Traditional beverage rituals resurge amid global fast-paced culture

Global trends show a growing interest in traditional beverage rituals as a response to modern hyper-connectivity and stress. In Argentina, there is a cultural tension between the traditional, slow-paced café culture—where sitting in a café serves as a space for social and philosophical interaction—and the modern "coffee to go" culture driven by productivity and speed.

Simultaneously, tea is experiencing a revitalization. As the world's second most consumed beverage after water, tea production supports over 13 million people. Beyond its health benefits, tea has become a driver for wellness tourism, with travelers seeking immersive experiences such as the Japanese sado (tea ceremony) in Miyajima or visiting ancient tea plantations in São Miguel, Portugal.