{"id":4435,"date":"2023-08-11T12:21:16","date_gmt":"2023-08-11T04:21:16","guid":{"rendered":"https:\/\/www.cherry-insights.com\/media\/?p=4435"},"modified":"2023-08-11T12:21:55","modified_gmt":"2023-08-11T04:21:55","slug":"guochao-brew-chinas-gen-z-craves-a-cup-of-chinese-style-coffee","status":"publish","type":"post","link":"https:\/\/www.cherry-insights.com\/media\/?p=4435","title":{"rendered":"Guochao brew: China\u2019s Gen Z craves a cup of \u2018Chinese-style\u2019 coffee"},"content":{"rendered":"\n

<\/p>\n\n\n\n

\"\"
Move over Starbucks: From stinky tofu coffee to lotus coffee, the Guochao trend is creating growing opportunities in China\u2019s coffee market. Photo: Xiaohongshu<\/figcaption><\/figure>\n\n\n\n

Next to the grounds of what may have been the capital of the Shang dynasty from over 3,600 years ago stands a sleek yet inviting building. A step inside reveals a careful curation of round tables, rattan chairs, bamboo shades and calligraphic artwork that recall bygone times.<\/p>\n\n\n\n

This is not a traditional tea house, but a coffee shop \u2014 in \u201cnew Chinese\u201d style.\u00a0Chengqiangli<\/a>\u00a0(\u57ce\u5899\u91cc) has become a hot check-in spot on local social media platforms thanks to its aesthetics referencing traditional Chinese culture. Located in Zhengzhou province near the Shangcheng Relics site, the store is best known for serving drinks in a\u00a0gaiwan\u00a0<\/em>(\u76d6\u7897), a lidded tea-brewing vessel that dates back to the Ming dynasty.<\/p>\n\n\n\n

\"\"
Chengqiangli is a popular \u201cChinese-style\u201d coffee shop in Zhengzhou province. Photo: Xiaohongshu<\/figcaption><\/figure>\n\n\n\n

Gen Z\u2019s penchant for \u201cChinese-style\u201d coffee<\/strong><\/p>\n\n\n\n

In 2022, online searches for \u201cChinese-style coffee\u201d (\u4e2d\u5f0f\u5496\u5561)\u00a0surged 4,713 percent year on year, according to a\u00a0report<\/a>\u00a0by Yelp-like app Dianping. In the last few years, more caf\u00e9s across the country have created a distinctly Chinese atmosphere by incorporating traditional architecture, such as a courtyard, decorating their interiors with antique furniture, and serving drinks in\u00a0gaiwans<\/em>.\u00a0<\/p>\n\n\n\n

\u201cIn China\u2019s first-tier cities, Chinese caf\u00e9s share similar application scenarios with their Western counterparts. They serve as popular spots for dates, chats, studying, business meetings, and more, catering to a diverse consumer base,\u201d says Hazel Diliziya, a cultural and marketing consultant from Cherry Blossoms Intercultural Branding.<\/p>\n\n\n\n

\"\"
\u8154\u8c03\u5496\u5561\u9676\u827a\u9986 coffee shop in Zhangjiagang not only serves coffee in gaiwans but also offers activities such as tea tasting, pottery making, and guzheng performances. Photo: Xiaohongshu<\/figcaption><\/figure>\n\n\n\n

\u201cHowever, some newly established caf\u00e9s, especially those favored by young people for their unique coffee offerings or trendy decor, have a distinct \u2018tool-like\u2019 appeal. These shops have become a means for young people to showcase their unique tastes and chosen lifestyles,\u201d she adds.<\/p>\n\n\n\n

The localization goes beyond store aesthetics to infuse Chinese elements into the taste and preparation methods of the coffee as well. Many local coffee shops have drawn residents and tourists alike by embracing the local characteristics of their region.<\/p>\n\n\n\n

For example, a store in Changsha offers \u201cstinky tofu coffee,\u201d<\/a> named after its fermented tofu delicacy. According to netizens, this is actually just coffee with a charcoal-colored milk cap, topped with a yogurt ice cream that resembles a tofu block. <\/p>\n\n\n\n

Meanwhile, a shop in Hangzhou offers \u201clotus coffee<\/a>,\u201d which is decorated with lotus leaves and pink flowers to resemble the city\u2019s West Lake. Last year, the search volume for Lotus Coffee (\u8377\u82b1\u5496\u5561) increased by 12,033 percent compared to 2021, according to Dianping.<\/p>\n\n\n\n

