Singapore's coffee culture might be distinctively linked to kopitiams - a portmanteau meaning coffeeshop, of the Malay word for coffee and the Hokkien word for shop - which dot the island in various heartland neighbourhoods and the central business district alike. From the 19th century, when coffee beans were imported by the British, to the 1960s where Hainanese kopitiams serving classic breakfast sets of kaya toast and half-boiled eggs were popularised, how we enjoy our favourite beverage has changed since then. This has partly been shaped by the invention of coffee capsules, which offer convenience without compromising on quality, making them an easy add to homes and office pantries alike as consumers gained earning power in a quickly-developing nation and such technology became more affordable. In Singapore, coffee capsules entered the scene alongside local coffee culture, adding to the vibrance of longstanding kopitiam coffee culture.

When Were Coffee Pods Invented?

Coffee pods were introduced in the 1980s, when Nespresso launched the first single-serve coffee systems. Its first machine greatly minimised the effort and skill required to procure a perfect cup of coffee, and quickly gained popularity in Europe and the United States. As other brands like Keurig entered the market, each offering their unique take on the single-serve coffee experience, the increased competition between brands catalysed the development of quality products at more affordable prices.

Recently, instant freeze-dried coffee pods such as TAG Espresso’s entered the scene, providing a different approach to convenience. Unlike machine coffee pods, which require a specific machine for extraction, freeze-dried coffee capsules can be prepared by simply adding hot or cold water. This method became popular due to its portability and ease of use, especially for those who did not own coffee machines. While machine coffee pods deliver a barista-like experience with their rich and robust flavours, freeze-dried coffee capsules offer a versatile and convenient option that still captures the essence of a quality cup of coffee.

The Popularisation of Coffee Pods in Singapore

In Singapore, a fast-paced city that has long prioritised a productive workforce, the adoption of coffee pods was a natural shift for the modern professional.

The Popularisation of Arabica Coffee in Singapore

Arabica coffee, known for its smooth and complex flavours, has significantly influenced global coffee culture. Initially grown in the highlands of Ethiopia, the demand for Arabica coffee beans spread worldwide from the Arabian Peninsula to Europe from the 17th to 20th century. Singapore's colonial history under the British, as well as its status as a key trading port meant that the popularisation of Arabica coffee made its way here too.

But the elite British colonial masters were the primary users of these Arabica beans, so the masses settled for Robusta beans, cheaper alternatives. These were roasted in sugar and margarine, making kopi so thick and robust. In Singapore’s classic caramelised, heavy Robusta kopi made with a coffee sock, a full and concentrated coffee extract was possible. It’s also prepared this way in other Southeast Asian countries like Malaysia and Indonesia where B-grade coffee beans were introduced because they were cheaper and accessible, making kopi a cheap and satiating meal for the masses.

While Singapore's local coffee culture started off with blue-collar labourers seeking out kopi made from cheap Robusta beans, the tastes and preferences of the local population eventually shifted as income levels rose and people had higher disposable incomes to add Arabica beans to their repertoire. The preference for the robust flavours of kopi made from Robusta beans gradually came to embrace Arabica coffee too, creating a new depth of diversity in the local coffee scene between traditional kopi and artisanal Arabica coffee. Later, beyond niche coffee connoisseurs, international coffee chains like Starbucks and Costa Coffee introduced laypeople to a variety of Arabica coffee beverages, bringing Arabica coffee to the masses. 

The Growth of Coffee Culture in Singapore

Since then, the demand for premium Arabica coffee has risen. According to a report by Euromonitor, specialist coffee and tea shops in Singapore recorded a sales value above US$200m in 2023, showing their immensely growing popularity among the local population. With this specialty coffee market expected to grow at a compound annual growth rate (CAGR) of 1% through 2025, it seems that Singaporeans' love for coffee will only keep increasing. The rise of indie specialty coffee shops in quaint gentrified neighbourhoods from Joo Chiat to Tiong Bahru as well as the expansion of international brands like Luckin Coffee and Kopi Kenangan, reflect the growing appetite for diverse coffee flavours and experiences.

