Copy and pasted from the article: " I was the one who started it all ... I first read a description of kopi luwak buried in a short paragraph in a 1981 copy of

Copy and pasted from the article: " I was the one who started it all ... I first read a description of kopi luwak buried in a short paragraph in a 1981 copy of National Geographic Magazine." So... he didn't exactly start it. He just popularized it to the affluent western audience.