A glass coffee mug with a shot of espresso in the cup next to raw organic Arabica variety coffee beans on white background isolated. Amsterdam, The Netherlands on December 30, 2020 (Photo by Nicolas Economou/NurPhoto via Getty Images)
Food - Drink
Why Are Americanos So Popular In South Korea?
In 2022, The Korea National Council of Consumer Organizations reported that South Korea takes second place for the highest amount of coffee consumed per capita in the]. Seventy percent of South Korean adults drink at least one cup per day, and surprisingly, the country’s favorite espresso drink is the Americano.
The Americano is popular in South Korea for its simple, straightforward usefulness as an affordable no-frills stimulant, with many citizens calling it a “labor drink.” According to Fourth Estate, 67.2% of the students at George Mason University Korea said they drink coffee for energy; the same goes for everyday workers.
Koreans also frequently consume instant coffee, which is even more utilitarian. Their annual per-person coffee consumption rate was 2.7 times higher than the world average in 2018, and as of 2023, their coffee market is valued at $4.3 billion — impressive, when you know the market isn't built on expensive frappe drinks.