Coffee Culture.pptx

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1The Coffee CulturesCONTENT1Overview2Coffee Culture Formation3Some Coffee Cultures1. OverviewBrief History of Coffee1.1Coffee Market1.2Brief History of Coffee1.1

C820: First discovered by a goat herder in Ethiopia1100: first coffee plant cultivated on the Arabian Pen.1475: first coffee shop opened in Constantinope1615: entered Europe through the Port of Venice1690: Commercially cultivated and transported by the Dutch1818: first prototype of coffee machine showed up in France1905: first espresso machine commercially made in Italy1963: The International Coffee Organization was founded1995: Coffee became the world most popular beverage5Coffee Market1.2Zoom and describe picture/ graph6Coffee Market1.2

2. Coffee Culture Formation2.1. The coffee value chainPOLICIESINVESTMENTFRESH FRUITRAW BEANCLASSIFIED BEANGROUND/ INSTANT COFFEEFARMERSLOCAL COLLECTORSPROCESSING COMPANIESEXPORTDEALERS/ TRADERSCOFFEE HOUSESImported countriesAs you can see in the diagram, the value journey of coffee starts when fresh fruits are harvested and sold to traders. In some countries, because of the governmental laws, only local collectors can directly buy coffee cherries and beans from the growers. Then the coffee fruits are dries or washed, classified throughout the business process of traders, dealers, processing companies or even coffee houses. Processing companies will produce ground or instant coffee while coffee house only makes ground coffee or coffee drinks.All the raw or classified beans and ground and instant coffee can be exported. In the imported countries such as the US, or European countries, the coffee continues to increase in value through supply chains or processing factories for domestic consumption or re-export.Each of these stage is run by investment, and the whole process is controlled by the governmental policies, and even international agreements and treaties.Hnh trnh ca c ph bt u t khi qu ti c thu hi v bn cho thng li. mt s nc, ch c thng li bn a mi c php trc tip thu mua c ph ca ngi nng dn.Sau qu c ph c phi hoc ra, phn loi, t tay thng li n cc cng ty ch bin hoc qun c ph. Cc cng ty s sn xut c ph rang xay hoc c ph ung lin, trong khi cc qun c ph ch sn xut c ph rang xay hoc trc tip bn c ph ung.Ht c ph th, phn loi hay c ph rang xay, c ph ung lin u c th c xut khu. Ti nc nhp khu nh M v Chu u, c ph s tip tc tang gi tr nh h thng phn phi hoc cc cng ty ch bin, c tiu th ti th trng bn a hoc tip tc ti xut.Mi quy trnh trong c chui gi tr u c vn hnh nh cc dng u t, v c qu trnh chu nh hng bi cc chnh sch ca chnh ph, thm ch c cc hip nh v cng c quc t92.1. The coffee value chainCOFFEE VALUE CHAINCOFFEE CULTUREInternational expansionSocial behavioursSupply chain developmentThe coffee value increase has promoted the supply chain development. Its international expansion has great impacts on the social behaviours all over the world as well as in each separate countries, and even cities. Time goes by, coffee cultures are created. And in turn, the coffee cultures also affect the coffee value chain. Sometimes, the value chain becomes a typical aspect of a coffee culture.Gi tr ca c ph thc y s pht trin ca chui phn phi. S bnh trng mang tnh quc t ca c ph c tc ng rt ln n hnh vi x hi trn quy m th gii cng nh tng quc gia, thm ch l tng thnh ph.Lu dn, vn ha c ph c hnh thnh. Ngc li, vn ha c ph cng nh hng n chui gi tr ca c ph. i khi, chui gi tr cn tr thnh mt du hiu c trng ca mt nn vn ha c ph no . 10DefinitionCoffee Culture:social atmosphere or series of associated social behaviors that depends heavily upon coffee, particularly as a social lubricantdiffusion and adoption of coffee as a widely consumed stimulant by a cultureTherefore, it is hard to give an exact definition of the term coffee culture.In general, the coffee culture can be defined as a social atmosphere or series of associated social behaviors that depends heavily upon coffee, particularly as a social lubricant.Coffee culture also refers to the diffusion and adoption of coffee as a widely consumed stimulant by a culture.V vy, rt kh c th a ra mt nh ngha chnh xc v vn ha c phNhn chung, vn ha c ph c th hiu l mt mi trng x hi hoc mt chui hnh vi ph thuc mnh vo c ph, c bit vi t cch l mt cht bi trn x hi.Vn ha c ph cng lin quan ti vic 1 nn vn ha ph bin v chp nhn c ph nh mt loi cht kch thch c tiu th rng ri.112.2. Elements in the Coffee CultureTo make this point clearer, I will talk about some specified elements in a coffee culture.They are coffee utensils, coffee houses (or caf) and social aspects of coffee.There are many kinds of coffee utensils such as grinders, coffee makers (or coffee machines), pots, cups, saucers Those utensils are so typical that it is only for coffee. For example, you can certainly distinguish a coffee cup with a tea cup, right?Coffee houses have been appeared for centuries. Historically, they were important social gathering points in Europe. Nowadays, you can find coffee houses everywhere, and they may also serve tea, cakes and other light refreshments. The decoration and menu of cafe clearly reflects the local coffee culture.However, the biggest elements in a coffee culture is social aspects. It may includes lifestyle, workingstyle and mental values related to coffee. lm r hn cho im ny, ti s ni v nhng yu t trong 1 nn vn ha c ph, l cc vt dng, qun c ph v cc kha cnh x hi.C rt nhiu loi vt dng dung cho c ph, v d my xay, my pha c ph, m, cc, a lt Nhng vt dng ny rt c trng cho ring c ph. V d, bn chc chn c th phn bit 1 ci tch dung cho c ph vi 1 chn tr.Cc qun c ph xut hin c hang th k. Ban u, y l mt a im t tp quan trng ti chu u. Ngy nay, cc qun c ph cng phc v c tr, bnh v cc loi n nh khc. Thit k cng nh thc n qun c ph phn nh r rang vn ha a phng.Tuy nhin, yu t ln nht trong mt nn vh c ph l cc kha cnh x hi, c th bao gm phong cch sng, lm vic v cc gi tr tinh thn.12

