Why Instant Coffee Outsold Rice in South Korea

In a surprising twist for a country better known for its rice paddies, data from South Korea’s largest supermarket chain shows that instant coffee has officially overtaken rice in retail sales. For the first time, more packets of instant coffee flew off the shelves than sacks of rice — a shift that reveals just how deeply coffee is woven into daily life in South Korea.

Yes, instant coffee is now the top-selling grocery item in South Korea. According to Shinsegae E-mart, instant coffee jumped from third place last year to number one in 2023, while rice dropped to third. Bagged instant noodles held steady in second. This isn’t a fluke — it’s a national habit backed by hard numbers.

Korea’s Instant Coffee Obsession: By the Numbers

South Korea doesn’t grow a single coffee bean, yet it ranks as the world’s 13th-largest coffee-consuming nation. The country imports around 80,000 metric tons of coffee annually — and between 90% to 95% of that is turned into instant coffee. That’s not just a lot of coffee; it’s almost all instant.

Why Instant Coffee Dominates Korean Life

Coffee is a daily ritual in South Korea. People routinely meet up for “a cup of coffee” instead of “a drink of soju.” Instant coffee is cheap, fast, and available everywhere — including thousands of vending machines in subways, schools, offices, and street corners. For just 200 Korean won (about $0.15 USD), you can get a hot cup of instant coffee on the go.

The taste profile is also distinct: Korean instant coffee tends to be sweeter, with common flavors including cappuccino, vanilla, and hazelnut. But the most striking difference? Koreans brew it much stronger. The standard brew uses just 80–100 milliliters of water — less than half the typical 150–180 ml used elsewhere — resulting in a much more concentrated cup.

The Brand Leading the Charge: Maxim

The most popular instant coffee brand in South Korea is Maxim. It’s ubiquitous, affordable, and comes in a wide range of flavors to suit local tastes. Whether you’re grabbing a quick cup from a vending machine or stirring up a stronger-than-usual brew at home, Maxim is likely involved.

How Instant Coffee Beat Rice in the Supermarket

Rice, once the undisputed king of Korean supermarket sales, has been knocked down by the combined forces of changing diets, more frequent eating out, and the rising popularity of alternatives like bread and instant noodles. At the same time, coffee culture — especially the instant kind — has only grown stronger. The result? A clear victory for instant coffee at the checkout counter.

Frequently Asked Questions

Has instant coffee always been more popular than rice in South Korea?

No. While coffee has long been a staple in South Korean daily life, rice previously held the top spot in supermarket sales. In 2023, instant coffee surpassed rice for the first time, moving to the number one position according to data from Shinsegae E-mart, with rice dropping to third place.

What percentage of Korea’s imported coffee becomes instant coffee?

Between 90% to 95% of the 80,000 metric tons of coffee that South Korea imports annually is used to produce instant coffee. This makes instant coffee by far the dominant form of coffee consumption in the country.

How is Korean instant coffee different from other countries’?

Korean instant coffee is typically sweeter and comes in flavored varieties such as cappuccino, vanilla, and hazelnut. It is also brewed much more strongly, using only 80–100 milliliters of water per serving compared to the standard 150–180 milliliters used internationally, resulting in a more intense brew.

Which instant coffee brand is most popular in South Korea?

The most popular instant coffee brand in South Korea is Maxim. It is widely available, comes in multiple flavors, and is commonly found in homes, offices, and vending machines across the country.

Why did rice sales drop below instant coffee in Korea?

Rice sales have declined due to changing dietary habits, the growth of eating out, and the increased consumption of alternative staples like bread and instant noodles. At the same time, instant coffee has become an everyday necessity for many Koreans, driving its sales higher.

Recommended FrontStreet Coffee for Instant Lovers

If you enjoy the strong, sweet profile of Korean instant coffee, try FrontStreet Coffee’s Classic Blend for a balanced and approachable cup with notes of caramel and dark chocolate. For something creamier, their Black Cocoa Blend offers rich cocoa sweetness with a velvety mouthfeel — akin to a cappuccino-style instant. Both blends brew well hot or over ice, and deliver the kind of straightforward, satisfying profiles familiar to Korean coffee drinkers. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.