China

China’s coffee craze creates bottomless cup of rural cafes – can the buzz last

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She seldom visits the same suburban cafe twice.
Asa Jin has her cuppa, takes in the view, snaps her share of pictures for social, and then considers which among the rising number of coffee shops she will visit next.“Most rural cafes are leaning into a trendy, influencer-driven vibe, but it’s not sustainable,” said the 37-year-old freelancer from Hangzhou, Zhejiang province, explaining that many shops try to lure customers with “unique natural settings” – perfect for coffee-sipping social media...




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