In the world of coffee, things are brewing differently depending on where you look. While folks in places like the US and Europe sip their daily cups without much change in habits, countries like China and India are seeing a massive surge in coffee love. This shift isn't just about more cafes popping up—it's a chance for established coffee roasters to pick up some fresh ideas on keeping things exciting. With coffee prices jumping around and economies feeling the pinch, those in the game for years might find inspiration in how newcomers are building their brands with real energy and a nod to local ways.
Back in the late 1990s, specialty coffee kicked off in spots like the US, Australia, and Norway. It was all about folks who wanted to shake up the boring old commodity stuff. They focused on top-notch beans you could trace right back to the farm, pouring over hand-brewed cups and light roasts that showed off wild flavors. Customers got hooked on the stories behind each sip—sustainable farming, unique tastes—and the industry boomed. Take Australia: between 2005 and 2020, cafes shot up to over 28,700 by 2024. It was a time when the "wow" factor ruled, and everyone was educating drinkers on what real craftsmanship meant.
But time changes things. Those early pioneers have grown up—the average cafe owner in Australia is around 40 now. They've weathered storms like the 2008 crash, the pandemic, and sky-high coffee market prices in 2025. Survival meant getting smart about business: tightening operations, watching the books closely, and teaming up in ways that make sense for the bottom line. The fun parts, like experimenting wildly or chasing that pure passion, took a back seat. It's practical, sure, but it can dull the spark that made specialty coffee special in the first place.
Contrast that with what's happening in newer markets. In these places, specialty coffee is still fresh and full of buzz. People aren't jaded yet; they're discovering it for the first time, and that excitement drives everything. Take Europe as a comparison—between 2022 and 2024, coffee drinking in the EU27 barely moved, even dipping by 0.3%. Northern spots like the Nordic countries, which helped start the whole specialty wave, saw the biggest drops.
Now flip to Asia and the Middle East. China's coffee scene exploded to 87,505 branded shops, zooming past the US as the biggest market. They added over 20,000 new spots in just one year, thanks to big chains like Luckin, Cotti, and Lucky Cup, plus indie specialty spots. Indonesia's on a roll too, set to pass Japan as the fifth-biggest coffee consumer globally. India's market is expected to double in value by 2030, with specialty stuff making up almost 18% of that jump. And Saudi Arabia? It's leading the Middle East with 5,130 outlets, grabbing 46% of the region's stores and growing faster than many old-school markets.
This kind of growth isn't random. It's fueled by a raw enthusiasm that's reminding everyone what got the industry started. In Kenya, for example, only about 5% of their coffee stays home, but that's set to rise by 6.9% to 62,000 bags in 2025/26. Billy Otieno, a roaster at African Coffee Roasters in Athi River, Kenya, puts it this way: “In Kenya, passion for coffee is still raw and personal.” He talks about how it's not just the drink—it's the tale that comes with it. “The Kenyan coffee scene isn’t just about the cup; it’s the story behind it,” he says. “When you see someone light up at the sip of a washed SL-28 for the first time, you realise, ‘This is what differentiation really means!’”
Over in Jordan, Hisham Abubaker founded Dimitri’s Coffee, the first specialty roaster there, back around 2015. The country went from barely touching coffee to a 5,800% jump in per capita drinking between 1981 and 2018. Folks there loved Turkish-style brews, but Hisham shifted things by tweaking roasts for that sweet-bitter balance Jordanians crave. “With education and tailoring roasting methods to produce a level of sweetness and bitterness that Jordanians love, the local palate began to accept and prefer specialty coffee,” he explains. He didn't stop at beans—he mixed in local favorites like zaatar fatayer and karkadeh drinks. “By also incorporating traditional local food and beverages like zaatar fatayer and karkadeh (hibiscus) drinks, consumers have stayed loyal and felt a sense of belonging to the brand,” Hisham adds.
These stories show how, without the weight of old traditions, roasters in these spots mix global standards with homegrown twists. They're not stuck on the same old third-wave rules; they're innovating to fit what people around them actually want. In India, cafe revenues are climbing almost twice as fast as in North America. Shanghai got called the world's "most compelling" coffee city by Bloomberg. It's all about that initial thrill—building brands around passion instead of just plugging away.
So, what can roasters in places like the US or UK take from this? For starters, it's about getting back to what locals really connect with. In mature spots, menus often stick to the basics: espresso, pour overs, batch brews, milk drinks. But that can feel out of touch with everyday eating habits. Emerging markets win by weaving in cultural flavors. Billy suggests ideas like serving fermented Ruiru 11 with moringa tea or espresso alongside spiced mahamri. “Imagine a café that serves fermented Ruiru 11 alongside moringa tea, or pairs espresso with spiced mahamri,” he says. “When specialty coffee speaks the language of the land, it becomes unforgettable for consumers.”
Then there's the whole experience side. In less crowded markets, standing out means top-notch quality, skilled brewing, and real hospitality. Customers want to learn, so cafes turn into hands-on spots—smelling beans before and after grinding, watching baristas work their magic. It's immersive, turning the place into a "third space" for hanging out, getting work done, or just chatting. Hisham notes how in the Middle East, people aren't in a rush. “Although speed is valued, the local community is more relaxed regarding time, allowing for a different type of café experience,” he says. “In Jordan, we focus more on having a nice atmosphere for people to enjoy studying, working, and socialising, not just getting their coffee.”
For established roasters dealing with packed competition and high costs, this could mean dialing back on automation and speeding things up less. Slow down those key moments, engage the senses again, and bring back that human touch. It might recapture the energy that drew people in years ago.
Pricing and variety play a big role too. In emerging areas, cafes serve everyone—from students to pros to visitors. They mix cheap blends with fancy micro-lots, keeping things accessible while staying profitable. That's different from the all-premium setup in saturated spots, which can limit who walks in. By borrowing this flexible approach, older businesses could pull in more folks, using their quality rep to introduce specialty coffee to everyday drinkers.
At the end of the day, the coffee world's tough right now, especially in well-worn markets. But peeking at how emerging scenes handle things—their focus on fitting into culture, creating memorable visits, and staying nimble—could spark that old entrepreneurial fire. As Billy wraps it up: “Stop looking sideways and start looking inwards: What does your local community actually want?” It's a simple question, but answering it might just brew up the next big thing in your own backyard.
