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I would like to discuss the coffee culture of Australia, which has always been a leader in the coffee industry. Australia’s coffee culture developed from the coffee shops owned by Greek and Italian immigrants. It was slowly brewed in the post-war immigration boom in the 1950s and 1960s, and developed into a national obsession. Now it has become a part of Australia’s cultural identity. Over the past decade, Australia’s coffee imports have more than doubled, which may be due to the vigorous development of the coffee industry and the increasing demand for coffee and coffee drinks. Australian coffee culture was created by Italian immigrants. During the Second World War, many Italians and Greeks fled to Australia. So in the 1940s and 1950s, they introduced modern coffee machines to Australia and opened many local coffee shops in Australia, all of which served Italian coffee. In the 1950s, the drip filter coffee machine invented by the Germans swept North America, and the Italians established the coffee system and coffee culture in Australia. In their eyes, trickle coffee stresses convenience, while Italian coffee stresses delicacy and art. For this reason, Melbourne in Australia is called the first place of coffee, and Australia is also one of the birthplaces of coffee culture. This shows the cultural proximity of the coffee culture in Australia. Because of the early cultural influence, the coffee culture makes the local residents of Australia more confident and detailed in their understanding and depth of coffee than other countries.Cultural proximity refers to that the audience is basically familiar with the local culture, language and customs, and is inclined to accept programs close to the culture, language and customs. It is precisely because the historical and cultural influence of the early Australian coffee was influenced by the Italian and Greek immigrants that the Australian people’s requirements and quality of coffee have been significantly improved. This has marked the Italian coffee culture. Italy’s requirements for coffee are generally very high. In their eyes, only espresso is the highest requirement for coffee, which has virtually affected Australia’s requirements for coffee. This led to the fact that in the later period, American coffee wanted to occupy a part of the Australian market to promote their coffee, but the result was unexpected to the United States. The proportion of Starbucks coffee in the United States is very high in the world, but it is only in Australia that it has suffered bad treatment. First, he did not make an analysis based on the impact of the local coffee culture in Australia, because Australia is influenced by Italian coffee. They advocate high-grade espresso rather than American coffee, and they did not understand the cultural market of Australian coffee in a timely manner. Second, the location of Starbucks coffee is biased towards commercialization, which is completely opposite to the concept of the local Australian coffee culture. In the coffee shops that can be seen everywhere in Australia, everyone chats with friends and shares what happens every day. Coffee is used to dispel the sense of distance between people and the fatigue of daily work, study and life. However, Starbucks is too commercialized and lacks humanity.

Reference list：1，https://insidesmallbusiness.com.au/latest-news/coffee-a-national-obsession-which-whe

2，https://www.researchgate.net/journal/Journal-of-Broadcasting-Electronic-Media-1550-6878