The Coffee Culture of Gen Z: What’s Brewing in Hong Kong
A New Generation, A New Coffee Culture
Walk into any café in Hong Kong today and you’ll spot them, Gen Z students, freelancers, and young professionals sipping iced oat lattes while typing away on laptops. For this generation, coffee isn’t just a caffeine fix; it’s an identity, a ritual, and a lifestyle statement. Across Asia, Gen Z consumers are driving a major shift in how and why people drink coffee. And in Hong Kong, that evolution is happening faster than ever. From artisanal brews and aesthetic cafés to plant-based canned coffee, Gen Z is redefining what modern coffee culture looks like.
The Rise of Coffee Among Gen Z in Hong Kong
According to a 2024 Statista report, Hong Kong’s coffee market is valued at over HKD 7 billion, and consumption continues to rise, especially among people aged 18 to 30. This group isn’t just drinking more coffee; they’re choosing differently.
Gen Z tends to prioritise:
Convenience – Grab-and-go formats like ready-to-drink (RTD) canned coffee are increasingly popular for students and busy workers.
Health & sustainability – They care about ingredients, sugar content, and whether products are environmentally responsible.
Aesthetic & experience – Coffee is part of a social and digital identity — whether it’s snapping a café flat lay or holding a photogenic can.
It’s not just a beverage; it’s a lifestyle moment.
Moving Away from Chain Coffee Shops
Unlike older generations who defaulted to international chains for their daily caffeine, Gen Z in Hong Kong is breaking away from mass-market coffee culture. They’re increasingly drawn to niche, independent cafés and local coffee brands that offer personality, authenticity, and storytelling. This shift mirrors a wider global trend: younger consumers want experiences that feel unique, not uniform. They’re more likely to spend HKD 50 on a beautifully brewed oat-milk latte at a small neighbourhood spot - or pick up a locally made canned coffee from a Hong Kong brand than to line up for the same drink they can get anywhere in the world.
It’s not just about taste; it’s about identity. Choosing niche coffee is how Gen Z signals their values - support local, drink better, live consciously.
The Shift Toward Plant-Based and Dairy-Free Options
Hong Kong has a high rate of lactose intolerance; up to 90% of adults experience some degree of it. Combine that with rising environmental awareness, and you get the rapid adoption of plant-based milks like oat, soy, and almond. Globally, the oat milk market is projected to grow from USD 3.4 billion in 2024 to USD 10.8 billion by 2032, with Asia-Pacific leading the growth (Fortune Business Insights, 2024). For Gen Z, this shift isn’t about diet restriction; it’s about conscious choice. They want brands that align with their values: inclusive, transparent, and sustainable. That’s why oat milk lattes, cold brews, and vegan coffee options are booming across Hong Kong’s cafés and convenience stores.
Why Convenience Matters: The Rise of Canned Coffee
Gen Z lives fast, and they want coffee that keeps up. Between university classes, side hustles, and long commutes, ready-to-drink (RTD) coffee is becoming the go-to option for everyday fuel. According to Fortune Business Insights, the global RTD coffee market is expected to reach USD 52.8 billion by 2034, driven largely by Asia-Pacific consumers who value convenience without compromising quality.
In Hong Kong, where convenience stores are on every corner, the appeal is clear:
No queues.
No complicated orders.
Just grab, shake, and go.
And for many Gen Z consumers, choosing a canned coffee that’s plant-based and beautifully designed is just as important as the flavour itself.
How Busy Brew Fits Into Hong Kong’s Gen Z Coffee Movement
Enter Busy Brew, Hong Kong’s first plant-based canned coffee brand, crafted with OATSIDE oat milk and Vietnamese coffee beans. Busy Brew was created for people who live life in motion; for those who want the rich taste of café coffee without the compromise of dairy, sugar, or time.
Plant-based: 100% dairy-free and lactose-free
Clean label: No artificial sweeteners, just natural ingredients
Premium quality: Australian oats, slow-roasted coffee, crafted flavour balance
Sustainable: Fully recyclable Aluminium cans
For Gen Z coffee lovers, Busy Brew represents more than a drink, it’s a lifestyle brand that aligns with their values of health, sustainability, and creativity.
From co-working spaces to Spotify playlists and podcast collaborations, Busy Brew is building a community around slow coffee for fast lives.
The Future of Coffee in Hong Kong Is Inclusive and On-the-Go
Hong Kong’s coffee scene is evolving and Gen Z is steering the change. They’re choosing oat milk over dairy, cans over cups, and purpose-driven brands over mass-market ones. The city’s next coffee revolution won’t happen behind espresso bars; it’ll happen in backpacks, gym bags, and office fridges. Busy Brew is proud to be part of that movement, offering Hong Kong a premium, inclusive, and sustainable way to stay caffeinated. Because for this generation, coffee isn’t just a habit but a statement.