The Emerging Consumption Trends of Tea and Coffee in Contemporary China

This thesis explores the evolution and contemporary dynamics of tea and coffee in China, two beverages with different cultural and historical trajectories. While tea has been deeply rooted in Chinese tradition for centuries, coffee represents a more recent import that has gradually gained popularity, especially among younger generations. The research investigates how historical, economic and cultural factors have shaped current consumption patterns, with particular attention to factors such as generational changes, emerging trends, the growing influence of digital technology and the impact of the COVID-19 pandemic. The analysis also highlights how local and global brands adapt their strategies to the Chinese market in order to attract and retain consumers. Through the case studies of representative tea and coffee brands, this study shows how both brands are shaped by, and in return respond to, broader historical and cultural dynamics. The findings suggest that tea and coffee perfectly coexist within the Chinese market, meeting consumer demands in distinct ways and reflecting the country's ongoing social and cultural transformations.