The Social Role of the Saudi Coffee Drink

(A comparative study of generations)

Abstract

This study aims to explore the social role of Saudi coffee across different generations. A comparative approach was used, employing interviews and questionnaires administered to a random sample of 280 participants from five regions in Saudi Arabia.

The results revealed that Saudi coffee plays a significant social role in fostering relationships across generations. Participants from the 1980s to the 2000s expressed stronger emotional connections to coffee than earlier generations. Additionally, the role of Saudi coffee has evolved, becoming intertwined with modern fashion and social media culture.

Key generational differences in perception were identified. While Saudi coffee traditionally served as a symbol of hospitality and social formality, younger generations increasingly associate it with individual expression and social media influence. Coffee consumption in cafés has become more collective and public, resulting in the erosion of some traditional customs.

Statistically significant differences (at the 0.01 and 0.05 levels) were found in perceptions of Saudi coffee’s social meaning across generations. For example, the phrase “coffee in the cup” still signifies guest respect, particularly among older generations (1960s–1980s). Conversely, generations from the 1980s onward increasingly view coffee as a form of entertainment.