Side Hustles as a Lifestyle: Understanding Gen Z's Interest in Barista Work Through the Lens of 'Kalcer' Culture

JurnalPost.com - Take a look at the part-time job openings circulating around us. Among the various job options, the barista position has become one that particularly captures the attention of young people, especially Generation Z, or Gen Z. Many students and young workers are choosing to work in cafes to fill their spare time while earning extra income.

However, have we ever asked why the barista job is so attractive to Gen Z?

In terms of income, being a barista is not always the most promising job choice. Especially in small-scale cafes, the wages offered are sometimes not commensurate with the various responsibilities that must be carried out.

A barista is not just tasked with brewing coffee. They must also serve customers, maintain the cleanliness of the workplace, prepare operational needs, and handle the opening and closing of the cafe.

This job also demands physical endurance because baristas often have to stand for hours and deal with various customer personalities.

Nevertheless, the appeal of this job remains visible among young people. In fact, we can find baristas who have a fashionable appearance, wear branded accessories, or carry the latest electronic devices.

Of course, such appearances cannot be used as a measure of a person's economic condition. However, this phenomenon is interesting when linked to how Gen Z builds identity through work, lifestyle, and social media.

It is possible that for some young people, work is no longer viewed solely as a source of income, but also as part of the lifestyle they want to project.

This shift is related to two phenomena that are quite close to the lives of Gen Z, namely the kalcer culture and fear of missing out (FOMO).

Baristas and 'Kalcer' Culture Among Gen Z

The term kalcer, which comes from the English word culture, has recently become popular among young people to describe a lifestyle, taste, and culture that is considered attractive or cool.

This term is often associated with music choices, clothing styles, hangout spots, and even coffee consumption habits.

In this culture, a cafe is no longer just seen as a place to buy drinks.

Cafes have evolved into social spaces where young people gather, work, study, build relationships, and simultaneously showcase their personal identity.

The choice of hangout spot, the type of coffee consumed, and even one's appearance while at a cafe can be part of how someone expresses their taste.

This phenomenon gives the barista profession a unique appeal.

Baristas are not always seen just as workers who prepare customer orders. In popular culture, they are often associated with figures who understand coffee, have specific musical tastes, look attractive, and are familiar with the aesthetic atmosphere of a cafe.

This image then forms the perception that working as a barista is not just about performing service work, but also about being part of a social environment that is considered attractive.

For some Gen Z, working in a cafe can provide a different experience compared to other part-time jobs.

They have the opportunity to learn about various types of coffee, interact with many people, and experience firsthand a work environment that they might have previously only enjoyed as customers.

However, this is where another question arises. Does the interest in the barista job really stem from an interest in the world of coffee and service, or is it because the image of the job is considered to fit a popular lifestyle?

When FOMO Influences Job Choices

Gen Z grew up amidst the development of social media, which allows them to see other people's activities almost at any time.

Through Instagram, TikTok, and various digital platforms, young people can easily find content about someone's daily life.

From new cafe recommendations, coffee and matcha trends, and clothing styles, to videos themed a day in my life as a barista.

Such content often highlights the interesting side of the barista job.

The activities of brewing coffee, arranging drinks, interacting with customers, and working in a comfortable room can look fun when packaged through short videos.

It is not surprising that some viewers are then interested in imagining themselves having a similar experience.

Especially when peers start working in cafes and share those experiences through social media.

The desire to try the same experience can arise due to curiosity, interest in the job, or the urge not to feel left behind by their social circle.

It is in this situation that FOMO can influence a person's decision.

FOMO describes the anxiety when someone feels they are missing out on interesting experiences that others are enjoying.

For some young people, this urge may not only be related to entertainment activities but also to job choices.

Being a barista can be seen as an opportunity to gain new experiences while having interesting stories to share through social media.

The job then has an additional function as part of a digital identity.

Someone does not just work to earn an income, but also to gain experiences that can be displayed in posts, photos, or videos.

However, it is important to understand that not all Gen Z who choose to be baristas are driven by FOMO.

Some are genuinely interested in learning about coffee, want to develop service skills, or need extra income to meet their living needs.

Therefore, FOMO should be understood as one possible factor influencing job choices, not a reason that applies to all young people.

Cafes as a Stage to Showcase Identity

One of the things that distinguishes the barista job from a number of other jobs is the level of interaction with the public.

Baristas work in a space that can be seen directly by customers.

They greet visitors, take orders, brew drinks, and serve various customer needs throughout operating hours.

These activities make a barista's work skills easy to observe.

The ability to make latte art, operate a coffee machine, or handle a large number of orders can be a unique attraction.

In social media culture, these activities are also easily turned into visual content.

The process of pouring milk into espresso, for example, can be packaged into a short video that attracts attention.

