MALAYSIAN COFFEE CULTURE: A RESEARCH OF SOCIAL ASPECT, BRANDING AND DESIGN

SITI NURBAYA ABDUL RAHMAN

This study discussed about history and the journey towards modernity of
Malaysian social culture, branding and design in local coffee culture. Malaysian
coffee culture not only just a meeting point but also as a transition of major social
changes in culture and branding in Malaysia. This research is divides into few
sections which is history of coffee journey, Malaysian coffee culture, brand and
brand marks, and social change in local society. Using quantitative approach, data
has been collects from local archive along with survey questions within customers
and local community in the research area. Selection of coffee scene has been made
by choosing local coffee shops and kopitiam against international coffee place, to
compare the design and branding between Malaysian and western coffee culture.
Generally, this research is to enhance the findings on local culture and social aspects
of Malaysian coffee culture.

MALAYSIAN COFFEE CULTURE A