If you’ve ever wondered why coffee shops in Shanghai are booming while European cafes struggle to keep customers, the answer lies in a quiet revolution. Emerging markets are redefining what specialty coffee can be—by blending passion with pragmatism, they’re proving that creativity outpaces competition. In places like India, Indonesia, and Saudi Arabia, coffee isn’t just a drink; it’s a cultural conversation. These regions are growing at double the pace of Western markets, with India’s coffee shops expanding at twice the rate of their US counterparts. Meanwhile, Shanghai’s rise as a global coffee hub shows that novelty, not just quality, still drives demand.
The key? Emerging markets haven’t been bogged down by the same rigid norms that stifle innovation in mature markets. In the US and Europe, roasters often prioritize efficiency over experience, relying on familiar espresso menus and automated systems. But in Jordan, Kenya, and China, coffee is a gateway to local identity. Take Dimitri’s Coffee in Jordan, the first specialty roastery there. By tailoring roasts to match Jordanian palates—adding sweetness and bitterness that resonate with local tastes—they transformed a niche into a cultural touchstone. Similarly, Kenyan roasters like Billy Otieno are rekindling the spirit of early specialty coffee by linking beans to stories. “When someone lights up at the sip of a washed SL-28 for the first time, you realize what differentiation really means,” he says.
This isn’t just about taste—it’s about connection. In emerging markets, cafés are third spaces where people gather, work, and belong. A Shanghai café might serve fermented Ruiru 11 alongside moringa tea, or pair espresso with spiced mahamri. These combinations aren’t just trendy; they’re rooted in local traditions. Meanwhile, in Saudi Arabia, 5,130 branded coffee shops now dominate the Middle East, with 46% of regional outlets. The focus isn’t on speed but on creating an atmosphere where customers feel seen.
For roasters in saturated markets, the lesson is clear: relearn the art of storytelling. Prioritize cultural relevance over uniformity, and let hospitality drive differentiation. If you’ve ever felt your café’s menu feels disconnected from your community, look to these markets. They’re proving that passion, not just product, is the recipe for growth.
What’s one way your café could better connect with your local community’s coffee culture.
What’s one way your café could better connect with your local community’s coffee culture?
Questions & Answers
What are emerging specialty coffee markets?
Emerging markets include regions like Ethiopia, Colombia, and Indonesia. They offer unique beans and brewing traditions, providing roasters with fresh inspiration and quality opportunities.
How can roasters benefit from these markets?
Roasters gain access to rare beans, support sustainable practices, and diversify their offerings. This helps attract specialty coffee enthusiasts and differentiate their products.
Information sourced from industry reports and news outlets.
