A new trend has been flooding our social media feeds of late.

It seems like every time we swipe, we’re seeing footage of activewear-clad partiers cramming into cafes, coffee shops and bakeries, with DJs taking over espresso counters to deliver banger-filled sets to buzzing crowds of gyrating punters.

Yep, morning raves are a thing and Australians are getting on board in ever-increasing numbers, swapping late-night revelry in favour of a new form of sunrise socialising.

Brisbane is the latest Australian city to get onboard the craze, which has already popped up in the US, UK, Mexico, Austria, Canada, Argentina and the Netherlands.

While coffee-shop parties have been done in the past, it seems as if they spiked in popularity over the past year. So, what has spurred this sudden enthusiasm for early starts and pumping beats?

Broadly speaking, coffee parties seem to be the latest trend to emerge from an overarching movement towards wellness-aligned recreation and conscious connection – a lifestyle that has become increasingly popular in the wake of Covid-era lockdowns.

The rise of morning raves also reflects a growing trend among younger generations, who are drinking less alcohol than previous generations and adopting a sober-curious approach to socialising.

“I think the younger generations are shifting towards more of a wellness lifestyle, versus going out late, binge drinking and partying that way,” says Daniella Boughen who, alongside Cameron Stallard, launched monthly event series AM Social at Fonzie Abbott in Brisbane a month ago.

“[Cameron] was inspired by AM Radio over in Los Angeles. They throw these insane car park and cafe parties and he was really excited to bring that to Brisbane,” Boughen said.

“A lot of people that are hitting the ages of 25 to 35 feel like they still want to be able to go to things, but they might have extra responsibilities or have young families,” adds Konrad Lancaster, who co-founded Caffeine Club alongside Josh Newton.

“We’re at the age that we no longer want to go out and socialise in the nightclub scene, but we still want to have fun and we still want to be able to have a dance.”

So far early morning parties have taken on various forms. Caffeine Club has a rotating roster of local DJs that plays open-air sets every Sunday morning at Joey’s in Brisbane’s Kangaroo Point, serving mocktails, wellness shots and the all-important coffee until 10am.

Meanwhile, over in the Brisbane suburb of Bulimba, Darvella Patisserie recently threw a bakery rave inside its Oxford Street shopfront, swapping glow sticks for croissants and Red Bull for flat whites.

Though each event is slightly different, all coffee raves have the same thing in common – they all promote a sense of freedom and connection.

“I think the attraction there is just good music and good people,” says Lancaster.

“It’s just about having a dance and letting loose in a really cool and safe spot – listening to some loud music, having a dance and getting lost in the moment,” he said.

Much like run clubs before them, morning raves are proving a much-needed boost to the local hospitality scene, which is grappling with the effects of rising operational costs and cost-of-living pressures.

As consumers look to get more bang for their buck and more experience-based hospitality, cafes are eager to lure in custom by offering a high-energy, alcohol-free atmosphere that’s just as invigorating as a double-shot ristretto.

Speaking of run clubs, Boughen believes morning raves are also a natural extension of the weekend jog gatherings, which endure as a popular feel-good outlet for those looking to foster new connections.

“Run clubs have become the new way to meet people – I think many people are dating through run clubs now,” she said.

“What we’re ultimately about is just creating an environment where people can connect with those who have similar interests, but without that late-night kind of alcohol-fuel regret the next day.”

Whether we’re watching the birth of a new way to party or simply the latest viral trend, right now coffee raves are poised to only build in popularity.

Lancaster is optimistic about the continued growth of the movement, citing global trends in wellness and Brisbane’s own reputation as a morning city.

“I don’t think we’re anywhere near its peak. I think it’s still very fresh in Australia, people aren’t quite aware that it’s happening. It’s definitely something that is going to just turn it all up on its head – I feel like people are going to be stopping the late nights and trading them for the mornings.”