Introduction
The coffee trend in Korea is a fascinating blend of tradition, innovation, and adaptation. From the humble beginnings of coffee mix in the 1970s to the modern-day integration of cutting-edge IT services at Starbucks, Korea’s love affair with coffee has evolved remarkably. Alongside this transformation, the nation’s affinity for iced coffee has become a defining feature of its coffee culture. By exploring the history of coffee mix, iced coffee’s popularity, and IT utilization at Starbucks, we gain insight into the rich and dynamic landscape of coffee in Korea.
The Coffee Culture Shaped by the Era and Technological Advancements
The popularization of coffee in Korea arguably began with Dong Suh Foods’ development of coffee mixes in 1976. Initially created for outdoor enthusiasts like hikers and fishermen, these mixes combined ground coffee, sugar, and creamer in one sachet, a novel concept at the time. Dong Suh Foods’ success with “Prima,” the first powdered creamer in Korea, paved the way for coffee mixes. The exact blend ratio remains a trade secret even after 40 years, with proportions based on customer preferences at coffee shops during that era.
Upon its 1976 release, coffee mixes surged in popularity, driven unexpectedly by sugar scarcity during the 1970s and 1980s. People would queue for hundreds of meters at department stores just to get sugar. Additionally, the prevailing “quickly, quickly” culture of the era contributed to the success of coffee mixes. Recognizing the growing emphasis on time during industrialization, Dong Suh Foods seized the opportunity to offer the convenience of swiftly preparing coffee, even infiltrating construction sites.
Now, the history of domestically produced coffee mixes spans 40 years. These products have grown in popularity among foreigners as well. For instance, on the former KBS entertainment program “The Beauties’ Chat,” a Canadian named Ms. Lubeida once mentioned that if she were to bring back a successful product to her homeland, coffee mixes would top the list. She remarked, “My mother, who used to enjoy brewed coffee, now only drinks coffee mixes. She always makes sure to buy some when I visit home.” This indicates that even foreigners who have once tasted it appreciate this coffee.
Source: Maeil Business Newspaper
The Coffee Mix Culture Originating from Traditional Korean Coffee Shops
In Korea, coffee mixes are commonly referred to as “dabang coffee.” This is because coffee was consumed in spaces called “dabang.” People used to mix instant coffee, sugar, and liquid creamer in separate containers and blend them in ratios according to personal preference. The popular ratio of 1 part coffee to 2 parts sugar and 2 parts creamer, known as “dabang coffee,” emerged naturally due to the scarcity of sugar and creamer at the time.
In the 1980s, coffee mix technology advanced further. In 1980, Dong Suh Foods introduced “Maxim,” the first freeze-dried coffee in Korea. Freeze-drying involves freezing roasted beans and then drying them under extremely low pressure, preserving the rich taste and aroma of the coffee.
In 1987, the first stick-type coffee mixes were introduced in Korea. With this stick-type structure, sugar, coffee, and creamer were packaged in that order, allowing consumers to adjust the amount of sugar.
In 1989, with the relaxation of import regulations on coffee products, global giant Nestlé entered the Korean market. Nestlé quickly gained a significant market share, capturing nearly 30% of the market within two years of entry and rising to 40% by the fifth year. They captured Korean taste buds with products like “Taster’s Choice Coffee Mix.”
In the late 1990s, coffee mixes experienced rapid growth as they transitioned from outdoor products to office and home consumption. During the 1998 financial crisis in Korea, widespread layoffs led to a culture shift where employees started making their own coffee, aided by the widespread installation of water coolers and the popularity of convenient coffee mixes. As women increasingly participated in the workforce, the practice of having female employees make coffee gradually declined, further boosting the sales of coffee mixes.
Today’s coffee mixes embody cutting-edge coffee-related technologies. Dong Suh Foods introduced the “aroma recovery” method in 2013, capturing coffee aroma directly from roasted beans and extracting superior scents through low-temperature methods. This innovation enables coffee mixes to replicate the aroma of freshly ground beans. Various companies employ techniques to minimize water-bean contact time for swift extraction. Bean drying, a key manufacturing step, involves methods like freeze-drying (FD), utilized by Dong Suh Foods, Namyang Dairy, and Lotte-Nestle to preserve aroma and flavor by rapidly freezing and drying liquid beans.
