Why Are Hangzhou's Viral Temple Coffees So Popular! Can You Drink Coffee in Temples?

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"Drink coffee in Buddhist sacred grounds, speak not of others' coffee choices."

How successful is the temple coffee business?

It's unclear when exactly this trend began, but people across various regions have started flocking to temples to enjoy coffee. In recent years, a coffee trend has emerged in ancient temples throughout Asia. Perhaps hoping to use coffee as a medium to help young people better understand traditional architectural culture, or perhaps because monks have developed a keen interest in coffee themselves, every coffee shop in these temples has enjoyed excellent business. In 2020, when Starbucks Japan opened a store within the grounds of the 1300-year-old Zenkoji Temple, it received unanimous praise from the temple and its monks. More than two years later, as netizens visit to check in and drink coffee, more and more people have gained new understanding and appreciation for this thousand-year-old temple.

Subsequently in 2021, a coffee shop quietly opened at Yongfu Temple in Hangzhou, China. The label of "monks selling coffee" instantly made this coffee shop go viral, and drinking coffee in temples became a "must-visit" activity for netizens. Every weekend and holiday, many young people flock to the temples, sipping coffee while enjoying the peace and tranquility that the environment brings to their hearts.

Following the success of the Yongfu Temple coffee shop, more and more ancient temples have approved third parties to open coffee shops within their premises over the past two years, while some temples have directly ventured into the coffee business themselves.

Recently, the Human Resources Department of Xiamen Nanputuo Temple's Industrial Society posted a job opening for a barista. Regarding the job requirements, many netizens commented that the temple's coffee shop business is excellent, especially during weekends and holidays when queuing is necessary. Regarding the four days off per month, some netizens jokingly remarked: "Not a shred of compassion 😂"

Why do today's young people love drinking coffee in temples?

There are three key factors: people's acceptance of innovative Chinese traditions, consumer curiosity, and the sense of contrast created by this combination.

Compared to dry educational materials and popular science, an Americano named "Eliminate Worries," a latte named "Stop Snow," or a caramel macchiato named "Mo Bai"... people can immediately feel the beauty and tranquility of the temple through these product names.

The labels of "monks selling coffee" and "drinking coffee in temples" going viral online essentially represent a subversion of people's perceptions. One subversion comes from the fusion of Eastern and Western cultures, another from the positioning of monks (actually temples) selling coffee. This contrast perfectly captures the hearts of young people who love novel experiences.

Meanwhile, when product packaging and names blend with the setting, it gives consumers a greater sense of participation and provides them with an immersive experience.

Are only tourists interested in temple coffee? Monks are young people too.

In addition to tourists and worshippers visiting the temples, monks also have a great need for coffee. Although monks have always projected a steady image to us, monks are also young people who pay attention to new things. It's just that the traditional image of monks leads people to believe they only drink tea and chant sutras.

Some monks in temples even purchase green coffee beans to roast themselves and then personally brew coffee for visiting guests. A recent South Korean variety show captured such a scene. When program guests mentioned "I thought monks only drank tea," the monks laughed and replied, "It seems you're still living in the past—monks must keep up with the times."

After the show aired, the temple immediately attracted attention from young netizens, who then flocked to the temple hoping to taste coffee brewed by the monks. However, the temple monks stated: "Coffee is only served to visitors with appointments, and we have no plans to sell coffee in the temple for now." Image source: Internet

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