Right – to the vast majority of Chinese people, Nescafe is “coffee”. I suggested that my office get a coffee machine a few months ago and they got a refrigerator-sized Nescafe dispenser that ejects a small paper cup and fills it with one of three flavors of instant coffee. I just laughed. When I showed them what an actual coffee machine looks like and explained the brewing process the response was “Oh, I don’t think we can handle that”.
Not much coffee culture here. Starbucks is slowly changing that, I guess. Even though most of their “coffee” these days looks like this: