In recent years, luxury brands branching out into coffee shops has become an undeniable trend. From Vivienne Westwood to Coach, from Dior to Tiffany, numerous high-end consumer brands have opened cafés or launched limited-time pop-ups in cities such as Shanghai and Beijing. These venues sell themselves on exquisite décor, branded-logo tableware, and photogenic desserts, with prices ranging from twenty yuan to over a hundred, attempting to close the distance with the general public through a cup of coffee. Yet consumer reviews are mixed: some find it worth the money, while others see the products as perfunctory and the pricing as artificially inflated. This article will examine the market logic and consumer response behind this phenomenon. [more…]

The SCA recently published the latest rules and regulations for the 2024 World Barista Championship. Overall, the changes are not extensive; they mainly focus on further clarifying the wording regarding the judging process, conflict-of-interest declarations, and milk selection, while also adjusting the method for evaluating the tactile assessment of espresso. For coffee professionals and enthusiasts who follow the direction of the competition, these detailed changes may directly affect competitors' preparation strategies and judges' officiating standards. This article will sort through the key points of the rule changes one by one to help readers quickly grasp the key adjustment directions of this year's WBC. [more…]

The World Barista Championship is the highest-level competitive stage in the coffee industry, where competitors convey the multi-dimensional charm of coffee to professional judges through exquisite skill and vivid expression. In 2022, Anthony Douglas from Axil Coffee Roasters in Melbourne, Australia, took the crown at the WBC held in Melbourne. This barista, a high school dropout who started out in the deli section of a Spanish restaurant, went from regional competitions all the way to world champion in seven years. This article reviews his growth experience, competition preparation details, and winning performance, and shares his understanding of the role of a barista. [more…]