0
00:00:00.000 --> 00:00:03.025
If you do not know this, in my opinion,

1
00:00:03.025 --> 00:00:04.325
you should not start a cafe

2
00:00:04.325 --> 00:00:06.625
AHNSTAR

3
00:00:06.625 --> 00:00:08.075
Hello everyone, this is Ahnstar

4
00:00:08.075 --> 00:00:09.875
For a really great cup of coffee,

5
00:00:09.875 --> 00:00:11.625
There is an importance in choosing the coffee cup

6
00:00:11.625 --> 00:00:15.476
Because the taste of coffee varies depending on the cup we choose

7
00:00:15.476 --> 00:00:18.026
This is the aroma cup from AVENSI

8
00:00:18.026 --> 00:00:20.426
It is a cup designed for coffee

9
00:00:20.426 --> 00:00:23.126
In fact, if I extract the same coffee into 

10
00:00:23.126 --> 00:00:25.626
these different cups

11
00:00:25.626 --> 00:00:28.476
you will notice the difference in the taste of the coffee

12
00:00:28.476 --> 00:00:32.926
Q. Why does the taste of coffee differ depending on the cup it is extracted into?

13
00:00:32.926 --> 00:00:36.626
I've mentioned repeatedly to you guys 

14
00:00:36.626 --> 00:00:39.427
that the brains ultimately determine the taste of coffee

15
00:00:39.427 --> 00:00:40.477
When we perceive taste,

16
00:00:40.477 --> 00:00:43.677
most people think that the taste is perceived through the tongue

17
00:00:43.677 --> 00:00:47.227
But when we eat food, drink coffee, or drink other beverages,

18
00:00:47.227 --> 00:00:50.177
the taste of coffee is significantly influenced by its aroma

19
00:00:50.177 --> 00:00:54.027
Q. Why do we think the taste is perceived through the tongue?

20
00:00:54.027 --> 00:00:55.777
The taste perceived through aroma

21
00:00:55.777 --> 00:00:58.377
Is perceived through the anterior(front area of the nostrils) and posterior(back area of the nostrils) nasal passage

22
00:00:58.377 --> 00:00:59.377
When we drink coffee,

23
00:00:59.377 --> 00:01:01.877
the volatile aromas that enter through the nose

24
00:01:01.877 --> 00:01:03.177
are transmitted to the brain through

25
00:01:03.177 --> 00:01:04.527
our anterior nasal passage

26
00:01:04.527 --> 00:01:08.428
And then the same volatile aromas would volatilize in the posterior nasal passage, and in the mouth

27
00:01:08.428 --> 00:01:10.978
Those volatilized aromas will be sent to the back of our mouth

28
00:01:10.978 --> 00:01:13.378
through the nose, and to the brain

29
00:01:13.378 --> 00:01:15.428
So when we drink a cup of coffee,

30
00:01:15.428 --> 00:01:18.128
the taste and the aroma in the mouth

31
00:01:18.128 --> 00:01:24.328
is more likely to be the taste and the aroma transmitted to the brain through the posterior nasal passage

32
00:01:24.328 --> 00:01:26.628
For example, let's say we are eating gummies

33
00:01:26.628 --> 00:01:28.528
And we block our noses when eating them

34
00:01:28.528 --> 00:01:30.478
Then probably the sweetness, the texture

35
00:01:30.478 --> 00:01:32.979
and the bit of the sourness

36
00:01:32.979 --> 00:01:34.779
is something we would taste all mixed together

37
00:01:34.779 --> 00:01:37.379
And the moment we unblock our noses

38
00:01:37.379 --> 00:01:40.229
we'll perceive the aroma and taste the flavors 

39
00:01:40.229 --> 00:01:42.229
such as grape, orange, and strawberry in the gummies

40
00:01:42.229 --> 00:01:47.529
(Let's assume we're eating gummies)
When we block our noses, we will only taste the flavors through our taste buds