Without coffee, politics loses its soul.- Napoleon Bonaparte -Way too muchcoffee. But if it werent for thecoffee, Id have no identifiable personality whatsoever.- David Letterman -Coffee is so attractive that it has become an ingredients in foods and cakes.And do you know that 65% of the coffee drinkers have a cup of coffee every morning? Or in the picture, you can see slices of coffee in business, such as the coffee breaks during working time, or coffee served in a meeting.It is similar to Napoleon Bonapartes quotations: Without coffee, politics loses its soul. Business and politics are all wars in peace. Coffee makes participants conscious and concentrated. It is also a way to hide your emotions, or take some time to consider when you pick the cup of coffee and drink a sip. With the famous TV show host of American, David Letterman, coffee is a factor that attributes to his personality: Way too muchcoffee. But if it werent for thecoffee, Id have no identifiable personality whatsoeverThis quotation brings me to the end of my part. During my talk, I gave you a brief of the coffee value chain, which lead to the explanation of the term coffee culture and elements in coffee cultures. Now Tuan Anh will give you information about some typical coffee cultures.C ph hp dn n ni n tr thnh thnh phn ca rt nhiu loi bnh v n.V bn c bit rng c n 65% ngi ung c ph ung 1 tch vo mi sang?Hay trong bc tranh, bn c th thy mt hnh nh ca c ph trong mi trng doanh nghip, v d gi gii lao vi c ph, hay c ph c dn trn bn hp.iu ny cng tng t nh cu ni ca Napoleon: Ko c c ph, chnh tr ch cn li 1 na. Thng trng hay chnh tr u l nhng chin trng trong ha bnh. C ph khin ngi tham gia tp trung v tnh to. Ngi ta cng che giu cm xc hay cu gi bng cch nhp mt ngm c ph.i vi ngi dn chng trnh ni ting ca M, David Letterman, c ph cn l nhn t xy dng tnh cch c nhn ca ng y: Qu nhiu c ph! Nhng nu khng nh c ph, ti s khng bao gi c c mt c tnh nh vy.Cu ni ny cng l ni dung cui trong phn ni ca ti. Ti va ni v chui gi tr ca c ph, sau dn n gii thch v thut ng vn ha c ph cng nh cc yu t trong vh cf. By gi Tun Anh s gi ti cc bn thng tin v mt s nn vn ha c ph in hnh. 133. Some coffee culturesAmericanItalianVietnameseAdded later14Thank you for listening!