create a moving atmosphere. With the tenderness and sensitivity of women, Duan Fei completely raised the coffee culture to the spiritual realm.

In this atmosphere, holding a cup of mature and bold "Blue Mountain" or rich "Milk" or concise and open-minded "iced coffee", there are some fashionable or traditional books and periodicals scattered on the table. ear echo or melodious jazz or romantic pop music, constitute a fashionable picture of Beijing coffee culture.

High Literacy, Diversity-Coffee Culture at the foot of the son of Heaven according to a survey, China's coffee consumption is increasing at a rate of 10% a year, making it the most potential coffee consumer in the world. In contrast, Shanghainese accept coffee much more than Beijingers.

As for the reasons, Ms. Wang, who once lived in Japan and has a lot of research on coffee, thinks: "Shanghai and Beijing have different cultural backgrounds and different concepts of people, and different regions and different people have different understandings of coffee culture."

In Beijing, because it is both a political and cultural center and an ancient capital of civilization, it has rich cultural details, which determines that it is bound to strictly judge the hour and size up the situation in the face of the "invasion" of new foreign things, sometimes even almost harsh.

The same is true of coffee culture. At the beginning of its introduction, people of insight in Beijing positioned it as a white-collar culture, stubbornly combining coffee culture with high literacy and high income. It is believed that only in this way can coffee culture be best interpreted.

On the other hand, the coffee Fans in Beijing like to use all the fashionable and tasteful things to set off the elegance of coffee. As a result, there is the Tino Internet Cafe and the Sculpture time Cafe.

In Japan, cafes of different sizes and styles are designed for people of different ages and classes. They believe that coffee belongs to everyone, including the elderly, children, the rich and the poor, and everyone has the right to enjoy coffee and feel its culture.

Similarly, in Shanghai, because people have a strong ability to accept new things, especially young people, they like to experience new things and new cultures, as long as they think they are good.

Feel the inner charm of coffee

Unlike other industries, although the competition is also fierce, coffee restaurant owners in Beijing (mainly referring to private cafe owners in Beijing) do not have a tense "sense of struggle". Instead, they gather in a newly opened cafe every now and then to taste the same coffee and exchange experiences. This is the charm of coffee, an irresistible cohesion.

Of course, from the operator's point of view, they have been trying their best to create their own characteristics, through the sensory stimulation of customers, such as vision, hearing, taste, etc., using the all-pervasive coffee culture to capture consumers'"heart". The use of coffee culture to bring out the corporate culture, so as to achieve the "mutual pleasure" between operators and consumers-operators get the satisfaction of profits, consumers feel the charm of coffee.

The organic combination of coffee, books and music seems to be so harmonious, and coffee is the main thread that runs through all cultures. A cup of fragrant mocha + a classical masterpiece + a soothing piano song; a cup of amorous cappuccino + a fashion magazine + a pop song, the combination of these different styles, can create a solemn, casual, warm and other different cultural atmosphere for a small cafe-the cultural atmosphere given by coffee.

Yao Yanying's view of coffee culture is that "everything related to coffee, including the brewing process, utensils, atmosphere, and even the competitive environment, contains a rich coffee culture, and the 'white-collar' here is to experience this culture." In fact, this word also reveals the true meaning of coffee culture.

Whether it is the Starbucks of the United States, the UCC of Japan, or the "coffee language tea" of China, they all hope to show the coffee culture in front of people in the simplest and most comprehensive way. A spoon, a coffee pot, a coffee table, or even a coffee bean can tell people about the culture and taste of coffee.