41
00:01:47.529 --> 00:01:51.929
And the moment we release our noses, we can perceive the aroma through the posterior nasal passage

42
00:01:51.929 --> 00:01:54.929
This is what ultimately manifests as the taste of coffee that we talk about

43
00:01:54.929 --> 00:01:57.580
That is why we have the term sensory for coffee

44
00:01:57.580 --> 00:01:58.680
When you're cupping

45
00:01:58.680 --> 00:02:01.230
(Sensory: the ability to distinguish between good and bad coffee by its taste and aroma)
Within sensory, we distinguish the aroma and the taste

46
00:02:01.230 --> 00:02:02.980
Scents are called aromas
(Scent perceived through the nose)

47
00:02:02.980 --> 00:02:05.580
and the aromas and the taste are collectively referred to as flavors (the combination of aroma and taste perceived by the nose and mouth)

48
00:02:05.580 --> 00:02:07.480
Here is one of my tumblers

49
00:02:07.480 --> 00:02:10.130
Let's assume that I extracted a really fancy 

50
00:02:10.130 --> 00:02:11.480
washed beans from Panama Geisha,

51
00:02:11.480 --> 00:02:13.480
Then say, I poured a cup in this tumbler

52
00:02:13.480 --> 00:02:17.230
and another on here in this sensory glass like this

53
00:02:17.230 --> 00:02:20.580
Now, let's say we drink the coffee from this. What do you think?

54
00:02:20.580 --> 00:02:24.931
We would not feel the volatile aroma coming through the anterior nasal passage

55
00:02:24.931 --> 00:02:27.881
Because the hole where the coffee comes out is small, the area that touches the tongue would also be different

56
00:02:27.881 --> 00:02:32.031
The aroma transmitted through the posterior nasal passage would also be less rich

57
00:02:32.031 --> 00:02:34.531
Let us assume that we drink the same coffee in this cup then

58
00:02:34.531 --> 00:02:36.931
If we drink coffee in this aroma cup,

59
00:02:36.931 --> 00:02:39.981
Due to the shape of the cup, the cup surrounds the nose

60
00:02:39.981 --> 00:02:46.381
The volatile aroma comes in sufficiently through the anterior nasal passage

61
00:02:46.381 --> 00:02:50.432
Because the part that touches the mouth is wide, the area that touches the tongue is also wide

62
00:02:50.432 --> 00:02:54.582
The aroma transmitted through the posterior nasal passage would be richer

63
00:02:54.582 --> 00:02:57.832
That is why when we use these two cups to drink the same coffee

64
00:02:57.832 --> 00:03:00.432
the taste of the coffee can not help but be different

65
00:03:00.432 --> 00:03:05.132
It would be so disappointing if customers or our guests 

66
00:03:05.132 --> 00:03:08.732
couldn't fully experience the taste of this coffee due to the limitations

67
00:03:08.732 --> 00:03:09.682
of the coffee cup

68
00:03:09.682 --> 00:03:12.032
So personally, I avoid drinking quality coffee

69
00:03:12.032 --> 00:03:14.282
in takeaway cups

70
00:03:14.282 --> 00:03:16.633
Because of the narrow opening of takeaway cups

71
00:03:16.633 --> 00:03:20.833
It is difficult to fully enjoy the aroma and taste of the coffee in the first sip

72
00:03:20.833 --> 00:03:22.033
So for me,

73
00:03:22.033 --> 00:03:24.083
when I have no choice but to get a takeaway,

74
00:03:24.083 --> 00:03:26.783
then I would

75
00:03:26.783 --> 00:03:28.733
take the lid off before drinking it

76
00:03:29.283 --> 00:03:32.333
Drinking without the lid, you can fully enjoy the aroma and taste through the anterior and the posterior nasal passage

77
00:03:32.333 --> 00:03:34.683
The better the coffee, the more I will always follow this routine

