Nestlé

instant coffee was the first form of coffee to become truly mainstream

During China’s reform and opening-up era, instant coffee was the first form of coffee to become truly mainstream.

Before that, coffee existed in a few older urban settings such as Shanghai, but after 1978 it was reform-era consumer opening, foreign-brand entry, supermarket distribution, and mass advertising that turned coffee from a niche curiosity into a recognizable everydayproduct.

Coffee producing regions

Coffee is produced in China in Yunnan, Guangdong, Hainan. However, Yunnan is currently the largest coffee-producing region.

Because Yunnan combined the right ecology for Arabica with the right political-economic buildup, while Hainan fit Robusta better and Guangdong evolved into a trade/industry/consumption hub rather than a major farm base.

The third wave movement gained momentum in the 1990s, but Blue Bottle Coffee, founded after 2000, is another pioneering third wave coffee shop committed to transparency in its origins, and has now become a global phenomenon.

Blue Bottle Coffee was founded in 2002 in Oakland, California, by freelance clarinetist James Freeman.

Freeman began his business by roasting small batches in a 186-square-foot (approximately 17 square meters) flower shed and delivering the beans to local customers by bicycle.

After World War II、many Amecrian Soldiers spread Instant coffee like Nescafe、and it was included in Care packages delivered to civilian populations around in Western Europe, Japan right after WWII and so on.
But in Japn, instant coffee is not spread soon, because of limitation of import of coffee regulation.

After that, in the 1960s, when restrictions on imports of instant coffee were lifted in Japan, instant coffee became popular.

By the time the U.S. entered World War II in 1941, Nescafé was already in the emergency rations of every departing U.S. soldier , so the hundreds of thousands of American soldiers who occupied Japan from 1945-1952 would have been familiar with it and likely brought it with them.
However, coffee didn't immediately become popular in Japan. During World War II, the Japanese government established a ban on coffee imports that lasted until 1950 , which limited its availability during the early occupation period.

Nescafé's introduction significantly increased coffee consumption and created new coffee fans, particularly during and after World War II.
U.S. per capita coffee consumption actually peaked in 1946 at 46.4 gallons per person - right after the war when Nescafé had become widely popular. During World War II, Nescafé's sales volumes doubled, showing rapid growth in popularity.

Nestlé chemist Dr. Max Morgenthaler worked for seven years to develop a soluble instant coffee that would preserve coffee's natural flavor and aroma. 
The challenge was to create a product that could be easily prepared by simply adding water while maintaining the quality of real coffee.
On April 1, 1938, Nescafé was officially launched in Switzerland.

Brazil faced a coffee surplus problem in the 1930s.
The Great Depression of 1929 caused a dramatic decline in the global economy and demand for coffee.
Consumers around the world had less money to spend on non-essential goods.
International trade contracted sharply, making it difficult to export Brazilian coffee.
Brazil had dramatically expanded its coffee production in the 1920s, a time when prices were high and demand was strong.
By the time the depression hit, the country had large plantations producing far more coffee than the global market could absorb.

Nestlé, a major coffee bean trader in Vietnam, was originally founded in Switzerland by Henri Nestlé, a native of Frankfurt, Germany.
He was originally a pharmacist, but in the 1860s, infant malnutrition and mortality were becoming serious problems. He developed the infant formula "Farine Lacté Nestlé" in an effort to solve these problems.
Nestlé means bird's nest in German, and the bird's nest in the current Nestlé logo comes from his family crest. At the same time, the logo evokes the image of a mother bird protecting her chicks, making it a fitting logo for this product.

Under Vietnam's Doi Moi policy, the Vietnamese government positioned coffee as a major agricultural export.
Robusta was selected for the cultivation plan.
Robusta is resistant to pests and diseases and is cultivated primarily in the central highlands of Dak Lak Province, where the climate and growing conditions are well suited.
Arabica and Robusta