Sugar or the fake stuff? Cream or milk? There’s lots of personal preferences for a cup of coffee but spin the globe and the coffee culture nuances get nitty-grittier—and not just on the serving. The blending, roasting and grinding of the bean to the time of day coffee’s drunk or even the nibbles accompanying it all vary. If you lived in Europe you might get a short, strong brew with a piece of candy. In Asia? Something that goes down sweeter. It’s probably no surprise that the largest market for coffee is the United States, but did you know Brazil is the world’s largest producer of the “black gold” bean? And here’s an eye-opener… Coffee is the world’s second largest generator of wealth, losing only to oil, and generates about US$ 91 billion per year worldwide. Explorica gets behind the brew to learn how different countries see and sip this hot beverage—from the raw pod to the porcelain cup.
Next to the U.S., Germany is the second largest market for coffee. And Germans have one of the highest rates of coffee consumption per capita in the world. But back in the 1700s, German doctors declared coffee a health threat, saying it caused sterility. This did not keep java drinkers from their muddy cup. Coffee became so popular, that King Frederick the Great—alarmed that people were switching from beer to coffee—issued a proclamation that, “My people must drink beer.” His reason? Coffee was an expensive import from neighboring countries. Though he tried to keep the public from coffee drinking, he encouraged the upper classes and issued roasting permits solely to the elite. Soldiers enlisted as “coffee sniffers” fined anyone caught roasting without a license. This caused a black market for coffee until the end of the 19th century. When the laws eased, coffee drinking spilled back into regular society and towards the second half of the 20th century, businesses even closed for an hour in the afternoon for coffee breaks. Today, it’s still common to have coffee in the morning and then again at four or five o’clock in the afternoon complete with German invented coffee cake—a tradition called Kaffee & Kuchen. Yet King Frederick’s reign still lives on—as Germany is more strongly identified with than the brewed bean.
Italy
Coffee connoisseurs would say a good cup of coffee stems from the beans. And just like Germany, Italy is not known for growing these little caffeine seeds. But, roasting and blending—there’s the Italian talent. Italian coffees are blends of the Arabica variety of coffee bean, known for its full flavor and low caffeine content. That’s a good thing since Italians tend to drink coffee all day long, but it’s never about volume. They do so in small steady doses—often down in one or two gulps, standing and sometimes with a piece of dark chocolate (as is also traditional in France and other European countries.) Though Italian coffee is technically a espresso, it’s not a commonly used word. Order a single shot as simply, un caffé. And hold the milk unless it’s breakfast time. Cappuccino, lattés and any other milky forms are only customary in the morning—and never after a meal. Hot milk hitting a full stomach is considered bad for digestion. But not to worry, they have other drinks (digestivos) for that!
Asia
Coffee is thriving in Asian countries with some of the world’s most exciting blends produced in India, Vietnam and Indonesia. The taste for coffee in Asia was likely fueled by young urban professionals who studied in Europe or the U.S. Even in the tea capital of the world, almost one-third of the Chinese now consume coffee outside of their home since it’s more about socializing than the coffee itself. (Few Chinese households own a coffeemaker.) The Japanese, on the other hand, treasure the taste, as the world’s 2nd largest consumer of the bean. Their preferred cup of joe? Jamaican Blue Mountain Coffee—one of the most expensive brands in the world. Expect to pay $8 to $10 a cup in Tokyo restaurants. Japan has bought over 85% of Jamaica’s production for the last 10 years, considering it naturally perfect—medium acid with just the right sweetness. In general, a lighter and sweeter coffee is favored in Asia. The Vietnamese love their sweet afternoon ice coffee—drip espresso mixed with thick, sugary condensed milk. Cappuccino’s rule in Hong Kong, followed by mocha. And fortified coffee is gaining popularity. To appeal to the older generation, Asia has introduced ginseng and ginger to the brew, making a healthier caffeine concoction.
Tell us about your own coffee custom wherever you’re from. Is it your quick pick me up? Or do you savor the flavor? Some places like Turkey and Mexico even add in spices like cinnamon and cardamom. How do you take yours? Share in the comments and cheers to your next cup.