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Turning China into a nation of coffee drinkers

It looks like coffee drinking is officially a fad - in China. What makes it a fad? It's a fad because people who don't like it are continuing to order it - since it's hip to be seen drinking it. The manager of a popular cafe, Ms. Linda Liu "observed that most of her customers do not seem to like coffee, but they keep buying it." According to her, "some regulars order coffee all the time, but never finish it." According to a government survey, 10,000 trained baristas are needed to meet the growing demand for the brew. The problem is not a shortage of people, but a shortage of skills. Many potential employees have never made a cup of coffee, and a few have never had one.

Who's claiming credit for the coffee revolution? Starbucks. With 230 Starbucks outlets in operation and plans for thousands more in place, is it is hardly surprising to hear that Howard Schultz said "we turned them into coffee drinkers." Coffee is a status symbol and, though that seems to be the primary factor driving the trend at the moment, it seems likely that once it is established as a part of the culture, it will be a permanent one.

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