Latte art is not reserved to latte coffee only, it also applies for other beverages containing milk foam like cappuccino and hot chocolate. Latte art developed independently in different countries, following the introduction of espresso and the development of microfoam, the combination of crema (which is an emulsion of coffee oil and brewed coffee) and microfoam allowing the pattern; it presumably was initially developed in Italy. In the United States, latte art was developed in Seattle in the 1980s and 1990s, and particularly popularized by David Schomer. Schomer credits the development of microfoam ("velvet foam" or "milk texturing") to Jack Kelly of
Pumpkin Spice Latte messaging. Starbucks has written that their target market represents the demographics using social media most heavily, including on Twitter, Facebook, and Instagram. In 2013, the company added a gaming element to the drink's arrival, allowing customers to "unlock" the drink at Starbucks stores nearby by ordering the drink with a code before its official sale date. Between August 2012 and January 2014, there were over 29,000 tweets with the hash tag "#PSL", and in a single fall day use of the PSL hash tag exceeded 12 million. Since the introduction of the Starbucks Pumpkin Spice Latte, other companies have created