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Indeed, it is a common saying among coffee lovers. When we feel down, sad, tired, or overwhelmed, and when we need to boost our mood, many of us find comfort in enjoying a cup of coffee. When meeting someone, enjoying alone time, or feeling uncertain about what to do, many of us often turn to coffee as well. Sometimes a sweet vanilla latte, other times a strong Americano with an extra shot, or even a smooth cappuccino... Coffee can be a form of relaxation, a catalyst for conversation, a stimulant, and a source of comforting warmth that varies depending on our mood and the weather. It wouldn’t be an exaggeration to say that coffee is by our side in every day and every moment.

“Coffee,” an Indispensable Part of Modern Life

Since when have people been so obsessed with coffee like this? What was the memory of my first coffee in my life like? The coffee culture around us has been rapidly changing recently, to the point where one can guess a person’s experience based on whether their first coffee was from a vending machine for 100 or 200 won, instant coffee, hazelnut whole bean coffee, americano, capsule coffee, or drip coffee. Coffee has become an indispensable presence that has penetrated deep into the daily lives of modern people. Matching coffee with the weather of fall, ACC has prepared courses where you can experience the rich aroma of coffee.

Share stories on Asian coffee, rather than focused on the Western perspective Encounter the unique coffee cultures of Korea, China, and Japan

A course on the ACC Asia Culture and Art Experience, “Asia Coffee Road,” where we can share our own coffee stories and enjoy the taste and aroma of coffee together, rather than focusing on the Western-centric narrative of coffee. The course was tremendously popular, with registration closing nearly as soon as it opened. Led by instructor Yoon Oh-sun, the author of Invitation to Coffee and the Cradle of Humanity, Ethiopia and Because It’s Coffee That Makes My Heart Flutter, fascinating stories unfolded on coffee from three Asian countries, Korea, China, and Japan. A coffee specialist who fell in love with Ethiopian coffee while studying philosophy and specialized in “Ethiopian Coffee Tourism.” The course, conducted in three sessions for Korea, China, and Japan, included discussions about the coffee industry and coffee culture of each country in the first part, followed by a hands-on coffee brewing session in the latter part. This was a time where the instructor’s excitement and passion for coffee, as conveyed in the book title Because It's Coffee That Makes My Heart Flutter, were joyfully conveyed to the participants.

When did South Korea start drinking coffee? How many cups of coffee do South Koreans drink in a year? How has South Korea’s coffee industry evolved to its current state? In the “Korea Edition,” the first session of the Asian Coffee Road course, coffee expert Yoon Oh-sun’s stories and knowledge about coffee seem endless. During the lecture, one could be pleasantly surprised by little-known facts and gain a deeper understanding of current coffee culture. It is said that the annual coffee consumption per adult in South Korea is 353 cups. This is about 2.7 times higher than the global average of 132 cups per year. One can surmise the love Koreans have for coffee based on these figures. The domestic coffee market in South Korea has indeed experienced rapid growth, with an increase from KRW 5.9 trillion in 2016 to an estimated KRW 8.6 trillion by 2023 (expected). As of 2020, Starbucks is undoubtedly the coffee brand where Koreans have spent the most.

From instant coffee and vending machines to Starbucks and beyond, the 100-year history of Korean coffee unfolds.

It is widely known that Emperor Gojong was one of the first people to enjoy coffee in Korea. It is estimated that coffee was introduced in Korea during the late 19th to early 20th centuries through Western missionaries and diplomats, often referred to as “gabae” or “yangtangguk” at the time. During the Japanese colonial period, Korean cafes resembling Japanese-style cafes, called “kkikdajeom,” began to emerge. In the 1930s, tearooms (dabang) flourished in Korea. After the Korean War, instant coffee was introduced, and in the 1970s, Dongseo Food became the first domestic producer of coffee in Korea, marking a new turning point for the Korean coffee industry. The introduction of Maxim Coffee Mix developed by Dongseo Food in 1974, followed by the emergence of coffee vending machines in 1978, played a significant role in popularizing coffee nationwide and fueling the coffee boom in Korea.

In the 1980s, with the Seoul Olympics as a turning point, specialty coffee shops specializing in whole bean coffee began to emerge. In the 1990s, coffee chains operated by large corporations became popular and experienced a boom. By the late 1990s, many headquarters of coffee chains closed down, and new forms of specialty coffee shops emerged. On July 27, 1999, the first Starbucks store in Korea opened in front of Ewha Womans University, marking the beginning of a new coffee culture formation. The era of takeout coffee began, and there was a proliferation of diverse coffee beverages. Cafes also established themselves as new cultural spaces. According to the lecturer’s stories, the 100-year history of Korean coffee unfolds like a panorama. One can truly appreciate how a single cup of coffee encapsulates the history, culture, and life of a nation.

In the “China Edition” and “Japan Edition” of the Asian Coffee Road course, stories about the history of coffee and culture of China and Japan, which are not easily accessible ordinarily, unfold. In the coffee stories of Korea, China, and Japan, which seemed distinct, yet similar, and appeared to be alike but somehow different, we were able to glimpse the unique coffee cultures of Asia.

Practical sessions on making aromatic pour-over coffee using each country’s beans; the more you know, the more you fall in love with the world of coffee.

Above all, what excited the participants the most were the hands-on pour-over coffee sessions and the enjoyable coffee tasting time. In the Korea and China editions, the participants had the opportunity to experience and brew coffee using green and roasted beans produced in each country. They also enjoyed time tasting the brewed coffee together with bread. In the Japan Edition, which focused on the development of coffee extraction tools, participants had the opportunity to explore extraction tools developed in Japan such as Hario, Kalita, and Syphon. They also had the unique experience of brewing coffee using a Syphon. As an instructor passionate about coffee and genuinely loves it, there was a sincere effort to share tips on how to enjoy coffee and make it taste delicious, which was evident for participants. Various factors that determine the taste of coffee, tips on purchasing well-roasted beans, selecting delicious cafes and coffee, and even the knowledge for brewing delicious coffee at home were shared. These were valuable secrets that anyone would benefit from knowing. It was emphasized that fresh ingredients make coffee taste delicious, and finding one’s own taste preference in coffee recipes is more important than following set guidelines. There were also friendly warnings given, such as not consuming over-roasted coffee, similar to how charred food can be harmful. Like a passage from a book that says, “You learn to love, and once you love, you see differently. What you see will not be the same as before,” attending the course was a time to see coffee in a new light and develop a deeper love for it.

In this era, starting the day with a morning coffee and sitting down in a cafe to enjoy aromatic coffee has become a great pleasure in the daily lives of people all around the world. Today, countless people put their hearts into a cup of coffee to sustain their lives. Even with just a cup of coffee, wouldn’t the taste and aroma improve if we know a little more about it and savor it? Through ACC’s Asian Cultural Arts Experience course, “Asian Coffee Road,” we look forward to deepening the taste and aroma of coffee enjoyed in everyday life.