Coffee Craze Signals Shifting Lifestyles in Jordan, Reports Xinhua

Coffee has become a daily ritual for a growing number of Jordanians and reflects broader changes in lifestyle and social habits across the country, Xinhua reported.

As Jordan continues to urbanize, coffee culture has emerged as a visible indicator of social transformation. What was once a drink closely tied to formal social occasions is increasingly embedded in everyday life, particularly in major cities.

Amin Alasoufi, head of the Economic Studies and Research Department at the Amman Chamber of Industry, said coffee consumption in Jordan has evolved from an occasional tradition into a regular consumer habit. 

He noted that the sector has expanded rapidly, especially in the capital, where population density and changing routines have fueled demand.

Official figures highlight this growth. In 2024, Jordan imported more than 55,600 tons of coffee worth about 151.2 million Jordanian dinars, or roughly 213 million U.S. dollars. Data from the chamber also show that average annual coffee consumption has reached around 5 kilograms per person, pointing to consistently strong demand.

The rise in consumption has been accompanied by an expansion in coffee-related businesses. 

The number of cafes operating across the country has surpassed 1,664, marking a 9.6 percent increase compared with 2023. 

Alasoufi said cafes now function as multipurpose venues, hosting social gatherings, work meetings, and study sessions.

For entrepreneurs, the coffee boom has created stable opportunities. Mohammad Odeh, who opened a specialty cafe in western Amman three years ago, said coffee sales remain resilient even during economic slowdowns. 

He explained that while customers may reduce spending elsewhere, coffee remains a fixed part of their daily routine.

Social changes have also played a role in reshaping coffee habits. Sociologist Fadia Ibrahim said traditional Arabic coffee has long symbolized hospitality and social unity, particularly during weddings, funerals, and reconciliation events. 

In contrast, modern cafes appeal to younger generations seeking informal spaces and diverse flavors.

In downtown Amman, this shift has not erased tradition. Classic Turkish coffee houses continue to operate alongside contemporary cafes, illustrating a coexistence between heritage and modern tastes. 

Saif Abdulmunem, owner of Central Cafe, one of the city’s oldest establishments founded in the 1930s, said that while modern cafes have increased competition, traditional venues still attract customers looking for authenticity and familiar social settings.

For many Jordanians, however, the distinction between old and new is secondary. Ahmad Khalil, a 42-year-old Amman resident, said coffee remains fundamentally about connection. 

He said coffee is always the first thing offered to guests, whatever the occasion, and that it represents respect and hospitality.