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Over many years, coffee has developed to 2020 and 2021 were very tough years for the café
essentially become a national drink. After a meal, industry with so many restrictions and limitations South
it is almost a tradition to grab a cup of Americano Korea as well. “Take-away options for coffee, subscrip-
or Latte with the companions. “This tradition, I tion and delivery services definitely helped uplift the
believe, can be traced back to the culture that, up situation and this could well develop into a new trend.
until lately, it has been fairly uncommon for people Many consumers are already getting used to the con-
to host home parties or even have small social venience of such services, especially subscription and
gatherings at a home. It’s been more common for delivery.” In this way, “Untact” type of businesses can
these gatherings to take place at a café,” says Lucy. also grow faster. [“Untact” was coined by consumer
The atmosphere, tea, bakery, desserts, brunch studies researchers in South Korea in 2017 to mean the
meals, and other beverages offered alongside coffee negation of contact in an increasingly virtual world,
at a café are the factors that ultimately made it so including contactless payments, self-service kiosks, and
important in Korean lifestyle. Koreans usually like even “smart mirrors”.]
to drink coffee in a social or business setting or There is a whole growing market for outdoor
even by oneself in a leisurely manner or in a study- coffee equipment as well. For example, there is some
ing setting. “Even with a to-go cup, most people development in the sector of thermal cups. Lucy
would take it indoors. Now with the pandemic, it’s shares: “I think this is due to the sustainability move-
even harder to enjoy to-go coffee outside as to ment. People are becoming more conscious of the
protect oneself and other people around them by environment and this is the main cause for changes
wearing masks at all times. Even recent articles seen in these products.” To-go cups are becoming
show that to-go cup sales have decreased due to the more environmentally friendly and tumblers are
pandemic. However, at parks and mountains, out- becoming more popular. Also, other equipment and
side coffee can be seen being enjoyed.” So with the technology for outside coffee drinking have contin-
limitations caused by the most recent pandemic, uously been developing: “This trend, I believe, will
it’s hard to find people enjoying coffee outside in continue in two ways. One way would be in making
the city with their masks off. But at parks or moun- equipment for outside coffee drinking more sophis-
tains (hiking is a popular hobby in Korea), people ticated and advanced, while the other way would be
can relax and take their masks off to enjoy a cup of in making the process for outside coffee drinking
coffee outside. even easier and fast, but with the best quality.”

Lucy Kim to talk or spend time played a role in boosting the popularity
Project Manager of Cafe Show Seoul. of coffee and businessmen used coffee shops to have private
discussions. Coffee consumption soared in 1976 when Dong
A prolonged coronavirus pandemic has exacerbated a Suh Foods Corporation, a beverage company, invented instant
global economic slump and put a damper on trade and con- coffee mix packs. Each pack containing coffee powder, sugar
sumption. However, it’s far from dampening South Koreas’ and powdered cream mesmerized coffee lovers with its aro-
thirst for coffee, leading to an increase in imports of coffee matic, rich and sweet taste. Outdoor lovers carried coffee mix
beans last year. According to data released by the Korea packs along with disposable cups and insulated hot water
Customs Office on September 1, 2020, South Korea imported bottles to the mountains, sea and picnics.
90,355 tons of coffee in the first seven months of the year, Lucy Kim from Cafe Show Seoul shared with us: “The
up 5.37 percent from 85,749 tons a year earlier. There are coffee scene in Korea when I was growing up would be around
more than 66,000 coffee shops nationwide, with about 5,000 the 1990’s and the 2000’s. I would say the scene changed quite
new coffee shops opening each year. Imported beans are a bit during this time: for instance, up until the late 1990’s, there
processed to produce instant coffee and coffee drinks in cans wasn’t much variety in coffee, and most people drank instant
and bottles. coffee rather than espresso. Very low-cost and sweet instant
But how did Koreans fell for coffee? It is not just about coffee was even available in vending machines, which were
the simple act of consuming coffee that made coffee become placed almost everywhere. With the introduction of specialty
an important part of Korean lifestyle. Coffee shops became coffee in the early 2000’s, the coffee market in Korea changed
popular in South Korea in the 1970s as stores equipped with drastically. The economic boom in the 2000’s also helped in
comfortable sofas and tables provided space to talk and rest. developing the coffee scene in Korea. People became more ac-
The lack of urban public parks where people could sit down cepting of coffee that cost almost as much as a meal at this time.”

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