Tag Archives: Black coffee

Instant Coffee – Instant Pleasure and Instant Energy

Front row (right to left):  UCC Special Blend Organic Farming and Trung Nguyen G7 Instant Black Coffee  Back row (right to left): UCC Blend 117, Pocket Coffee Espresso, Maxim Stick Black Coffee and  Khao Shong instant coffee

Front row (right to left): UCC Special Blend Organic Farming and Trung Nguyen G7 Instant Black Coffee
Back row (right to left): UCC Blend 117, Pocket Coffee Espresso, Maxim Stick Black Coffee and Khao Shong instant coffee

I use to loath instant coffee. Partly it is because I was spoiled by the huge discount offered by the Starbucks in my campus. More importantly, the bourgeois image of enjoying a finely brewed coffee somehow deluded me to look down on instant coffee – a product to be consumed by workers who are too busy or too poor to try anything more enjoyable.

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Coffee and Café in Vietnam

Early morning Old Quarter, Hanoi

Early morning Old Quarter, Hanoi

Almost a century of French colonial occupation instilled a love for coffee and café among Vietnamese. A quick search reveals that coffee or cà phê occupies a central place in Vietnam’s economy as she was the second largest producer after Brazil. Vietnamese are also keen consumers of coffee and their numerous domestic brands (among which are Trung Nguyên and Highlands Coffee – both deemed as Vietnam’s Starbucks) testify that. Together with tourism, streets in Hanoi and Ho Chi Minh City are filled with café of all different sorts; from little mobile café booth with low-lying tables and chairs on the sidewalk to prestigious café with luxurious sofas and beautiful French interior designs.

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