This change has been driven by several factors:

• Convenience: Busy professionals hustling in a time-strapped environment appreciate the ease of making a high-quality cup of coffee instantly, without professional skills or specialised equipment.
• Variety: The introduction of coffee capsules with different flavours and intensities cater to diverse tastes.
• Productivity: The quick and easy preparation of coffee capsules aligns with the desire for efficiency and productivity.

With the expansion of the coffee market in Singapore, partly from the introduction of international coffee brands, Arabica beans became commonplace. As a result, there has been a growing appreciation for more refined coffee flavours and brewing methods, which have been capitalised on by many players in the coffee market. TAG Espresso provides a wide range of unique flavour profiles in both our roasted beans and coffee capsules, with Dark Roasts, Medium-Dark, and Medium Roasts for coffee-drinkers to choose from, based on your preference. Singapore's preferred taste profile tends to lean towards strong and dark roasts, which offer a rich and smooth flavour with a hint of bitterness, making our Midnight Blue Dark Roast coffee capsules one of our best-selling products.

Types of Coffee Capsules Available in Singapore

With the growing variety of coffee capsules on the market, selecting the perfect one for your needs can be challenging. Coffee capsules come in a range of options, from those designed for specific machines to others that can be used without any equipment at all.

Machine Coffee Pods vs Non-Machine Coffee Capsules

Coffee Machines: Most commonly seen are brands that offer pods that are directly compatible with their machines, designed to extract the perfect flavour and aroma from each pod based on specific settings. They provide a consistent high-quality coffee experience, since coffee is sealed within an aluminium or plastic capsule prior to being pierced by the machine to allow hot water to flow through and extract the coffee.

Non-Coffee Machines: For those who prefer a more flexible option, brands like Starbucks and TAG Espresso offer instant coffee that don't require machines. Through a process known as freeze-crystallisation — where coffee is dehydrated slowly by being put in a vacuum — the premium freeze-crystalised coffees provide the same aroma and natural flavours of a fresh espresso pour. This technology, while slower than the process of producing conventional instant coffee powder through high heat, allows freeze-dried coffee to maintain the coffee’s original flavour profile better than regular instant coffee, which runs the risk of producing a burnt taste due to the high heat.

What’s more, the freeze-drying process also means that coffee crystals can be prepared anytime and anywhere, due to its ability to be dissolved at any temperature. This makes freeze-crystalised coffee an easy option whether at home or at the office, especially handy for those who prefer their coffees iced. TAG Espresso’s freeze-dried coffee comes in individual capsules, ideal for on-the-go coffee lovers.

If you’re looking for consistent quality, both machine and non-machine coffee capsules are comparable. On the technical aspects, both technologies have been developed to optimise for freshness and flavour.

Choosing Your Coffee Capsules

Undoubtedly, it's important to choose the capsules that align with your taste and preferences as a coffee drinker. Lifestyle and brand values are also important considerations increasingly, with the modern consumer being more keenly aware of supporting brands that resonate in terms of Environmental, Sustainability and Governance (ESG) goals they meet. This has become a key criteria to ensuring ethical consumption from sustainable sources and supply chains that commit to fair trade practices.

Flavour Profile

Of course, like all coffee roasts, coffee capsules also come in various flavour profiles, from bold and intense to light and fruity. TAG Espresso’s coffee capsules offer a range of flavours, from dark to medium roasts. Of the medium-dark roasts, options with hints of unique falvours and aromas are also available, namely coconut and grapefruit. If you are a coffee connoisseurs who prefers the more conventional tastes, you might opt for Midnight Blue Dark Roast, TAG Blue Medium Dark Roast, and Capri Blue Medium Roast, depending on your inclination towards bold and bitter-sweet fuller body, or more balanced and moderate body.

For a unique twist on regular coffee, Fantasy Coconut and Fantasy Grapefruit cater to the more adventurous palates, with coconut being a popular choice especially for gifting, to showcase and cater to the local palate where coconut delights the taste buds and has heavily influenced local cuisine.

