MBTI has now permeated every corner of the coffee industry. When the younger generation of baristas joins the bar, "Are you an I person or an E person?" has become a daily greeting. This personality test, based on Jungian personality theory, dividing people along four dimensions and yielding 16 types, has become a new-generation social label, much like horoscopes and blood types. This article takes a lighthearted approach to rounding up the "classic quotes" of different MBTI types of baristas, from the rigor of ISTJ to the casualness of ENFP—see which one strikes a chord with you. Whether you're a socially anxious I person or a socially outgoing E person, you can find your "parallel-self" here. You're also welcome to comment with your four letters and your signature catchphrase, and see if you can find fellow baristas of your type. [more…]

Start of Autumn was originally a solar term, but today it has become a carnival moment for milk tea consumption. Major brands are pulling out all the stops to compete for the traffic around the "first cup of milk tea in autumn." This year, Heytea has made "big" its core strategy, creating a strong social topic with a giant Heytea cup half a person's height and a 1.5-meter-tall "Heytea Person Honor Certificate." The event rules are simple: the customer who places the 8,001st in-store order receives the giant certificate. Some people drove seven kilometers under the scorching sun just for this sense of ceremony, while other socially anxious customers were caught off guard by the sudden award ceremony. The brand also considered the details, making the certificate foldable and easy to carry. Data shows that on the day of Start of Autumn, sales at many Heytea stores increased by more than 600% compared with the previous day, and first-day sales of the new product "Extra Chunky Yellow Peach Mango" exceeded 400,000 cups, setting a brand record. This article was compiled by Coffee Workshop and takes you through the behind-the-scenes story of this unconventional marketing campaign. [more…]

Want to try single-origin coffee but don't know which beans to start with? This article begins with the botanical roots of coffee beans, sorting through the two primary native species, Typica and Bourbon, and their derivative lineages, then introduces the coffee-growing belt centered on the equator. The flavor profiles of different regions each have their own character: African beans are boldly fruity, Central American beans are balanced and elegant, and Asian beans are rich and full-bodied. The article also explains in detail how the three processing methods—natural, washed, and honey—affect the taste, as well as the relationship between roast level and acidity versus bitterness. Finally, it offers practical advice for beginners choosing beans, recommending starting with Front Street Yirgacheffe Washed G2, to help you find the best balance between price and flavor. [more…]