The same goes for the atmosphere of working behind the bar, interactions with customers, or preparation activities before the cafe opens.

For some Gen Z who are used to expressing themselves through digital content, this kind of job can provide space to build an image and personal identity.

However, there is a difference between a job that looks attractive on social media and the job that is actually performed every day.

Digital content often only shows certain parts of an activity.

Customers might see a barista smiling while serving coffee, but they don't always know about the fatigue after standing for hours or the pressure of having to serve many orders at the same time.

This is where it is important to understand the job more holistically, not just through its outward appearance.

Between Economic Needs and the Desire to Follow Trends

Behind the image of the barista job being considered attractive, there are economic reasons that cannot be ignored.

For students, working part-time can be an option to earn extra money without completely leaving their studies.

Daily needs, transportation, food, college supplies, and various other expenses make some students need to find their own source of income.

Working in a cafe is one of the options because some places provide a rotating work system or a schedule that can be adjusted by agreement.

However, this flexibility is not always available at every workplace.

Students still need to consider whether the work schedule can be balanced with academic activities.

Besides earning an income, working as a barista can also provide useful experience.

One can learn to deal with customers with different characters, build good communication, manage time, work in a team, and maintain a professional attitude when facing pressure.

These skills can be an asset when entering the wider world of work.

Therefore, Gen Z's interest in the barista profession should not be immediately considered as just following a trend.

Working in a cafe can be a valuable experience as long as one understands the purpose and responsibilities of the job.

Problems arise when the interest in the job's image is far greater than the understanding of the actual working conditions.

When Romanticizing Work Masks Reality

Social media has the ability to make various activities look attractive, including jobs that actually have quite heavy challenges.

This phenomenon can be called the romanticization of work, which is when the fun side of a profession is shown more often than the difficulties that accompany it.

In the context of a barista, this romanticization can be seen through content that depicts the job as a fun activity in the middle of a comfortable cafe atmosphere.

In reality, the barista job also demands discipline, physical endurance, communication skills, and responsibility for the workplace's operations.

A barista must be able to deal with diverse customers, work when the cafe is crowded, and complete tasks according to service standards.

Not to mention if the job has to be carried out simultaneously with college responsibilities or other main jobs.

If someone chooses to be a barista just because they are interested in the image displayed on social media, it is not impossible that they will experience disappointment after facing the reality in the field.

In certain situations, the image of a job that is considered cool also has the potential to be used to attract applicants without giving enough attention to worker welfare.

Inviting people to work while pursuing passion, for example, can sound attractive to young people who want to gain experience.

However, enthusiasm and love for the job should not be used as an excuse to ignore workers' rights.

Decent wages according to applicable regulations, clear division of tasks, humane working hours, and certainty of employment relationships remain important things.

Someone may love their job, but that love does not mean they have to accept working conditions that harm them.

Experience is indeed valuable, but experience should not always be paid for with excessive fatigue and the neglect of workers' rights.

Choosing a Job Because of Need or Fear of Being Left Behind?

The phenomenon of increasing interest among young people in the barista profession can be read as part of a change in how Gen Z interprets work.

For some young people, work is not just an obligation to earn an income.

Work can also be a space to socialize, learn new skills, build experience, and show personal identity.

This is not always negative.

In fact, when someone is able to combine economic needs with personal interests, work can provide broader benefits.

However, problems arise when the decision to work is more influenced by social pressure or the desire to follow something that is currently popular.

Being a barista just because the job looks cool on social media is certainly different from choosing it after understanding the responsibilities and working conditions that will be faced.

Therefore, before deciding to take a part-time job, young people need to recognize the reasons behind their choices.

Is the job really needed to increase income? Are there skills that want to be learned? Or does the desire to work arise because they see others having similar experiences?

In addition to understanding personal motivation, prospective workers also need to seek information about the intended workplace.

The amount of wages, schedule division, job responsibilities, employment status, and rest opportunities are things that should be ensured from the beginning.

Talking to people who already have experience as a barista can also help provide a more realistic picture.

In the end, the world of baristas does offer an interesting experience for Gen Z. Within it, there are opportunities to earn income, build relationships, develop skills, and get to know the increasingly developing coffee culture.

However, a job is still a job, with responsibilities and challenges that are not always visible in social media posts.

Working as a barista is not a problem just because the profession is considered 'kalcer'. What needs to be questioned is whether the decision was born from a conscious need and interest, or just a desire not to be left behind by trends.

Because a job that looks cool is not necessarily suitable for everyone's needs. Conversely, a job that is not popular can also provide experience and a future that is far more meaningful.

For Gen Z, the real challenge is not just finding a job that fits their lifestyle, but understanding that the value of a job is not determined by how attractive it looks on social media.

Its value lies in the experience, skills, welfare, and opportunities for growth that are truly obtained from that job.