5THWAVE - The Business of Coffee and Hospitality Why is Korea so obsessed with coffee?
Jul 6, 2024
Cera Jung, Country Manager of Specialty Coffee Association Korea, sheds light on Korea's thriving coffee scene. Ryan Suh from Blue Bottle Coffee Korea discusses international brand opportunities, while Matt Lee of La Marzocco Korea shares insights on market evolution. They explore Korea's unique coffee culture, innovations like the Nola Float, and the influence of social media. The guests also address challenges like rising costs and the impact of automation, highlighting a market that views coffee as both an affordable luxury and a social connector.
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Korea: A Unique Coffee Market
- The Korean coffee market is unique, being the only SCA branch outside the US/Europe.
- This is due to Koreans' trend sensitivity, treating coffee like fashion or music.
Coffee Education Craze
- Koreans show high interest in coffee education, with over 400 SCA-authorized trainers.
- This reflects a desire to understand and improve their coffee experience.
Experiences Over Tradition
- Korean coffee consumers prioritize unique flavors and experiences, even at higher prices.
- Unlike more traditional markets, Korea embraces new trends and displays achievements.