Jianbing Guozi with Coffee is a Hot Seller! Will Chinese Breakfast + Coffee Become the New Trend for Cafés?

"What did you have for breakfast today?"

"A few shaomai + Ethiopian pour-over coffee~"

"Isn't that a strange combination?"

"Not at all! After eating shaomai, I feel a bit greasy, so drinking a cup of acidic pour-over coffee perfectly cuts through the richness. It's perfect!"

Morning coffee is no longer fixed with sandwiches or croissants, and afternoon coffee is no longer paired exclusively with cakes and desserts. As coffee becomes increasingly popular in China, public perception of coffee has shifted away from being a beverage limited to fixed times, occasions, or pairings. Coffee has become one of the most common daily beverages, just like soy milk and tea.

The Rise of Unconventional Coffee Pairings

Not only are consumers breaking free from limitations when drinking coffee, but coffee vendors are also "letting their creativity run wild"! Selling coffee in rice noodle roll shops and selling jianbing guozi (Chinese crepes) in coffee shops—combinations of Chinese breakfast and coffee are gradually becoming popular in various cities.

Several months ago, a coffee shop in Shanghai started selling jianbing guozi. This seemingly mismatched combination immediately attracted a wave of attention from netizens when launched. According to feedback from those who visited, they had to wait over an hour in line to buy these jianbing guozi from the coffee shop. The shop prepares limited quantities daily, and they typically sell out by noon.

Spreading Trend and Consumer Reception

Since Shanghai led this trend, coffee shops in cities like Hangzhou, Chengdu, and Guangzhou have also begun selling jianbing guozi. It must be said that such combinations generate strong buzz regardless of location. Although this pairing costs more than buying jianbing guozi and coffee separately—adding a few extra yuan to the combined price—it has successfully captured the hearts of young consumers.

Diverse Perspectives on East-West Combinations

"This is my daily routine! I eat like this all the time!" "It's expensive, not worth it." "East meets West, how charming!" "Even though I know it's expensive, I still went." For such combinations, people hold different views. Perhaps, what everyone is curious about isn't necessarily eating jianbing guozi with coffee, but rather the concept of selling jianbing guozi in a coffee shop.

For some people, this might be quite normal, but for many who haven't yet encountered coffee or are new to it, such pairings can be somewhat surprising. In many people's understanding and impression, coffee is typically paired with Western food. This East-West combination is quite novel for many people—it breaks established impressions and creates an opportunity for them to try this groundbreaking pairing.

The Evolution of Consumption Habits

In fact, the reason why jianbing with coffee can attract so many people to queue and visit is not just consumer curiosity, but also because the consumption habits and eating patterns of modern young people are constantly changing. More people are willing to break through traditional or established pairing models.

The practice of pairing coffee with Chinese breakfast first appeared in Chinatowns abroad, satisfying both the traditional dietary habits of overseas Chinese and the need for caffeine. Whether it's sandwiches with coffee or meat buns with coffee, essentially they serve the same purpose: to help people feel full and start their new day with energy.

Cultural Integration and Acceptance

"Isn't this just for attention-seeking? Damaging the coffee market." For such combinations, the appearance of questioning voices is quite normal. However, the rapid development and popularization of coffee culture aim to transform coffee into an everyday beverage. It's a good thing if more people can view coffee as a daily beverage through Chinese breakfast pairings with coffee.

This "attention-seeking" approach allows business owners to make profits while giving consumers an opportunity to experience how coffee can be part of daily life, gradually letting go of their "biases" against coffee. This is quite positive毕竟 coffee shops aren't forcing everyone to accept such pairings, nor are they claiming this is the only correct way. As long as consumers are willing to accept it, that's what matters.

Therefore, whether such combinations work or if the prices are reasonable isn't really important. As long as someone is willing to accept them and respect them, it's already the first step toward success.

As for whether such combinations will become a new trend in coffee shops? Nothing is absolute, but everything needs a process of acceptance. Someone needs to take this first step, contributing their small effort to make coffee an accessible beverage, allowing more and more people to accept coffee. Through different channels and methods, we can show people that coffee doesn't "discriminate" against who drinks it—coffee is just that ordinary, just that daily.

Image source: Xiaohongshu

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