78
00:03:34.683 --> 00:03:36.083
Now, if you see here

79
00:03:36.083 --> 00:03:38.283
This is the regular espresso cup

80
00:03:38.283 --> 00:03:40.333
and this is an aroma cup made specifically for espresso

81
00:03:40.333 --> 00:03:42.334
So, if we drink the espresso in this cup

82
00:03:42.334 --> 00:03:45.534
(Typical espresso cup) 
It sufficiently goes through the anterior nasal passage but does not fully cover the nose

83
00:03:45.534 --> 00:03:46.584
Now, check out this one

84
00:03:46.584 --> 00:03:50.484
Typical espresso cup - does not fully cover the nose / Aroma cup for espresso - fully covers the nose

85
00:03:50.484 --> 00:03:52.034
That is why the final taste of the coffee 

86
00:03:52.034 --> 00:03:54.034
we perceive differs

87
00:03:54.034 --> 00:03:55.284
Regardless if is good or not

88
00:03:55.284 --> 00:03:57.984
even if these two cups contain the same coffee,

89
00:03:57.984 --> 00:04:00.334
you would taste different flavors

90
00:04:00.334 --> 00:04:03.334
If you look at this aroma cup, there is a line in the middle

91
00:04:03.334 --> 00:04:06.434
They recommend pouring the coffee only up to this point

92
00:04:06.434 --> 00:04:07.084
Why is that?

93
00:04:07.084 --> 00:04:09.185
Let us say we drink it with a full cup of coffee

94
00:04:09.185 --> 00:04:13.435
If we drink a full cup of coffee, the cup cannot completely cover our nose

95
00:04:13.435 --> 00:04:15.735
But let us assume now that there's small amount of coffee

96
00:04:15.735 --> 00:04:19.585
Then we would have to tilt this cup at a much greater angle

97
00:04:19.585 --> 00:04:22.735
If the coffee is poured up to the line, the cup can cover our noses sufficiently

98
00:04:22.735 --> 00:04:24.935
And the angle entering the mouth would also be different

99
00:04:24.935 --> 00:04:26.235
If we go into more details

100
00:04:26.235 --> 00:04:27.435
It's the same with wine glasses

101
00:04:27.435 --> 00:04:28.585
When we drink wine

102
00:04:28.585 --> 00:04:30.685
pouring a full glass of wine distracts us from smelling the aroma

103
00:04:30.685 --> 00:04:32.535
In fact, using this principle

104
00:04:32.535 --> 00:04:36.486
There are brands that changed the taste of their coffee by simply changing the design of their cups

105
00:04:36.486 --> 00:04:37.686
Secondly,

106
00:04:37.686 --> 00:04:39.686
another reason why the taste of coffee varies depending on the cup is

107
00:04:39.686 --> 00:04:41.786
The thickness and the material of the cup

108
00:04:41.786 --> 00:04:45.336
I mentioned that we can taste coffee through our anterior and posterior nasal passage

109
00:04:45.336 --> 00:04:47.836
but the brain makes the collective judgment of the flavor

110
00:04:47.836 --> 00:04:50.436
That's why we also perceive taste by touch

111
00:04:50.436 --> 00:04:52.636
For example, glass cups like these are lighter

112
00:04:52.636 --> 00:04:54.786
These ceramic cups, on the other hand, are heavier

113
00:04:54.786 --> 00:04:58.286
So when drinking coffee in a heavy cup

114
00:04:58.286 --> 00:05:01.737
There is a higher probability of perceiving the coffee to be heavier

115
00:05:01.737 --> 00:05:04.887
That's why airlines serve their meals with heavy utensils

116
00:05:04.887 --> 00:05:08.387
[Charles Spence, "Gastrophysics"]
Because there are research studies that say holding heavier utensils 

117
00:05:08.387 --> 00:05:10.737
will make you perceive the food taste better

118
00:05:10.737 --> 00:05:12.787
And that is why at fancy restaurants

119
00:05:12.787 --> 00:05:15.387
you will notice that they have heavy utensils

120
00:05:15.387 --> 00:05:19.437
That could also be considered one of the restaurant's strategies, 


