Most of us need a daily cup of joe to kick off every morning， and sometimes an extra
Most of us need a daily cup of joe to kick off every morning， and sometimes an extra

cup helps us to get us through the day， especially after lunchtime.
cup helps us to get us through the day， especially after lunchtime.

Coffee is also a popular choice when it comes to social gatherings and business meetings.
Coffee is also a popular choice when it comes to social gatherings and business meetings.

As such， for most Koreans， drinking coffee has become an important part of everyday life.
As such， for most Koreans， drinking coffee has become an important part of everyday life.

Oh Soo－young tells us more about the coffee culture in Korea.
Oh Soo－young tells us more about the coffee culture in Korea.

“There are roughly 20－thousand coffee shops in Korea. Walk down the street and you′re
“There are roughly 20－thousand coffee shops in Korea. Walk down the street and you′re

spoilt for choice... with coffee shops to your left and right.″
spoilt for choice... with coffee shops to your left and right.″

And the sheer number of coffee establishments reflects the high demand that this beverage
And the sheer number of coffee establishments reflects the high demand that this beverage

has in Korea. According to the health ministry， Koreans drink over 12 cups of coffee a week
has in Korea. According to the health ministry， Koreans drink over 12 cups of coffee a week

on average.
on average.

″I drink about three to four cups a day.″
″I drink about three to four cups a day.″

″I drink four to five.″ Euromonitor International says Koreans′
″I drink four to five.″ Euromonitor International says Koreans′

yearly consumption of coffee comes sixth in the world after the likes of U.S.， Brazil，
yearly consumption of coffee comes sixth in the world after the likes of U.S.， Brazil，

and Germany. In fact， the country′s annual coffee bean
and Germany. In fact， the country′s annual coffee bean

imports are expected to reach a historic high this year.
imports are expected to reach a historic high this year.

″As supply of coffee exceeds demand， the dominance over consumption and sales have
″As supply of coffee exceeds demand， the dominance over consumption and sales have

shifted. So consumers either seek out cheap coffee shops or specialized cafes... so Korea′s
shifted. So consumers either seek out cheap coffee shops or specialized cafes... so Korea′s

coffee market is shifting to meet these changes.″ With ever－increasing thirst for coffee，
coffee market is shifting to meet these changes.″ With ever－increasing thirst for coffee，

customers are flocking to small but cheaper coffee brands.
customers are flocking to small but cheaper coffee brands.

″You can get an entire liter of your daily brew for around one dollar. That′s far less
″You can get an entire liter of your daily brew for around one dollar. That′s far less

than you′d pay for a much smaller cup in one of the big coffee franchises.″
than you′d pay for a much smaller cup in one of the big coffee franchises.″

In the past several years， the low－cost coffee market has been rapidly growing.
In the past several years， the low－cost coffee market has been rapidly growing.

And this low－cost coffee chain opened 300 new stores across the country in the last
And this low－cost coffee chain opened 300 new stores across the country in the last

eight months.
eight months.

″Each store serves around a thousand customers a day. Our top－selling stores see around
″Each store serves around a thousand customers a day. Our top－selling stores see around

15－hundred to two－thousand customers.″ As low－cost coffee shops are smaller in
15－hundred to two－thousand customers.″ As low－cost coffee shops are smaller in

size than your usual coffee franchise shop， various operation costs can be saved... which
size than your usual coffee franchise shop， various operation costs can be saved... which

lowers beverage prices. And you can barely taste the difference in
lowers beverage prices. And you can barely taste the difference in

the main product.
the main product.

″It tastes just about the same as ones from big coffee chains so I might as well get the
″It tastes just about the same as ones from big coffee chains so I might as well get the

coffee that′s cheaper with faster service.″
coffee that′s cheaper with faster service.″

″I can′t really distinguish cheap and expensive coffee. So I′m just getting the
″I can′t really distinguish cheap and expensive coffee. So I′m just getting the

cheapest.″ With the number of coffee lovers on the rise，
cheapest.″ With the number of coffee lovers on the rise，

more and more people are trying out different and unconventional flavors.
more and more people are trying out different and unconventional flavors.

″In the past， people mostly enjoyed black coffee or lattes. But now， more and more
″In the past， people mostly enjoyed black coffee or lattes. But now， more and more

people are seeking out premium coffee beans， otherwise known as specialty coffee.″
people are seeking out premium coffee beans， otherwise known as specialty coffee.″

It takes longer to brew than a regular cup of black coffee， but people are increasingly
It takes longer to brew than a regular cup of black coffee， but people are increasingly

choosing to savor distinctive flavors that can only be tasted in independent cafes.
choosing to savor distinctive flavors that can only be tasted in independent cafes.

″Each cup of coffee is made just for you. With your own pick of beans which come in
″Each cup of coffee is made just for you. With your own pick of beans which come in

premium quality sourced from all over the
premium quality sourced from all over the

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