Coffee or Café Culture? Reflections from mfosasembangkopi Ep.2

For the full episode, listen it here on Spotify

In the latest episode of mfosasembangkopi, I shared a moment that truly made me reflect on the way we experience coffee—both as drinkers and as part of a growing coffee community in Brunei.

I had the privilege of speaking with Marco Dall’Aglio, APAC Sales Manager for Ceado, during his recent visit to the region. One thing he said stuck with me: people aren’t always chasing the highest-quality coffee—they’re chasing a moment. A quiet 20 minutes before work. A familiar seat. A comforting routine. And that’s what makes a cup special.

It made me look again at Brunei’s coffee scene. Yes, we’ve got a lot of curious customers. They would ask where the beans are from, what process was used, the ratio what we use. But more often than not, they’ll end up ordering a cold Spanish latte or another cold flavoured drink. Why? Because it’s familiar. It’s sweet. It’s comforting. It’s safe.

So, here’s the question I posed in the episode: Do we really have a coffee culture, or is it more of a café culture?

There’s a real tension here for us coffee operators. Do we serve what the market wants—vibes, trends, and sweet drinks? Or do we hold the line for craftsmanship, filter brews, and origin stories?

Some may say: “Just follow the trend. Bisnes kan?”
Others would argue: “But we came into this for the love of coffee!”

The truth is that Brunei’s coffee scene is still shaping itself. And maybe that’s okay. There’s room for café-style comfort and room for specialty purism. Many of us started with sweet drinks before moving on to lattes, filters, and beyond.

So, the real challenge for us as baristas and business owners is this:
How do we meet customers where they are—while still gently guiding them to where we think they can go?

Because at the end of the day, coffee is about people.
And building a community means more than just brewing—it means connecting.