From social events to each day habits, espresso craze reveals altering Jordanian lifestyle-Xinhua

AMMAN, Dec. 29 (Xinhua) — Whether on the break of daybreak or after a protracted day’s work, increasingly more Jordanians are making a wealthy, specialty espresso at native cafes an integral a part of their each day routine.

As urbanization progresses in Jordan, the approach to life of its folks is shifting, with the rise of espresso tradition serving as a transparent marker of this modification.

According to Amin Alasoufi, head of the Economic Studies and Research Department on the Amman Chamber of Industry, espresso in Jordan has transitioned from a beverage historically related to social events to a each day shopper product.

As famous by Alasoufi, Jordan’s espresso trade has seen important progress, particularly within the capital, Amman, the place inhabitants density and altering life have pushed elevated demand.

In 2024, Jordan imported over 55,600 tons of espresso, valued at 151.2 million Jordanian dinars (roughly 213 million U.S. {dollars}), in response to Alasoufi. Chamber knowledge additionally revealed that the common annual per capita consumption stands at about 5 kg, highlighting sturdy and sustained demand.

According to the chamber, the variety of cafes working nationwide has exceeded 1,664, reflecting a 9.6-percent enhance from 2023.

“Cafes now serve multiple purposes, from social gatherings to business meetings and study spaces,” Alasoufi mentioned.

For cafe homeowners, the surge in espresso consumption has translated into enterprise alternatives. “Coffee has become a reliable business because people drink it regardless of economic conditions,” mentioned Mohammad Odeh, who opened a specialty espresso store in west Amman three years in the past. “Customers may cut back on other expenses, but coffee remains a constant in their daily routine.”

Sociologist Fadia Ibrahim attributes the shift in espresso consumption patterns to adjustments in social habits.

“While traditional Arabic coffee symbolizes hospitality, respect, and social cohesion, especially during important events like weddings, funerals, and reconciliation gatherings, modern cafes cater to younger generations who seek flexible social spaces and a variety of tastes,” mentioned Ibrahim.

In downtown Amman, conventional Turkish espresso outlets proceed to function alongside fashionable institutions, reflecting a stability between Jordanian custom and fashionable life.

Saif Abdulmunem, proprietor of Central Cafe, one of many metropolis’s oldest cafes established within the Nineteen Thirties, acknowledged that fashionable cafe ideas have impacted conventional companies. However, he emphasised that long-established cafes proceed to attract clients searching for authenticity and a well-recognized social ambiance.

For bizarre Jordanians, the road between custom and modernity does not appear to matter as a lot. What’s actually vital to them is the social connection and which means behind the espresso.

Ahmad Khalil, a 42-year-old worker from Amman, mentioned, “Coffee is always the first thing we offer to guest, no matter the occasion. It’s not just about having coffee; it’s about showing respect and hospitality.” ■