Abstract
Small towns in developing countries are grappling with the evolving global-brand and modern coffee shops (cafes) that have driven out the traditional coffee shop. New cafes have also encouraged a global coffee culture with its uniformity of coffee presentation and quality standard. Taking Indonesia as a case study, this study analyses the changing of coffee culture from the perspective of coffee shops culture in small towns of the developing country. In small towns and rural areas, coffee shops served not only as community meeting spots but also as centers of information and resource exchanges. Coffee shop helped to mediate people’s social interactions. Newly arrived cafe leaves the social dimension of the traditional coffee shop with the limited interaction among its patrons. Cafe becomes a mere economic establishment and a token of modern lifestyle. By using qualitative research with descriptive methodology and quantitative research (survey) as the baseline, the study reveals that even though the cafes improve the economy, the change reflects the changing of civic-bond in the society. It concludes that the changing of coffee consumption in rural Indonesia may not only signing the arrival of a globalised coffee culture but also, signing the change of social engagement of the society Key words: Coffee for health; coffee culture; globalization; social engagement.
Highlights
Coffee helps in forming the global culture
The global coffee culture is formed in the industrialized countries by business players for its economic potential
The markers of global coffee culture are the standardization in quality of the beans and the roasting method, the same recipes on styling coffee, the similarity of coffee presentation, and the market’s construction of coffee as an urban lifestyle that embodied in café culture
Summary
Coffee helps in forming the global culture. Coffee is produced in developing countries but consumed more by people in industrialized countries. Brazil is the world’s largest coffee producer (Cecilia et al, 2016) and the other top three coffee producers in the world are Vietnam, Columbia, and Indonesia, while European Union, Japan, Norway, and Russian Federation are the four biggest consumers (Torok; Mizik; Jambor, 2018). Coffee culture has been part of the cultures in those producer countries that are developing countries. The global coffee culture is formed in the industrialized countries by business players for its economic potential. The markers of global coffee culture are the standardization in quality of the beans and the roasting method, the same recipes on styling coffee, the similarity of coffee presentation, and the market’s construction of coffee as an urban lifestyle that embodied in café culture
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