Not so long ago, ordering a coffee was relatively simple. A latte, cappuccino, flat white or americano covered most tastes. Today, coffee is almost unrecognisable.
From pistachio cold foam and lavender lattes to ube-infused and protein-packed iced coffees, coffee shops are increasingly serving drinks that are created not just to be drunk, but to be photographed, filmed, and shared online.
So how did coffee evolve from a daily caffeine fix into one of social media's biggest obsessions?
The rise of the social media coffee shop
Coffee culture has always been influenced by trends, but platforms like TikTok and Instagram have accelerated the pace dramatically. With more than 184 million posts using the hashtag #coffee on Instagram alone, social media has played a major role in shaping what consumers drink and which trends take off.
Instead of coffee shops introducing a handful of new drinks each year, viral trends can now transform menus almost overnight. A colourful drink spotted in a creator's morning routine can quickly inspire thousands of people to order it themselves.
According to author and coffee expert James Hoffmann, coffee's popularity online has been building for years. He says one reason for its success is that "coffee is much more approachable", making it easy for people to experiment with and recreate drinks at home. Combined with colourful, eye-catching creations and the creativity involved in making them, it's easy to see why coffee content has become so popular. As Hoffmann says, "humans enjoy human creativity."
These visually appealing drinks are especially popular with Gen Z, with many people choosing coffees that look just as good on camera as they taste. Coffee is no longer just a drink - it's content.
Why is everyone obsessed with coffee videos?
Open TikTok in the morning and you'll probably see a "get ready with me" (#GRWM) video featuring an elaborate coffee routine. These clips regularly attract millions of views.
From ice clinking in a glass to milk being poured, the sounds and visuals can create a relaxing ASMR (Autonomous Sensory Meridian Response) effect. Combined with aesthetically pleasing drinks and familiar routines, it's easy to see why coffee videos have become so popular.
Another popular trend is the "coffee tray", where creators pair their drinks with items like lip gloss, perfume, headphones and jewellery to create the perfect aesthetic. These videos turn a simple morning coffee into a lifestyle moment designed to be shared online.
James says coffee is such a big part of everyday life that it's no surprise it has become part of online culture too. As he puts it, "coffee is a part of who we are."
Three times coffee drinks have gone viral
Over the past few years, social media has helped turn a number of drinks into viral trends.
Matcha Latte
In 2024, matcha became one of social media's biggest drink trends. With more than 10.6 million posts using the hashtag #matcha on Instagram, creators filled our feeds with taste tests, flavour rankings and coffee shop recommendations. Its bright green colour made it stand out online, while many people were drawn to it as a trendy alternative to coffee.
Cloud Coffee
Next came Cloud Coffee. The unusual combination of espresso, coconut water and a fluffy milk topping quickly caught the attention of TikTok users. With its tropical taste and eye-catching layers, it became one of 2025's biggest drink trends, inspiring thousands of people to try it for themselves.
Cold coffee is also one of the fastest-growing areas of the market. According to the global research company Mintel, trends such as fusion drinks and dessert-inspired coffees are creating new opportunities for brands and coffee shops.
Ube
So, what's the latest coffee craze? Meet ube – a bright purple yam that's become the newest social media obsession. Popping up in lattes, iced coffees and cold foams, ube has won fans with its eye-catching colour and sweet, vanilla-like flavour. The trend has already inspired nearly 750,000 Instagram posts and close to 11,000 TikTok videos, showing that colourful, camera-ready drinks are still taking over our feeds.
James says trends such as matcha lattes and cloud coffee show that people are looking for the next big thing. "Ten years ago the flat white was kind of fancy," he says, but now that many people can make café-style drinks at home, they're searching for "what the next level looks like".
Whether it's colourful matcha creations or tropical-inspired coffees, people are increasingly looking for drinks that feel a bit more special.
What is the "My Coffee Order" trend?
One of TikTok's newest trends involves users sharing their exact coffee order. Videos often begin with a simple prompt: "My coffee order if you need a new one to try."
Creators then reveal highly customised drinks featuring flavoured syrups, cold foams and unique combinations. Popular examples include brown sugar oat milk iced shaken espresso, vanilla sweet cream cold brew, pistachio cream cold brew and matcha latte with strawberry cold foam.
When viewers see thousands of people liking a particular drink, they're more likely to try it themselves.
Why do food and drink trends spread so fast online?
1. Clickbait grabs attention: Bright colours, dramatic captions and phrases like "Everyone is obsessed with this drink" are designed to make people stop scrolling and click.
2. Algorithms shape your feed: Watch a few coffee videos and platforms may show you even more. This can make trends seem bigger and more popular than they really are.
3. Echo chambers can distort reality: Because feeds are personalised, different people see different content. What feels like a huge trend to one person might barely appear on someone else's feed.
What coffee trends can teach us
Ever noticed that once you've watched a few videos about matcha lattes or iced coffees, your feed suddenly seems full of them? That's because social media algorithms are designed to show you content that they think you'll enjoy and keep watching.
Algorithms pay attention to how you interact with content. If you watch, like, comment, save or share a video, you're more likely to be shown similar posts in the future. This can make it feel like everyone is drinking the same thing, when actually you're seeing a personalised version of the internet.
Always remember, some posts might be biased. Some influencers are paid to promote certain drinks, coffee shops or products through sponsorships and brand partnerships.
Hoffmann advises thinking critically about the content you consume. "With such a visual medium, it is important to remember that what looks great may not taste great. What looks great doesn’t necessarily require ethical sourced products."
It's also worth remembering that viral doesn't always mean true. Recipes, health claims and "must-try" drinks can spread quickly online, but popularity isn't proof. Before sharing something, think about who posted it and whether there's evidence to support it, as false or misleading information can spread just as fast as facts.
What is the future of coffee?
The coffee craze shows no signs of slowing down. According to World Coffee Portal, the UK now has more than 12,000 branded coffee shops, with hundreds more opening in the past year alone.
As new drinks continue to gain popularity, understanding how trends spread on social media can help us become more conscious consumers. Are we ordering a drink because we genuinely like it, or because we've seen it repeatedly on our feeds?
Whether it's protein cold foam, matcha lattes or something we haven't heard of yet, the next big trend is likely already brewing online.
This article was published in June 2026
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