The evolution of coffee culture began with Jacob’s first coffee house in Oxford in 1650, reflecting a simplistic appreciation for the drink. Compared to the current landscape—where coffee is embedded in social identity—the arrival of the flat white in the mid-2000s marked a significant shift. As society's relationship with coffee evolved into a realm defined by personal branding, preferences shifted dramatically from traditional lattes to more niche varieties. Today, choosing coffee has become a means of self-expression, with intricate rules governing what, when, and how one can drink certain types of coffee.
In 2005, the flat white arrived from Australia or New Zealand, leading consumers to disdain other caffeinated options like lattes and cappuccinos.
The coffee culture has evolved significantly since Jacob opened his first cafe in 1650, becoming more about personal branding and societal perception.
Drinking coffee today has transformed into a social minefield, dictated by personal branding and the wide array of coffee choices available.
Once merely bitter and basic, coffee has now entered a complex social landscape, where preferences and choices reflect one’s identity.
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