Asia gave birth to tea.  Steaming cups here are more likely to hold a fragrant tea rather than black gold – as the tea cultures stretch back for centuries.

Coffee culture is a relatively recent import. But the coffee cultures in Asia are still strong, and each with their own individuality. And even where ‘coffee culture’ is a concept non-existent, it’s usually easy to find a cup. Though in some places, ‘instant’ rules the game. It might be preferred not even for its ease, but for … its taste.

The 1960s Japanese commercial below promotes the joys of Nescafe.



Does your culture have a coffee culture? Feel free to leave a comment below.


Watch another great vintage Japanese commercial here.