However, the once-popular appeal of coffee mixes among the working class is dwindling. According to a Dong Suh Foods representative, this shift reflects consumers’ desire for a variety of coffee options and negative societal perceptions surrounding ingredients like creamer and sugar in coffee mixes. Consequently, the popularity of whole-bean coffee is on the rise.
Source: The JoongAng
A Disaster Sparked the Interest in Coffee Mix
In 2022, a remarkable event spurred interest in instant coffee mixes. Following a mining accident, two miners were trapped underground for 221 hours. Miraculously, they emerged on their own, sparking nationwide joy amidst the Itaewon tragedy. During their ordeal, the miners relied on each other, sustaining themselves by consuming coffee mix as a meal. This survival tactic played a role in their endurance until their rescue from the Bonghwa zinc mine in Gyeongbuk.
During their ten-day ordeal, the trapped miners relied on 1-3 coffee mixes daily for sustenance. Each 12g packet of Dong Suh Foods’ Maxim Mocha Gold Mild provided 50 kcal of energy, containing 5mg of sodium, 9g of carbohydrates, 6g of sugars, and 1.6g of fat. With a typical rice serving offering 215 kcal, four packets of coffee mix they have equaled the energy intake. Bang Jong-hyo, head of Andong Hospital’s nephrology department, noted, “Using coffee mixes as meal substitutes proved significantly beneficial” during the miners’ treatment in Gyeongbuk.
However, with the emergence of whole-bean coffee, the popularity of instant coffee mixes waned. The consumption of coffee among Koreans surged significantly due to whole-bean coffee. When I first arrived in Korea in 1997, brewed coffee was rare. To enjoy high-quality coffee from fresh whole-beans, one had to order expensive siphon coffee at cafes.
Coffee Trend in Korea: Its Unique Love for Iced Coffee
As the popularity of whole-bean coffee continued to grow, a remarkably rare phenomenon caught the attention of foreign media: the fervent love of “hot” Koreans for “iced” beverages. This phenomenon is epitomized by the term “eoljuga,” which stands for “even if I freeze to death, I will choose iced coffee.” Even during winter, the love for iced coffee was so intense that six out of ten people would order it “iced.”
Younger customers show a stronger preference for iced drinks, according to a Starbucks Korea official, with those in their 20s ordering them more frequently compared to older age groups. To meet this demand, Starbucks Korea introduced the 887ml ‘Trenta’ size, including cold brew, outside North America. Despite winter’s arrival, the trend toward iced drinks persists, prompting Starbucks to anticipate continued popularity for Trenta even during the colder months.
Coffee Trend in Collaboration with Information Technology
In South Korea, Starbucks has revolutionized its operations with cutting-edge IT services. The introduction of Siren Order in 2014 marked a global first for mobile ordering and payment. Then, in June 2018, Starbucks launched “My DT Pass,” pioneering automatic payment at drive-thrus by linking customer vehicle information with prepaid cards. This innovative approach, fueled by data analysis and customer feedback, has elevated Starbucks’ position in South Korea’s coffee scene. It reflects the nation’s affinity for advanced technology and contributes to its reputation as a coffee republic.
Source: Korea Herald
South Korea’s Coffee Craze: Outshining Global Trends
I remember being amazed when I visited Singapore in 2000 and saw coffee specialty shops on every block. However, South Korea now lives amid a coffee craze that rivals that of Singapore.
According to market research firm Euromonitor, in 2023, the average coffee consumption per adult in South Korea reached 405 cups per year, more than double the global average of 152 cups. This marks the highest consumption rate among major Asian countries, translating to more than one cup of coffee per day per person.
Source : Businesskorea
The 2024 coffee industry keyword selected by the Seoul Cafe Show is “T.O.G.E.T.H.E.R.” This keyword reflects tailored experiences, open-minded diversity, global taste exploration, ethical ingredient sourcing, tech integration, healthy choices, eco-friendly initiatives, and relaxation rituals. South Korea’s coffee culture seems poised to become more tailored to individual and environmental health considerations and integrate seamlessly into the global lifestyle.
Conclusion
In conclusion, the culture of coffee in Korea encapsulates a captivating journey of growth and change. From the introduction of coffee mix to the widespread love for iced coffee and the innovative IT services at Starbucks, Korea’s coffee culture continues to evolve with the times while retaining its unique charm. As coffee continues to hold a special place in the hearts of Koreans, we can expect further innovations and adaptations that reflect the dynamic nature of this beloved beverage in Korean society.