\"\"
Local coffee shops are taking inspiration from regional delicacies and landmarks, creating products such as \u201cstinky tofu coffee\u201d and \u201clotus coffee.\u201d Photo: Weibo<\/figcaption><\/figure>\n\n\n\n

Other coffee shops have gained internet notoriety for adding unexpected ingredients<\/a>, such as beef balls, garlic, preserved egg<\/a> and pickled cabbage<\/a>.<\/p>\n\n\n\n

Satisfying desires for individuality, heritage, nostalgia <\/strong><\/p>\n\n\n\n

Because these specific product launches rely heavily on novelty, the buzz is often artificial and temporary. However, Guochao<\/a> \u2014 or the integration of traditional Chinese elements in contemporary life \u2014 is no passing phase or gimmick. <\/p>\n\n\n\n

Since the pandemic,\u00a0domestic brands like Li-Ning and Anta<\/a>\u00a0have reported surging sales, while \u201cnew Chinese\u201d fashion styles and hobbies like\u00a0stove-boiled tea<\/a>\u00a0that pay homage to the past have emerged. Part of Guochao\u2019s lasting relevance has to do with Chinese youth\u2019s craving for something distinct in a globalized world where Western culture is prevalent, says Diliziya.<\/p>\n\n\n\n

\u201cThe emergence of the Guochao trend offers an ideal avenue to cater to this pursuit, as it deviates from the omnipresent Western influences and presents a refreshing and distinctive alternative,\u201d the Cherry Blossoms consultant tells Jing Daily<\/em>. \u201cGuochao becomes a potent symbol through which [China\u2019s young generation] can articulate their uniqueness, fostering a profound sense of belonging within their heritage.\u201d <\/p>\n\n\n\n

At the same time, Guochao is driven by real aesthetic and taste preferences as well as nostalgia, says Jacob Cooke, the co-founder and CEO of WPIC Marketing + Technologies.<\/p>\n\n\n\n

\u201cIf we look at a\u00a0typical\u00a0Gen Z consumer, they probably didn\u2019t grow up with coffee in their household and their parents probably\u00a0aren\u2019t habitual\u00a0coffee\u00a0drinkers. In adulthood, they might have adopted a taste preference for coffee as it is enjoyed in Western markets, but they might be very open to blending coffee with\u00a0flavors\u00a0they are more familiar with\u00a0and grew up with. Combined with the nostalgia marketing associated with Guochao, that\u2019s a smart tactic by brands,\u201d Cooke explains.<\/p>\n\n\n\n

China\u2019s coffee market has a long runway for growth<\/strong><\/p>\n\n\n\n

The \u201cSinicization\u201d of coffee culture also shows just how far the caffeinated drink has come in being accepted and popularized. Coffee didn\u2019t really land on Chinese consumers\u2019 radar until 1999, when Starbucks opened its first doors in the country. <\/p>\n\n\n\n

Since then, it has slowly become integrated into people\u2019s daily routine. According to CBNData\u2019s 2023 China Urban Coffee Development report<\/a>, 87 percent of coffee drinkers in the country drink coffee at least once a week while 25 percent drink at least a cup a day (for comparison, 79 percent of Americans<\/a> coffee drinkers chug at least two cups a day, per Statista).<\/p>\n\n\n\n

Among the top three reasons Chinese consumers drink coffee are to relax, to refresh their minds, and because they like the flavor.<\/p>\n\n\n\n

\u201cIn Chinese cities, the penetration rate of coffee-serving establishments is so high that it\u2019s now an integral part of the food and beverage scene,\u201d adds Cooke. \u201cThe Starbucks on the corner is no longer a foreign novelty because there are simply so many, and there\u2019s now countless local and foreign competitors. That\u2019s a reflection of the coffee consumption rate increasing, especially among young urban professionals.\u201d<\/p>\n\n\n\n

Another reflection of China\u2019s growing reliance on coffee? The trending phrase \u201cMorning C , Evening A\u201d (\u65e9C\u665aA). The term usually refers to taking daily doses of vitamins C and A for skincare, but it has also come to represent the self-medicated routine of overworked office workers: coffee in the mornings, alcohol in the evenings.<\/p>\n\n\n\n