121
00:05:19.437 --> 00:05:21.887
aiming to intricately influence the outcome of that taste

122
00:05:21.887 --> 00:05:22.937
The same goes for cups

123
00:05:22.937 --> 00:05:24.437
Whether I serve it in plastic

124
00:05:24.437 --> 00:05:25.437
or in a paper cup

125
00:05:25.437 --> 00:05:27.138
or in a ceramic cup,

126
00:05:27.138 --> 00:05:30.038
customers will perceive the taste differently depending on the material and the thickness of the cup

127
00:05:30.038 --> 00:05:32.388
That is why when we look at aroma cups for coffee

128
00:05:32.388 --> 00:05:34.438
and carefully crafted cups,

129
00:05:34.438 --> 00:05:35.638
the shape of the cup,

130
00:05:35.638 --> 00:05:38.688
and the thickness of it is designed with great detail

131
00:05:38.688 --> 00:05:42.488
Furthermore, the third reason why the taste of coffee varies depending on the cup is

132
00:05:42.488 --> 00:05:46.538
The color and the shape of the cup

133
00:05:46.538 --> 00:05:49.088
Even just changing the color of the product or its packaging

134
00:05:49.088 --> 00:05:51.888
the percentage of sweetness the customer perceives

135
00:05:51.888 --> 00:05:54.789
can be increased up to 10%

136
00:05:54.789 --> 00:05:57.739
On average, when people drink from a pink cup,

137
00:05:57.739 --> 00:06:00.489
they are more likely to find the coffee sweet

138
00:06:00.489 --> 00:06:05.139
[Relationship between the shape of a plate and taste]
When the same food is served on a round plate compared to a square plate,

139
00:06:05.139 --> 00:06:06.989
after gathering the results of how the customers feel,

140
00:06:06.989 --> 00:06:08.039
even with the same food,

141
00:06:08.039 --> 00:06:11.289
they said that the food tasted sweeter when served on a round plate

142
00:06:11.289 --> 00:06:13.089
So the customers even

143
00:06:13.089 --> 00:06:18.189
expect the flavor depending on the shape of the cup

144
00:06:18.189 --> 00:06:21.290
and that expectation affects the taste of the coffee

145
00:06:21.290 --> 00:06:23.840
That is why the recently released aroma coffee cups

146
00:06:23.840 --> 00:06:28.190
(Avanti, Origami, Saula) have a very round shape, I think

147
00:06:28.190 --> 00:06:30.940
Since specialty coffee inherently possesses acidity, 

148
00:06:30.940 --> 00:06:33.790
shaping items like cups

149
00:06:33.790 --> 00:06:35.190
to be more rounded

150
00:06:35.190 --> 00:06:37.440
may help form an expectation reminiscent of sweetness

151
00:06:37.440 --> 00:06:41.140
avoiding a feeling that neutralizes acidity

152
00:06:41.140 --> 00:06:42.040
Was just my anecdote haha

153
00:06:42.040 --> 00:06:45.141
So, I have explained the reason on why coffee

154
00:06:45.141 --> 00:06:46.741
taste different depending on the cups 

155
00:06:46.741 --> 00:06:50.041
The important part is to make customers, before drinking the coffee, 

156
00:06:50.041 --> 00:06:53.491
form an anticipation for the flavor

157
00:06:53.491 --> 00:06:56.641
And I find that quite important

158
00:06:56.641 --> 00:06:59.791
[To taste the flavor of the coffee better: 1. Shape of the coffee cup]
By first inhaling the aroma that coffee possesses through anterior nasal passage first,

159
00:06:59.791 --> 00:07:01.341
creating customer anticipation is important, 

160
00:07:01.341 --> 00:07:04.241
[2. Using a heavy cup]
Using a heavier cup to create a sense of anticipation

