Purpose: This study examines how coffee drinking culture has shifted and transformed the coffee business through technology and creativity. Using Richard Florida's creativity process framework, this research seeks to clarify how creative ideas can be transformed into innovation.

Methods: This research uses a mixed-methods approach, starting with a literature review on the technological innovation process in coffee machines, followed by observations and interviews with 3 coffee business owners.

Findings: The findings indicate that technological advancements have enhanced the coffee industry and influenced coffee consumption culture in Indonesia. Coffee currently functions as an emblem of social standing and personal identity for its drinkers. Technological advancements have facilitated growth in the coffee beverage industry and influenced coffee-drinking culture in Indonesia. Coffee drinks currently represent indicators of social standing and personal identity.

Research limitations: This study explores changes in coffee drinking culture in the context of 3 coffee businesses across West Java, Indonesia. Findings specific to this setting have been obtained; however, the results might differ if the study were conducted in other areas, regions, or countries. Furthermore, the methodology employed was limited to a literature review and in-depth interviews as qualitative methods.

Practical implication: The findings provide important insights for regulators to strengthen accounting standards and promote greater professionalism among accountants. They also offer practical implications for companies seeking to enhance their future growth opportunities.

Originality/Value: Different from the design thinking concept that requires the creator (ideators) to revert to the beginning and change the idea if the market test fails, by applying Richard Florida's framework of the creativity process to innovation, it reveals that revision and adjustments can be made during the final stage in response to feedback. Coffee entrepreneurs can transform creativity into innovation without repeating the entire idea-generation process, which typically consumes time and resources.