| dc.description.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. | en_US |