161
00:07:04.241 --> 00:07:06.241
with a slightly more luxurious feel is also very important

162
00:07:06.241 --> 00:07:09.641
[3. Considering the design and color of the cup]
Being mindful of the design and color of the cup so that

163
00:07:09.641 --> 00:07:12.492
customers will question the taste of the coffee beforehand 

164
00:07:12.492 --> 00:07:15.342
and creating anticipation is also very important,

165
00:07:15.342 --> 00:07:17.292
But by explaining how professionally it was extracted, 

166
00:07:17.292 --> 00:07:19.492
how much care it was prepared with,

167
00:07:19.492 --> 00:07:22.692
and how it was made with good ingredients 

168
00:07:22.692 --> 00:07:24.742
to the customers can also

169
00:07:24.742 --> 00:07:27.992
be the essential factor in the flavor of the coffee

170
00:07:27.992 --> 00:07:32.092
Because it can create a positive anticipation

171
00:07:32.092 --> 00:07:35.892
and that will naturally affect the taste

172
00:07:35.892 --> 00:07:38.993
Extracting a delicious cup of coffee is important, 

173
00:07:38.993 --> 00:07:41.043
but I can say that

174
00:07:41.043 --> 00:07:43.493
before the customers take that first sip 


175
00:07:43.493 --> 00:07:45.893
creating an anticipation for that coffee is also very important

176
00:07:45.893 --> 00:07:50.543
Now, do understand that the taste is perceived not by the tongue but by the brain

177
00:07:51.443 --> 00:07:53.943
You need to increase the quality 

178
00:07:53.943 --> 00:07:58.143
and positive anticipation for the taste

179
00:07:58.143 --> 00:07:59.993
While I was preparing for this episode 

180
00:07:59.993 --> 00:08:03.194
I reference the book called "Gastrophysics" by Charles Spence which I read before

181
00:08:03.194 --> 00:08:06.294
and "The Principle of Taste" by Choi Nak-eon

182
00:08:06.294 --> 00:08:08.344
If you are someone who is preparing to open a cafe,

183
00:08:08.344 --> 00:08:09.944
or someone who likes coffee, 

184
00:08:09.944 --> 00:08:12.044
I recommend reading these two books

185
00:08:12.044 --> 00:08:13.744
Before reading these books,

186
00:08:13.744 --> 00:08:14.644
if you're trying to open a cafe

187
00:08:14.644 --> 00:08:17.094
I recommend stopping for a second

188
00:08:17.094 --> 00:08:18.544
The more I know the more complex coffee is

189
00:08:18.544 --> 00:08:19.694
Do I HAVE to know this?

190
00:08:19.694 --> 00:08:22.044
Well, business can still strive without knowing these

191
00:08:22.044 --> 00:08:25.244
and not knowing doesn't interfere with you enjoying coffee

192
00:08:25.244 --> 00:08:28.644
But people who are selling coffee for money from the customers,

193
00:08:28.644 --> 00:08:30.595
For those who want to enjoy 

194
00:08:30.595 --> 00:08:32.845
better tasting coffee by learning more

195
00:08:32.845 --> 00:08:36.145
these aspects can enrich your coffee experience 

196
00:08:36.145 --> 00:08:37.095
furthermore

197
00:08:37.095 --> 00:08:40.245
it allows you to provide consumers with even a slightly more 

198
00:08:40.245 --> 00:08:41.295
enjoyable cup of coffee

199
00:08:41.295 --> 00:08:43.495
In the end, differences come from details

200
00:08:43.495 --> 00:08:45.395
Yes, I hope today's content 

201
00:08:45.395 --> 00:08:47.195
has been helpful 

202
00:08:47.195 --> 00:08:49.095
I look forward to bringing you

203
00:08:49.095 --> 00:08:50.795
more useful coffee-related content in the future

204
00:08:50.795 --> 00:08:51.595
Thank you