Why Instant Coffee Is Number One in South Korea

In a surprising twist for a country known for its rice-centric meals, South Korea’s top-selling grocery item isn’t rice—it’s instant coffee. This shift reflects more than changing tastes; it shows just how deeply embedded coffee has become in everyday life.

According to data from Shinsegae E-mart, instant coffee jumped from third place to the top spot among 2,874 tracked products sold in 126 E-mart stores nationwide between January and November. Rice, once the consistent leader, dropped to third, while instant noodles held steady in second.

Korea’s Instant Coffee Takeover

Despite producing zero coffee beans domestically, South Korea ranks as the 13th largest coffee-consuming nation globally, importing around 80,000 tonnes of coffee annually. An overwhelming 90–95% of that imported coffee is turned into instant coffee. For many Koreans, coffee is not just a drink but a daily ritual—shared after meals or used to arrange meetups, with "Let’s grab coffee" as common as "Let’s have soju."

How Koreans Drink Instant Coffee

Korean-style instant coffee is distinct: it’s notably sweeter, often flavoured with options like cappuccino, vanilla, and hazelnut. Perhaps the most striking difference is concentration. While most countries brew using 150–180 ml of water, Koreans typically use just 80–100 ml, creating a much stronger, sweeter cup. This intense preparation style is a hallmark of the local coffee culture and reflects a preference for bold, dessert-like flavours in a single serve.

The Rise of the Instant Coffee Machine

Instant coffee is everywhere in South Korea—you’ll find vending machines in subways, convenience stores, schools, and on street corners. For the price of around 200 KRW (roughly 1 CNY), anyone can get a hot cup of instant coffee on demand. The convenience, affordability, and customised sweetness have made it a staple across all demographics.

Maxim: Korea’s Favourite Instant Brand

Among the wide array of instant coffee products, Maxim is the brand that dominates shelves and kitchens. Its widespread presence speaks to its role as the default choice for a quick, reliable caffeine hit. Whether at home or on the go, Maxim remains synonymous with Korean instant coffee culture.

Frequently Asked Questions

What is the most popular coffee product in South Korea?

The most popular coffee product in South Korea is instant coffee, which surpassed rice to become the top-selling grocery item in 2023 across 126 E-mart supermarkets. It accounts for the majority of domestic coffee consumption due to its convenience and strong cultural presence.

Why has instant coffee overtaken rice in sales in South Korea?

Instant coffee overtook rice in sales because of shifting lifestyles, including more frequent dining out and increased consumption of alternatives like bread and instant noodles. Coffee is now a daily habit for many Koreans, available everywhere from subway stations to schools.

How do Koreans prepare instant coffee differently?

Koreans typically prepare instant coffee with just 80–100 ml of water, compared to the standard 150–180 ml used elsewhere. This results in a much stronger, sweeter brew. Most Korean instant coffee is also flavoured, with common varieties including cappuccino, vanilla, and hazelnut.

What percentage of imported coffee in South Korea becomes instant coffee?

Around 90–95% of the 80,000 tonnes of coffee imported into South Korea annually is processed into instant coffee. This highlights the country’s strong preference for instant over freshly brewed or specialty coffee formats.

Which instant coffee brand is the most popular in South Korea?

The most popular instant coffee brand in South Korea is Maxim. It is widely available, comes in multiple flavours, and is known for its sweet, strong taste profile. Maxim is considered the standard instant coffee for daily consumption across the country.

Recommended FrontStreet Beans for Coffee Lovers

If you enjoy the bold, sweet profiles common in Korean-style coffee, try FrontStreet Coffee’s Ethiopia Huakui for its blueberry sweetness, Yirgacheffe for citrus and floral brightness, or Brazil Queen Manor for a nutty, chocolatey base—all great for exploring different flavour dimensions beyond instant coffee. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.