I've always found it bewildering that in America 'coffee cake' doesn't mean what it appears to mean. While chocolate cake means... chocolate cake, coffee cake has nothing to do with coffee flavour at all. It's simply a cake eaten with coffee - usually a large, flat cake, and often with loads of crumbs on top - think of New York-style coffee cake. I suppose this usage of the word isn't so outrageous when English teacakes aren't really tea-flavoured either!
I think I'm also justified in saying that coffee-flavoured desserts aren't so common in the West. While vanilla, chocolate, lemon, etc. are dominant flavours that you can find across the board, coffee-flavoured desserts are much rarer - maybe ice cream? When coffee is used in desserts it's mostly for enhancing the flavour of chocolate. Other than that I can't think of many desserts that are purely 'coffee'.
Not so in Asia! Coffee-flavoured desserts are among the most popular, ranging from coffee-flavoured Swiss rolls to coffee shortbread. I find this intriguing because Western people drink a
lot more coffee than Asians, so you'd expect that coffee-flavoured desserts would be a staple in the West too (rather than in Asia which is by and large tea-oriented). Maybe they already drink enough coffee as a beverage to want it in anything else? :P
There's a marked differences in the kinds of cakes Asians and Westerners like, too. While butter cakes or pound cakes are the most common in the West, Asians like their cakes soft and light - i.e. sponge cakes. Westerns usually find this kind of cakes too dry and plain, and would slather them with syrups (an idea which might prove abhorrent to Asian cake-lovers...). In fact, most Asian cake recipes centre around génoise and chiffon cakes. While genoise cakes are often used as the base for layered cakes, chiffon cakes have an impressive range of flavours and are usually eaten on their own.
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| Matcha génoise |