KUALA LUMPUR, Oct 3 — Every day around the world, people of all walks of life drink coffee when they wake up, as part of their meal or after or simply when they have a break.
One of the most popular beverages in the world, coffee is a multi-million ringgit business and it is served in many forms. From the commonly ordered latte to the classic long black, it is said that the type of coffee you order reveals what kind of person you are.
Malaysia is no different and the coffee scene has evolved quite a bit over the last few years. From first wave coffee, which is the old-school kopitiam where the uncles drink their black kopi-O to the second wave where chains like Starbucks and Coffee Bean were the latest hangout place to be seen to the third wave where people started appreciating hand-drip coffee, which uses specialty single-origin beans.
Over the past two to three years, Malaysia also saw another change in the world of Joes.
In Korea, home of Samsung, Hyundai and plastic surgery the cafe scene has been booming for a long time. Chains such as Caffe Bene, Cosans, Dr Cafe Coffee, Tous Les Jours, Coffea Coffee expanded rapidly and soon, branched out internationally.
Korean cafes arrived at our shores with the opening of Dr Cafe Coffee. Although not as popular as their American counterparts, soon there were more Korean coffee chains setting shop at high traffic places such as Bangsar and Mont Kiara.
Many a time, these chains are endorsed by Korean celebrities who are very popular among the youths in Malaysia. And because K-pop and Korean culture is "in" right now, it is no surprise that Malaysian youths hear of these cafes through celebrity endorsement.
They want to drink Caffe Bene because Jang Geun Suk drinks it. Rain was once the face of Tous Les Jours. And the list goes on.
There is nothing wrong with this because celebrity endorsements are not just limited to coffee but other industries as well. When Tous Les Jours first opened in Bangsar, everything was sold out on the first day. The French-looking bakery-cum-cafe was an instant hit.
The same goes for Caffe Bene. Until today, you have to queue to get into the cafe if you go at night. And nobody actually complains about the queue at all. Once they get in, they order their drinks and start taking pictures so that they can upload it immediately on to Facebook or Instagram.
I wonder what is coming next.
