Koreans love coffee more than any other drink. Coffee triumphs over other choices like fruit juice, cola, and green tea to claim the top spot in Korean preferences.

You'll often see office workers grabbing coffee on their way to work or sipping it after lunch.

Coffee shops line the streets of Korea, making it an integral part of the culture.

In 2018, statistics revealed that Korean adults consumed an average of 353 cups of coffee per person annually. Undoubtedly, coffee is the go-to drink for Koreans.

Why are Koreans so enthusiastic about coffee?

Primarily, it's due to the widespread availability of instant coffee.

Coffee's journey into the Korean public's heart began around the 1950s when Americans introduced instant coffee to Korea. In the past, coffee was a luxury reserved for the upper class.

In 1976, a food company launched "instant coffee" tailored for hikers and fishermen.

This innovation was a hit because it conveniently combined coffee, sugar, and coffee mate in a small bag.

Koreans even patented this product. The fact that it can be consumed anywhere with boiling water and a cup aligns with Korea's fast-paced culture.

Secondly, the rise in household income among Koreans played a crucial role.

The coffee craze took off in 2006 when per capita income reached $20,000.

This marked the heyday of coffee shops, with Starbucks opening nearly 100 stores each year in Korea since 2004 when it reached the milestone of its 100th store.

These days, the price of an Americano at an average coffee shop in Korea is similar to that of Starbucks, so people no longer view Starbucks customers as "over-consumers."

Finally, there's a shift in how Koreans perceive a "coffee shop" – it's not just a place to buy coffee; it's a space to relax and work.

For Koreans, a coffee shop is more than a spot to get your caffeine fix. It's a refuge for modern individuals seeking respite from the frenetic pace of life. It's also a space for sharing information, working, and shaping their lifestyle.

The ambiance of the coffee shop changes according to the visitor's intent.

A cup of coffee holds multiple meanings for Koreans. It can be a cherished moment of leisure amid the hustle and bustle of daily life or a lifeline to shake off the drowsiness after a sleepless night.

On the other hand, it reflects the reality of modern Korean society – so fast-paced that free time is a luxury.