Melbourne, frequently considered Australia’s coffee capital, is currently experiencing a revolutionary change in its café scene. In the past, old world coffee styles dominated the city’s cafés. Today, these cafés are fearlessly pushing the envelope and Asianizing coffee-defined drinks entirely and completely reimagining the nascent form of coffee. Jay Lee, a mega-successful café owner, noted how this change has completely changed the selling game. Fast forward to today—almost half of his café’s overall sales come from these newfangled drinks.
At Lee’s shop, once, classic coffee represented closer to 80 percent of sales. As consumer preferences change, so does the café’s menu. Asian-inspired drinks, like the Kinako latte, a caffeine-free drink made with roasted soybean powder, are becoming popular with all kinds of customers. The Kinako latte is an example of a warming trend happening in cafés across the country. They’re creatively reinventing Asian flavors for the Australian palate, focusing on refreshing acidity and less sugar.
“The first thing I think of is infusion,” said one customer, appreciating the intricate blends found in Melbourne’s brown cafés. Consumers are looking for drinks that provide more than an energy boost. They demand a beverage that tantalizes their sensual perception through mouthfeel, flavor, and appearance.
Individual designers must remember, Jay Lee stresses, that designing everything in these new forms takes time and care. “Asian-style drinks usually involve more steps—syrups, powders, creams, and clear layering,” he explained. He finishes off his drinks with a salted vanilla cream, his signature. Then, he scrapes them down with brown sugar, giving patrons who seek novelty a surprising taste experience.
Sam Wang from Telstra café confirmed that old-school drinks such as flat whites, cappuccinos and long blacks are still top sellers. He recognizes the shift in consumer behavior: “Many middle-aged customers are very health-conscious and keen to avoid high-sugar drinks.” This knowledge has prompted a dramatic shift in the demand for caffeine-free alternatives.
The pricing of these new beverages tells the story of their complexity. Asian-style coffees often retail for $8 and up, compared to our regular coffees which go for $5 to $7. This boost in cost is in keeping with the extra labor and artistry that goes into these beverages.
“Before, about 80 percent of what we sold was traditional coffee,” – Phillip Sim
Melbourne’s cafés are on a Cambodian kick exploring a fresh wave of Southeast Asian flavors. They’re meeting the demand of that adventurous consumer while creating these Instagram-worthy beautiful presentations that just makes them more appealing in the marketplace. “Presentation has become as important as flavor,” remarked an industry expert. “Dessert-style lattes are becoming visually arresting performances!”
That trend goes far beyond just drinks. It’s influenced other areas of lifestyle such as fashion and beauty. One observer noted, “Asian inspiration is everywhere, not only in food and beverage but in categories like fashion, beauty, travel and technology.” This cultural infusion seems to be a great fit for Melbourne’s multicultural, multiethnic population.
Though new, experimental beverages are the trend du jour, tradition still commands a hefty chunk of the industry. Sam Wang pointed out that traditional beverages remain appealing to older and more conservative customers: “Flat whites, cappuccinos and long blacks are still our best-sellers.”
In fact, Asian-inspired beverages are more than a fad. These drinks fill a desire for something different without the need for full-strength espresso. One customer articulated this sentiment: “These new drinks are ideal for people who want more variety without relying on strong espresso.” Whatever the reason, the demand for caffeine-free styles continues to grow. Consumers are searching for better-for-you choices that allow them to drink socially more frequently.
“Caffeine-free styles could be promoted as something people can drink more often — as a healthier option,” – a customer
Melbourne’s indie cafés are already probing, pushing the envelope, messing around with Asian flavors. Together, this trend underscores a growing preference among consumers for authenticity and in turn creates a rich cultural exchange. The city’s coffee scene is changing quickly. It’s turning into a pretty happening scene where old meets new, thrilling both business operators and consumers at the same time.
