Starbucks’ latest 2022 second-quarter financial report shows strong performance in the North American market, with comparable store sales growing by 12%, but revenue in China declined by 14%. At the same time, Starbucks announced a $1 billion investment to improve employee benefits, including pay raises and training, but excluded unionized stores. This article provides a detailed breakdown of the key figures in Starbucks’ quarterly report, specifics of the pay raise plan, as well as the company’s current situation and strategic adjustments in its two major markets—China and the U.S. [more…]

Want to master the flavor essence of pour over coffee? This article provides an in-depth analysis of core extraction techniques such as the one-pour method, three-pour method, and cross-stirring, helping you understand the synergistic effects of coffee-to-water ratio, water temperature, grind size, and pouring techniques. From conventional segmented pouring to the no-bloom practice with Hario’s Infinity Dripper, to the stable performance of the Kono dripper using high-flow three-stage pouring, and finally introducing the unique cross-stirring technique by Taiwanese barista Amis — all to help you find your optimal extraction method. [more…]

Many beginners who are just getting into pour over coffee start by imitating the barista’s movements. However, what truly influences the flavor of the coffee is the underlying extraction logic. This guide will take you through the beginner’s perspective, analyzing the importance of pour over techniques, and guiding you on how to gradually transition from mimicking actions to deeply understanding grind size, water temperature, coffee-to-water ratio, and other extraction parameters — achieving the key leap in elevating your coffee’s flavor. [more…]

Starbucks' secret menu once became a popular way for customers to pursue personalized drinks, but as orders grew increasingly extreme, they not only slowed down service but also placed immense pressure on baristas. One U.S. barista was fired for publicly sharing a customer's 13 special requests, though later reached a settlement with an apology. This article delves into the service ethics, efficiency issues, and the balance between personalization and practicality behind this incident. [more…]

Have you ever wondered why coffee smells richly aromatic, yet tastes only of sourness, sweetness, or bitterness when sipped? In fact, among the more than 850 aromatic compounds in coffee, most are perceived by smell rather than by taste buds. This article clearly explains the workings of orthonasal and retronasal olfaction, helping you understand why flavors are often “smelled but not tasted,” and provides practical tasting tips so you can more fully appreciate the delicate layers of pour over coffee or any other brewing method. [more…]

As iced beverages soar in popularity during summer, many customers prefer less or no ice to enjoy more of the actual drink. However, some cafes charging extra for ice-free options have sparked debate. This article delves into the business rationale behind such charges, analyzes the functional role of ice in the brewing process, and explains why what seems like a simple request to go without ice can actually affect the overall flavor profile—helping readers make more informed choices about their beverage preferences. [more…]

When pancake rolls meet pour over coffee, this seemingly unconventional pairing of a traditional Chinese breakfast and coffee is sparking a social media craze in cities like Shanghai and Hangzhou. This article delves into the consumer psychology, market drivers, and evolving food culture behind this trend, explores its potential as an innovative direction for cafés, and offers practical flavor pairing suggestions along with market observations. [more…]

The difference between specialty coffee and commercial coffee is often simply attributed to the 80-point benchmark of the SCA cupping score. But behind this standard lies much more detail about origin, processing methods, and roast levels. This article will delve into the SCA scoring mechanism, the true definition of specialty coffee beans, and guide you in distinguishing the two through a cupping perspective—helping you make smarter choices when purchasing. [more…]

Coffee silver skin is often seen as a byproduct of the roasting process, but Japanese companies have transformed it into practical and environmentally friendly daily-use items. Ito En and Tully's Coffee have collaborated to make water-resistant straws from silver skin—each straw is produced using the silver skin from just 10 grams of coffee beans, without affecting the flavor of the beverage. Additionally, as early as 2012, Tully's introduced eco-friendly tissues containing silver skin, helping to reduce pulp usage. This article delves into coffee silver [more…]

When a coffee machine advertisement features semi-nude models and highly controversial imagery, it not only sparks consumer backlash but also exposes flaws in the brand’s marketing ethics. This article delves into the underlying logic behind the advertising controversy, explores why edgy marketing continues to push boundaries despite restrictions, and analyzes its long-term impact on brand image and consumer trust. From a professional perspective, it helps readers discern the boundary between healthy marketing and inappropriate tactics. [more…]

