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Amidst the harsh winter days in Seoul, when the biting cold frequently drops to -18 degrees Celsius and people huddle in thick layers of down jackets, a seemingly paradoxical image emerges: hurried footsteps on the streets still carry with them a refreshing iced coffee.
National drink
Americano, a seemingly simple drink, has become an indispensable part of daily life for Koreans. Since 2009, it has consistently held the position of best-selling beverage in the Korean market.
Americano, a seemingly simple drink, has become an indispensable part of daily life for Koreans.
"Even if it freezes to death, I'll still drink an iced Americano!" is a phrase that once became a trend in South Korea, describing the unusual passion of Koreans for iced Americano coffee.
Statistics show that the average South Korean consumed over 250 cups of Americano in 2024, an impressive figure reflecting the strong popularity of this beverage. To meet this growing demand, South Korea imported a record amount of coffee, reaching 201,924 tons (including coffee grounds), according to data from the Korea Customs Service. With this massive amount of imported coffee, it is estimated that South Korea's population of 51 million consumed an average of 260 cups of Americano per person last year, considering a standard cup of Americano contains approximately 15 grams of coffee.
In Seoul, iced Americanos, with a rich espresso shot diluted with pure water and refreshing ice cubes, have become an indispensable culinary icon, a "national" drink of the Korean people. Even more surprisingly, while other warm drinks struggle to compete, iced Americanos effortlessly dominate the market, despite the biting cold of winter.
Koreans are huge fans of iced Americano coffee.
"I only drink this kind of coffee," Lee Ju Eun, an office worker in Seoul, told AFP, her hand still clutching her iced Americano amidst the record-breaking cold snap caused by the polar vortex in January 2023. "Iced Americano is much easier to drink than other types of coffee, and it tastes better. I've always loved this drink, no matter the weather." Even though she was huddled in a thick padded jacket that almost reached her ankles, Lee still shivered from the cold, but her unwavering devotion to her favorite iced coffee remained unshaken.
Lee Dae Hee, an accountant, agrees: "Iced Americano is my only option." He explains, "It contains less caffeine, is easier to drink than other types of coffee, but is still enough to keep me awake and focused on my work."
Koreans hold coffee in high regard. This appreciation and passion for coffee is deeply ingrained in the culture of the Land of the Morning Calm. According to a remarkable 2019 study by the Hyundai Research Institute, Koreans consume an average of 353 cups of coffee per year, an impressive figure that is double the global average.
Drinking this type of coffee has become deeply ingrained in Korean culture.
The close association with coffee has created a unique "coffee culture," with its own distinct language. Iced Americano, the most popular drink, is affectionately called "Ah-Ah," and those addicted to it are known as "Eoljuka"—a humorous slang term derived from the saying, "Even if I freeze to death, I'll still choose an iced Americano."
This phenomenon caught the attention of the South Korean coffee giant Starbucks. They launched a special promotion called the "Ice Challenge," in which "Eoljuka" (those who participated in the Eoljuka challenge) would receive a free upgrade to a larger size cup at the end of January, when temperatures dropped below 0 degrees Celsius. According to Starbucks Korea's statistics, iced drinks accounted for 76% of total sales at their stores in 2022. Even during the freezing January weather, sales of iced Americano (54%) still outperformed hot Americano.
Koreans are passionate about iced Americano despite the cold weather.
"The trend of people consuming goods, food, and beverages regardless of the weather seems to have become a new phenomenon," Park Han-jo, a representative of Starbucks Korea, told AFP. This reflects a shift in South Korean consumption habits, where a preference for a particular beverage transcends weather barriers.
The best-selling coffee at Starbucks Korea.
The appeal of iced Americano isn't limited to the general Korean population; it has spread strongly among artists, K-Pop idols, and famous actors. Even big names like Suga from the global group BTS and Jaemin from NCT Dream can't resist the allure of this refreshing drink, often appearing with an iced Americano in hand.
Thanks to the influence of celebrities, this drink has become more popular.
According to many Koreans, the popularity of iced Americano among celebrities may stem from several factors. First, its relatively low calorie content suits the strict diets of famous people. The moderate amount of caffeine helps them stay alert without causing discomfort. Furthermore, in their busy and stressful lives, a cool iced Americano can help reduce stress and provide a sense of relaxation.
Many artists are huge fans of this drink.
However, the influence of iced Americano doesn't stop there. The image of actors and idols holding iced coffee has become iconic, idealized in the eyes of audiences and fans. Their radiant beauty and fashionable style are further enhanced when combined with this familiar drink. This has created a strong wave of adoration, causing many South Koreans to flock to iced Americano, hoping to experience the feeling of being close to their idols.
Associated with the "ppalli, ppalli" work culture.
In the fast-paced world where time is measured in minutes, the "ppalli, ppalli" (hurry, hurry) work culture has become an integral part of Korean identity. It is in this context that iced Americano has become an ideal beverage choice, far superior to traditional hot drinks.
Unlike hot drinks that require time to savor, iced Americano offers convenience and speed, perfectly suited to the fast-paced work environment of Koreans. A refreshing iced Americano can be easily taken away and consumed quickly, saving precious time. In a competitive work environment where every second counts, the speed and convenience of iced Americano become a key factor in helping Koreans maintain focus and work efficiency.
Compared to hot drinks, iced Americano is more suitable for the "ppalli, ppalli" (hurrying) work culture of Koreans.
Furthermore, iced Americano provides a refreshing and invigorating feeling, helping Koreans cope with work pressure and stress. While hot drinks can feel heavy, iced Americano, with its mild bitterness and coolness, offers a refreshing sensation, helping them recharge and continue working effectively.
With these outstanding advantages, iced Americano has become a symbol of the "ppalli, ppalli" work culture in South Korea, an indispensable drink in the busy lives of the people of the land of kimchi.