By 2025, China\u2019s coffee market is expected to reach $51 billion (369.3 billion RMB), up 21.5 percent from $27.8 billion (200.7 billion RMB) in 2022, states the aforementioned CBNData report. Young and high-income women (those who make over 10,000 RMB a month) constitute the main consumer group for coffee.<\/p>\n\n\n\n

Given this, it\u2019s no surprise that luxury brands are starting to partner with local coffee shops to generate traction.\u00a0Louis Vuitton<\/a>, for example, teamed up with Manner, Metal Heads, and Plusone last month to launch pop-up bookstores in Shanghai. Other names like\u00a0Helena Rubenstein<\/a>\u00a0and\u00a0Tesla<\/a>\u00a0have also joined forces with Manner to launch creative campaigns that satisfy the eyes and taste buds.\u00a0<\/p>\n\n\n\n

\"\"
Louis Vuitton teamed up with Manner this summer to promote its new city guides in Shanghai. Photo: Manner<\/figcaption><\/figure>\n\n\n\n

As China\u2019s coffee industry matures, these local players offer a compelling narrative to Western brands as collaborators.<\/p>\n\n\n\n

\u201cThese homegrown coffees boast affordability and a captivating array of localized and diverse flavors, swiftly winning over the hearts of the younger generation,\u201d says Diliziya. \u201cMoreover, this flourishing rise of domestic coffee brands has instilled a profound sense of pride among Chinese consumers, affirming the industry\u2019s remarkable growth and promising future.\u201d<\/p>\n\n\n\n

via:\u00a0https:\/\/jingdaily.com\/chinese-style-coffee-guochao-gen-z\/<\/p>\n","protected":false},"excerpt":{"rendered":"

Next to the grounds of what may have been the capital of the Shang dynasty from over 3,600 years ago stands a sleek yet inviting building. A step inside reveals a careful curation of round tables, rattan chairs, bamboo shades and calligraphic artwork that recall bygone times. This is not a traditional tea house, but a coffee shop \u2014 in \u201cnew Chinese\u201d style.\u00a0Chengqiangli\u00a0(\u57ce\u5899\u91cc) has become a hot check-in spot on local social media platforms thanks to its aesthetics referencing traditional Chinese culture. Located in Zhengzhou province near the Shangcheng Relics site, the store is best known for serving drinks in\u2026<\/p>\n","protected":false},"author":8,"featured_media":4440,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[170,165,168,167,100,166,169],"blocksy_meta":"","rttpg_featured_image_url":{"full":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/08\/gaiwan-coffee-1240x698-1.jpeg",1240,698,false],"landscape":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/08\/gaiwan-coffee-1240x698-1.jpeg",1240,698,false],"portraits":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/08\/gaiwan-coffee-1240x698-1.jpeg",1240,698,false],"thumbnail":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/08\/gaiwan-coffee-1240x698-1-150x150.jpeg",150,150,true],"medium":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/08\/gaiwan-coffee-1240x698-1-300x169.jpeg",300,169,true],"large":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/08\/gaiwan-coffee-1240x698-1-1024x576.jpeg",1024,576,true],"1536x1536":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/08\/gaiwan-coffee-1240x698-1.jpeg",1240,698,false],"2048x2048":["https:\/\/www.cherry-insights.com\/media\/wp-content\/uploads\/2023\/08\/gaiwan-coffee-1240x698-1.jpeg",1240,698,false]},"rttpg_author":{"display_name":"HazelDiliziya","author_link":"https:\/\/www.cherry-insights.com\/media\/?author=8"},"rttpg_comment":7,"rttpg_category":"Quotes<\/a>","rttpg_excerpt":"Next to the grounds of what may have been the capital of the Shang dynasty from over 3,600 years ago stands a sleek yet inviting building. A step inside reveals a careful curation of round tables, rattan chairs, bamboo shades and calligraphic artwork that recall bygone times. This is not a traditional tea house, but…","_links":{"self":[{"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/posts\/4435"}],"collection":[{"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4435"}],"version-history":[{"count":3,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/posts\/4435\/revisions"}],"predecessor-version":[{"id":4443,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/posts\/4435\/revisions\/4443"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=\/wp\/v2\/media\/4440"}],"wp:attachment":[{"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4435"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4435"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cherry-insights.com\/media\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4435"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}