Popularity Of Coffee In the Chinese Market Leads To Rapid “Luxurification” Of The Standard American Coffee Shop
While any visitor to China’s biggest cities will quickly become accustomed to seeing familiar sights like Starbucks on virtually every corner, until recently coffee has remained something of a luxury in the world’s most populous nation. Although tea has reigned supreme in China for thousands of years, after 30 years of internationalization the country has opened up to new beverages at a never-before-seen rate: whiskey has become the drink of choice for many of China’s business and political elite, Chinese collectors are snapping up prize bottles at fine wine auctions, China consumes more beer than any other country on earth, soft drink companies like Coca-Cola lean on their reliable China profits, and now coffee is quickly becoming less of a niche drink and more of a daily necessity for millions of Chinese.
Though coffee is less widely consumed in China than other beverages, Chinese coffee chains have multiplied in number in the last 20 years, with large mainland companies like Ming Tien Coffee Language and Taiwan’s UBC Coffee becoming somewhat ubiquitous even in smaller second- and third-tier cities that are less westernized than Beijing, Shanghai or Guangzhou. China International Business today looks into the sustainability of this growing interest in coffee in China, and how companies like Starbucks and other major foreign chains have capitalized on their “foreignness” to promote coffee as a sophisticated, “western” drink that stands in stark contrast to tea:
According to the April 2009 Euromonitor International Report, the total volume of coffee sold in China grew over 10% in 2008, a hefty figure compared to the world average of roughly 2%, and Starbucks — which opened their first Chinese mainland coffee shop in 1999 in Beijing — isn’t the only one leading the charge, far from it in fact.