Abstract
Being the world's third most popular beverage, coffee has not just dominated the drink choice of both young and old generations. It becomes a culture and an important part of social networks. However, coffee consumption is of a slightly different purpose in China. With a great economy and a potential market for soaring coffeehouse business, the traditional tea-drinking country has now developed its unique values regarding coffee drinking. In this paper, two approaches from a micro and a macro perspective are adopted to give an in-depth explanation for the rise of coffee culture in China. Through the analysis of secondary resources, it is concluded that coffee acts as a stimulant that provides cognitive enhancements for people to cope with pressure from work and school. In addition, coffeehouses provide places for social interaction to maintain social networks. Moreover, the success of large coffee-chain brands demonstrates the usefulness of social learning theory in marketing practice and reflects the value of conspicuous consumption among consumers in China.
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