Malaysia’s coffee culture is huge if you put a thought into it. It may not be as globally renowned as Italy at first glance, but we surely have a fascinating mix of coffee flavours, traditions, and innovations. From the rich aroma of traditional kopi in kopitiams to the chic ambience of local coffee shops and the fast-developing hub of premium international chains, the scene caters to seasoned coffee lovers and newcomers. Now, let’s take a deeper look at our distinctive coffee scenes.
Traditional Kopitiams: The Essence of Malaysian Kopi
“Kopitiams”, a term derived from the Malay language and Hokkien dialects where “kopi” means coffee and “tiam” means shop, represents the heart of Malaysian’s coffee culture. Head to any kopitiam, and you will be enveloped by the inviting aroma of kopi featuring menus that boast a variety of options.
and more…
That is… quite literally a menu 😛 and rest assured that even a local can get confused sometimes. What’s even more amusing is the remarkable memory of the “uncles” and “aunties” who can take these complex orders without writing them down and then shout the order across the kopitiam to the coffee maker. This personal touch definitely enhances the authentic experience.
Thong Kee Cafe
Bungkus Kaw Kaw & Oriental Kopi
While these traditional kopitiams and their practices still thrive today, some have embraced automation. See Thong Kee Cafe which rebranded themselves from Kopitiam Thong Kee to attract younger crowds. By adopting modern technologies, they have transformed into a unique kopitiam that offers a different ordering experience that gained significant attention and piqued interest among younger generations in Hainan Kopi.
Meanwhile, there are also kopitiams that evolved into modern restaurants/chains. With the same aim to promote the culture, these kopitiam restaurants focus on preserving the distinctive blend of kopi while integrating local cuisine, successfully merging tradition with modern dining.
At this point, you may wonder, what is the science behind the enduring appeal of these modernised kopitiams?
Neolocalism
At the heart of this phenomenon lies the concept of neolocalism, which is a conscious effort by businesses to foster a sense of place based on the attributes of their community. It can be expressed through local stories, traditions, flavours, architecture, etc.
Classic Kopi Tarik (Pulled Coffee)
In the coffee sector, neolocalism marketing can be manifested in menus that highlight local flavours with regional ingredients, interiors that reflect local aesthetics, and services that showcase unique skills (eg: brewing methods). All of which creates a place that quenches the needs and wants to explore and connect with the local community through immersive storytelling and sensory experiences.
Nostalgic interior of Ho Kow Kopitiam & Ali, Muthu & Ah Hock Kopitiam
The responses activated through neolocalism are among the reasons it thrives:
- Memory Activation: Local flavours and familiar aesthetics stimulate the brain region associated with memory, leading to stronger recall of experiences and encouraging repeated visits.
- Emotional Connection: Engagement with local stories and traditions triggers feelings of nostalgia and community pride, fostering a sense of belonging.
- Identity and Self-Expression: Consumption of local products related to self-referential processing, encouraging connectedness for the choices and satisfaction
That is why neolocalism plays a crucial role in helping modern kopitiams to attract and traditional kopitiams to sustain in a globalised market. It is a movement that celebrates and brings communities together through shared experiences and appreciation for their heritage.
Speaking of which, the effect of neolocalism has somehow extended to the local coffee chain scene too…
Malaysia Coffee Chain
If you ask a coffee drinker to name their usual spot 10 years ago, the answer would highly be international giants like The Coffee Bean & Tea Leaf.
Baskbear Coffee
Fast forward to this decade, the rise of local coffee chains is reshaping the market landscape in Malaysia. These homegrown brands are becoming increasingly popular, winning more hearts than the global chains. They are transforming consumer preferences by combining international trends with affordable prices. Drinks offered also have a creative blend of Malaysian ingredients, presenting options that resonate with local tastes.
Fun fact 1: San Francisco Coffee is a Malaysian brand instead of a brand from the bay!
Hence, it is not surprising that Malaysia’s branded coffee shop market has grown by 28%, exceeding 3,330 outlets nationwide. This number is forecasted to continue its growth following increased consumer demands for artisanal and high-quality coffee.
Fun fact 2: Zus Coffee outlet surpassed Starbucks outlet in Malaysia!
On the last note for coffee enthusiasts and curious newcomers, exploring Malaysia’s coffee scene is more than just a delicious beverage but also an immersive experience steeped in culture and community. For business owners in the local market, it is a getaway to showcase the uniqueness of our stories and value to gather like-minded consumers. All of which are packed and delivered through a cup of freshly crafted coffee.
So, if you even find yourself seeking inspiration on your coffee ventures, reach out to us at theteam@oppotus.com to explore the possibilities to bring your idea to life with the help of our market research knowledge. Your success story starts with understanding the landscape, and a step towards us.
