Industry standards vs cultural differences

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The specialty coffee industry is often defined by countries like Norway, Japan, Australia, and New Zealand. However, with rising global popularity, definitions evolve across cultures.

For example, many North American and Asian consumers prefer medium or darker roasts, seeking a more “traditional strong coffee taste,” as Joanne notes. As a major importer, Japan tends to roast slightly darker and favors filter coffee in kissaten shops over espresso. In the US, specialty coffee drinkers still often add milk and sweeteners, says Patrick.

So while specialty coffee branding appears similar worldwide, local preferences still influence consumer behavior.

At the same time, Specialty Coffee Association standards shape definitions, like recently updated cupping procedures for assessing green coffee quality more objectively. As Joanne explains, “Objective scoring communicates quality to producers, roasters, and consumers.”

However, applying global standards across varying specialty coffee cultures can be difficult. The SCA Coffee Taster’s Flavor Wheel has faced criticism for its Western focus. As a result, local professionals in Taiwan and Indonesia have developed their own flavor wheels.

In summary, while the specialty industry has global standards, local perspectives continue to inform evolving definitions and practices worldwide. A balance of consistent protocols and cultural flexibility is needed.​