Across the bustling streets of Pakistan's major cities, a vibrant 'coffee culture' is flourishing as young people flock to trendy cafés — not only for the taste, but also for the ambience, the aesthetics, and the story each cup tells online.
Consumption has risen so sharply that what was once sipped leisurely over three months is now consumed within a single month.
Speaking to a local news channel, coffee expert Shahzaib Khan observed that coffee consumption among Pakistan's urban youth has witnessed unprecedented growth in recent years. He noted that Brazilian and African blend coffees are especially popular among young consumers for their distinctive flavours and rich aroma.
"What was once a casual drink has now evolved into a cultural phenomenon," Khan remarked. "Young people are not drinking coffee merely for its taste – they are embracing it as part of their identity, lifestyle, and social expression. This is reflected in the popularity of cafés as social hubs, as well as the way coffee moments are widely shared on social media."
He added that the trend has fuelled a sharp surge in demand, with consumption doubling over the past year alone. "The market has responded with innovative flavours, stylish café settings, and digital engagement," he explained. "Coffee today is more than just a beverage — it is a cultural statement that connects young people to the dynamic energy of their cities."
Khan predicted that this evolving coffee culture will continue to grow as more young people seek unique experiences and social connections through their love of coffee.
On the subject of supply challenges, he acknowledged that global shortages of Matcha and Pumpkin blends are affecting availability. "Despite this, demand remains exceptionally high, underscoring how deeply coffee culture has taken root among city youth," he said.
Highlighting the influence of social media, Khan added: "Instagram posts showcasing beautifully crafted coffee and café moments have made coffee culture aspirational, encouraging more young people to explore and share their own experiences."
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