Coffee Culture: A Glimpse Into Coffee Culture Around The World

Our world has experienced coffee trends come and go for centuries, but the last few decades have represented a dynamic shift that has revolutionised the global coffee industry. Every coffee lover has certainly heard the terms “coffee waves” or “coffee movements” in a coffee shop, through a friend, or online. But what do these terms mean? When did the first, second, and third waves happen, and what characteristics define each movement? You might also be wondering whether we are now in the fourth wave. Let’s find out.

These coffee waves have naturally defined coffee culture, consumer priorities, production processes, bean quality, and a host of other elements. By reading this article, you’ll gain a better understanding of how coffee has evolved and perhaps even predict where it’s headed next.

• 1st Wave: Coffee farming and consumption increased significantly
• 2nd Wave: The defining of coffee enjoyment and the rise of speciality coffee
• 3rd Wave: Consumer emphasis drives appreciation of coffee origin and craftsmanship

The first wave coffee movement began in the 1800s when entrepreneurs like Maxwell House and Folgers recognised a ready market for this commodity. The first wave focused on making coffee widely accessible and convenient for the masses. On the flip side, these brands paid less attention to taste and quality. This period was defined by a booming market driven by profit and accessibility rather than consumer experience.

Though the coffee quality of the first wave is often criticised, the innovations in marketing, packaging, and processing were instrumental in shaping the modern coffee industry and paving the way for the second wave.

Vacuum packaging was perhaps the most distinctive innovation of the era. By removing air from coffee tins, producers could sell fresher beans to consumers, making coffee easily available on retail shelves.

Another major innovation was the birth of instant coffee. In the early 1900s, as America embraced convenience foods, instant coffee became a symbol of efficiency. Satori Kato, a Japanese immigrant, invented instant coffee and supplied it to soldiers during World War I, which helped popularise the concept. Nestlé later refined the process and introduced Nescafé in 1938, which quickly became a household name after being supplied to the U.S. military during World War II.

The reaction to the “poor coffee” of the first wave became the main driving force behind the second wave, which emerged in the 1970s. This movement laid the foundations for modern coffee culture, where consumers began to value coffee origin, flavour, and craftsmanship. People wanted to move away from generic instant coffee and experience distinct regional roasts and brewing styles.

This shift gave rise to the coffee shop culture we know today. Starbucks led the transition, transforming coffee from a commodity into an experience. Coffee shops became social spaces where people gathered, worked, and connected over a higher quality cup of coffee.

The third wave coffee movement evolved from a community of roasters in the 1980s who were dedicated to celebrating coffee as an artisanal product. These roasters focused on bean quality, lighter roast profiles, traceability, and advanced barista skills.

The term “third wave” was coined in 2002 by Trish Rothgeb (formerly Trish Skeie), referring to a new era of coffee appreciation. In this wave, the focus shifted entirely to the product itself rather than branding or marketing. Coffee became viewed as an agricultural product with terroir, provenance, and unique flavour characteristics, similar to wine.

Transparency became a hallmark of this movement. Consumers wanted to know the exact farm their coffee came from, the name of the producer, and the story behind each bean. This wave brought us closer to the farmers, raised ethical standards, and encouraged sustainable sourcing practices across the industry.

he conversation around a “fourth wave” of coffee is ongoing, and while some argue that the concept is still emerging, there are clear signs of evolution. The fourth wave builds on the values of the third but adds a layer of innovation, technology, and sustainability.

Today, the focus is expanding beyond traceability to include environmental impact, fair pay for farmers, and the carbon footprint of coffee production. Technological advances are also shaping the fourth wave, from precision brewing equipment to AI-driven roasting profiles and data-led sourcing. Consumers are more informed than ever and are demanding greater transparency, sustainability, and quality from bean to cup.

We are also seeing a diversification of preferences—plant-based milk alternatives, cold brew culture, and ready-to-drink formats are redefining how coffee fits into modern lifestyles. The fourth wave can therefore be seen as a blend of science, ethics, and experience, where coffee is both a craft and a conscious choice.