Coffee Culture In Generation Z Era

Abstract

Background: This paper examines how coffee culture influences Generation Z in Medan, Indonesia, as a means of self-expression, social connection, and identity formation. Objective: The paper aims to explore the cultural significance of coffee for Generation Z, considering their digital savviness and how it shapes their engagement with coffee. Method: Qualitative methods, specifically interviews and observations, were used to gather data for this research. Results: Findings indicate that coffee plays a significant role in helping Gen Z build personal branding, projecting an image of self-pride and productivity through their routines and cafe choices. Coffee shops are frequently used as workspaces, symbolizing discipline and goal-orientation. Beyond image, coffee carries deeper philosophical meanings, serving as a ritual for comfort and resilience amidst life‘s challenges. It also facilitates genuine social connections and community in an increasingly digital world. Conclusion: Ultimately, for Generation Z in Medan, coffee is more than just a beverage; it represents identity, energy, comfort, and connection, all of which are vital for personal growth and navigating modern life. Keywords: Generation Z, coffee culture, personal branding, philosophical meaning, social interaction, Medan.