Feature: Coffee Craze Shows How Jordanian Lifestyles Are Changing

In Jordan’s capital, Amman, coffee isn’t just a drink — it’s becoming a daily ritual for more and more people. What was once mainly served on special social occasions has now become part of everyday life, especially as the country urbanizes and lifestyles evolve, Xinhua reported.

Local experts say the country’s coffee sector has grown significantly, mirroring this shift. In 2024, Jordan imported over 55,600 tons of coffee, and average consumption per person reached about 5 kg per year. The number of cafés nationwide has also climbed sharply, with more than 1,664 now operating — nearly a 10 % increase from the previous year.

Cafés are no longer just places to drink coffee; they’ve become hubs for socializing, work, and casual meetings. Business owners report that coffee sales stay strong even through economic ups and downs, as people tend to keep buying coffee regardless of other spending cuts.

Culture and sociology specialists note that the surge in coffee culture reflects broader social changes. While traditional Arabic coffee — a symbol of hospitality and respect at weddings, funerals, and other formal events — remains important, modern cafés attract a younger crowd seeking new flavors and flexible social spaces.

Despite the rise of contemporary cafés, long-standing traditional coffee shops still draw loyal customers who value their historic atmospheres. For many Jordanians, though, the distinction between old and new matters less than the social connection that coffee fosters: it remains a meaningful way to show respect and build relationships.