Walking around the world: the aroma of coffee in kimchi kingdom

On the streets of Seoul, the South Korean capital, the air is always filled with a faint smell of coffee. Coffee shops are all over the streets, bread and dessert shops mostly sell coffee, automatic coffee machines are available in subway stations, convenience stores and schools, and some restaurants offer free coffee to guests.

In the eyes of many South Koreans, coffee is no less important than diesel, rice, oil and salt. In 2009, coffee surpassed rice for the first time, topping the sales list of a large supermarket chain in South Korea. According to the Korea Trade Association, in 2011, South Korean coffee bean imports exceeded 500 million US dollars, a record high. The average Korean adult drinks nearly 400 cups of coffee a year. South Korea, known as the "kimchi kingdom", is now also a "coffee kingdom".

A cup of coffee costs about 4000 to 5000 won (1000 won) in South Korea, which is not cheap, but it doesn't stop people from loving it at all. With the continuous development of coffee culture, South Koreans have regarded coffee shops as social and even workplaces, where they date friends, meet customers, and even choose coffee shops for corporate meetings.

The worship of coffee in Western culture has a profound impact on South Korea. Coffee shop is a common scene in Korean movies and TV dramas. A Korean told me: "even if white-collar workers are reduced to eating instant noodles in a convenience store, they still have to buy a cup of coffee when they go out of the convenience store." In addition to white-collar workers, college students are also the main force contributing to the "coffee boom". These young people who are full of longing for the future, once walking down the street with coffee in hand, seem to have the feeling of capable men and women in the city.

In addition to global brands, Korean brands account for a large proportion of the coffee shops in Seoul, and their market share is by no means inferior to that of foreign brands. A famous local coffee chain in South Korea even sold its own coffee to Times Square in New York. There are about 190 Starbucks coffee shops in Manhattan, more than subway stations, and many coffee shops have closed because they can't compete with Starbucks. In this case, it is rare for Korean brands to open and do brisk business in Manhattan.

Providing comfort service is a secret to the success of local coffee shops in South Korea. There is a wide variety of coffee sold, as well as other drinks and desserts. After ordering, the waiter will provide a round cake-shaped pager, which the customer will take to the seat to rest and get up to pick it up when the pager lights up and vibrates. The coffee shop also offers free mobile phone chargers. There is no reason not to like it here because of the meticulous service.

In addition, coffee shops also pay great attention to creating a unique style and image, in order to improve identification and avoid homogenization. Every coffee shop is like a work of art, from overall external design to detailed interior decoration, from cutlery, tables and chairs to wall decoration, each trying to bring a fresh and different experience to guests. In the coffee shop, not only the taste buds are satisfied, but also you can appreciate and enjoy the space full of personality and creativity, which is self-evident.

Although Korea is not the origin of coffee, it has developed its own unique coffee culture. Coffee has become not only a condiment of life, but also an indispensable part of Korean life. A cup of coffee is made of only about 10 grams of coffee beans, but it is commendable that Koreans seize the business opportunities behind these 10 grams of coffee beans to actively build local brands and successfully promote them to the world.

(responsible Editor: Leo)