Intensity and Roast

Understanding the intensity and roast level of coffee capsules is crucial. When we talk about intensity, we're referring to how strong the coffee is, whereas the roast level influences its flavour. Dark roasts typically have a stronger, more bitter taste, while lighter roasts tend to be more acidic and fruity. It’s the roasting time and temperature that work together to create these distinctive flavours. Consider your preference for strength and flavour when selecting your coffee pods.

Brand and Compatibility

It is no doubt that choosing brands based on reputation and reliability gives you the peace of mind that you will consistently get quality coffee every time. Additionally, ensure that the capsules are compatible with your lifestyle. TAG Espresso’s coffee capsules provide both convenience and quality, since they do not require a machine for preparation. Our freeze-dried coffee is tightly sealed in capsules to maintain freshness, and can be easily opened and poured into any liquid base. These capsules are designed to dissolve efficiently in any temperature, whether mixed with water, milk (dairy or plant-based), or soda water, providing a hassle-free way to enjoy premium coffee at any time.

Sustainability

In line with the global trend to push for more conscious consumption, you might also hace similar considerations for your daily coffee fix. As a result, sustainability is becoming a key consideration for many coffee enthusiasts, who seek out brands that offer environmentally friendly options, like recyclable or compostable capsules. TAG Espresso’s capsules are made from aluminium, making them 100% recyclable. While this might incur higher costs than regular plastic packaging, we think that this investment is worth it, for the sake of continuity and sustainability for the planet. Aluminium is more easily recycled than plastic, making it more eco friendly for our single-use capsules. However, for those who consume more coffee and want to reduce even more packaging, we also offer refill packs of 30 capsules, which further eliminates packaging waste. At TAG Espresso, we are dedicated to sustainability and are always working to reduce our environmental footprint.

Price

When choosing a coffee for your daily needs, the accumulated costs of getting a coffee every day will definitely add up. That’s when affordability comes in, where it might be difficult to find coffee that balances quality and price. Certainly, various types of coffee cater to different budgets, which was how robusta coffee beans became a widespread favourite in Singapore’s local kopi scene to begin with. That being said, it is possible to get premium Arabica coffee with both superior quality and a price that doesn’t break the bank. TAG Espresso’s capsules strive to balance quality and price, so you can get good coffee without incurring cafe prices.

Beyond Coffee Capsules

Alongside our instant freeze-dried coffee, TAG Espresso offers coffee beans that are carefully roasted in our Singapore roastery. These beans are used directly by our baristas in our physical stores and cafes, at Raffles City, Takashimaya and Club Street. For those who prefer brewing coffee from scratch at home, our beans can also be bought in cafes or online, with dark and medium roasts available for purchase. Choose between the simplicity of pods or savouring the process of brewing freshly ground beans yourself.

Is TAG Espresso Coffee Healthy?

TAG Espresso capsules are Nutri-Grade A and have no added sugar. This makes them perfect for a healthier option, such as iced Americanos or pairing with low-fat milk. Eliminating added sweeteners and creamers means that your health is not compromised by your coffee consumption.

Why TAG Espresso is Your Perfect Coffee Companion

TAG Espresso coffee capsules allow you to have the best coffee experience possible, complementing taste with convenience. Our coffee capsules are perfect for everyday use, or as pretty packaged gifts to share with friends and family during the festive seasons. With coffee capsules that are pleasing to the eye and the palate, TAG Espresso’s 7-capsule and 12-capsule boxes are also ideal for gifting for your next Christmas gathering or office gift-exchange.

Conclusion

Having the most convenient, range and high-quality coffee capsules are the essence of coffee-drinking in Singapore. For those of you who prefer the sophistication of Arabica over the traditional Robusta kopi served in kopitiams, then TAG Espresso is a good buy at a good price.

Our team at TAG Espresso is committed to offering the most personal coffee experience, be you a workaholic or coffee connoisseur. Get to know our coffee capsules collection and find the perfect cup today.