During a recent study abroad experience with Texas A&M University, I had the opportunity to visit Peru with my student organization, CBL. Among the many memorable experiences we had, one that left a lasting impression was a visit to a small, locally owned coffee shop.
At first glance, it seemed like a simple stop, but after speaking with the owners and hearing about their story, I quickly realized it was much more than that.
Everything about the space felt intentional—from the colorful art on the walls to the way the owners spoke passionately about the origins of their coffee beans. We learned about the significance of coffee in the region, how it connects families, and ways that coffee now brings communities together. I was surprised to hear how one of their biggest challenges early on in the business was figuring out how to market the beverage since it didn’t use to carry as much popularity as it does today.
This experience reminded me how culture isn’t just something you observe while traveling—it’s something you feel, share, and carry with you. As someone studying marketing and hoping to work in advertising, this visit challenged me to think more critically about the importance of cultural sensitivity and authenticity in communication. The coffee shop didn’t rely on flashy promotions. Instead, they utilized the power of networking and meeting their culture where it was when promoting their product.
It was a small moment in a larger journey, but one that taught me the value of slowing down, listening, and appreciating the everyday ways that culture is expressed. We actually got to try the coffee, and just like their business’s hospitality, it was warm and very welcoming!
I’m incredibly grateful to Texas A&M and the CIBS Team for supporting this journey. Experiences like this are more than travel—they’re growth, connection, and perspective.