Do you habitually grab a hot cup of coffee on the go every day? What seems like a routine action may actually be causing you to unknowingly ingest large amounts of plastic particles. Recent research has found that common disposable paper cups can release an alarming number of microplastics and nanoplastics within just 20 minutes of contact with hot beverages. These microscopic particles not only infiltrate human blood and lungs but may also penetrate cell membranes, posing potential health risks. This article will help you understand the hidden dangers of hot drink cup materials and provide simple yet effective ways to protect yourself. [more…]

Members of the People for the Ethical Treatment of Animals (PETA) in the United States, dissatisfied with Starbucks charging extra for plant-based milk, protested by gluing themselves to counters—sparking widespread discussion. Why does Starbucks charge more for oat milk, soy milk, and other plant milks? Are PETA’s protest rationale and methods justified? This article delves into the full story of the incident and examines the real differences between plant milk and dairy milk in terms of environmental impact and cost. [more…]

Many coffee beginners who love espresso but have a limited budget often consider using a moka pot as a substitute for an expensive semi-automatic espresso machine. But can the strong black coffee brewed in a moka pot be called true espresso? This article delves into the fundamental differences between a moka pot and an espresso machine by exploring their historical origins, pressure, and brewing parameters. It also provides practical tips for using a single-valve moka pot, teaching you how to extract richer crema and helping you better understand the potential and limitations of this classic brewing device. [more…]

Want to dive deep into the world of coffee but not keen on reading lengthy texts? These eight carefully selected coffee-themed films will take you from the origins of specialty coffee and the industrial production of instant coffee, to the rise of Yunnan coffee and the behind-the-scenes stories of world competitions. Whether you're a beginner just exploring coffee or an enthusiast pursuing expertise, these videos will help you comprehensively grasp coffee knowledge and culture through vivid visuals and professional content. [more…]

Many are drawn to the artistic image of baristas, yet overlook the real challenges behind the job. This article delves into the daily responsibilities, skill requirements, salary landscape, and future career paths of being a barista, revealing the full picture from basic cleaning tasks to professional brewing techniques, and offers practical advice to help readers evaluate whether this profession is right for them. [more…]

Flavor clarity is an important criterion for evaluating pour over coffee, but many people mistakenly believe that clean means bland. This article delves into the true meaning of clarity, debunks common misconceptions, and provides practical pour over parameters and operational tips — from grind size and water temperature to pouring techniques — to help you brew coffee with a pure taste and minimal off-flavors, allowing you to more accurately appreciate the true flavor of the coffee. [more…]

Many coffee enthusiasts often struggle with whether to buy whole bean coffee or pre-ground coffee. This choice not only affects flavor but also relates to shelf life and convenience. This article delves into the differences between the two, starting from the rate of flavor loss and suitable user profiles, and provides a detailed explanation of the correct storage methods for ground coffee and the steps for pour over brewing, helping you master key techniques to brew layered coffee at home. [more…]

In North Carolina, USA, there is a unique building adorned with over 30,000 coffee mugs — the Mug Home. This house is not only a paradise for collectors but also attracts travelers from around the world to visit. How did a homeowner who isn’t even particularly fond of coffee accumulate such an astonishing collection of mugs? Step into this home full of stories and explore the background of its creation and highlights for visitors. [more…]

In recent years, 'raw coffee' has gained attention in Japan for its significant weight loss effects. But what exactly is the difference between it and the commonly consumed black coffee? This article delves into how the high content of chlorogenic acid in raw coffee boosts metabolism, and compares the weight loss benefits of the two through experimental data to help you find the more suitable beverage choice for shedding pounds. [more…]

The global coffee chain giant Starbucks has been actively promoting environmental transformation in recent years, adopting innovative methods to manage waste generated from its operations. From transforming recycled tumblers into coasters at Japanese stores, to using coffee grounds to make straws for cold drinks in China, and even composting coffee grounds to grow carrots for desserts — each initiative showcases the potential of reusing waste resources. This article delves into the details of these eco-friendly practices, including the process of making coasters, applications of coffee grounds, and the sustainability efforts of the “Green Workshop.” [more…]