In the midst of harsh winter days in Seoul, when the bitter cold often causes temperatures to drop to -18 degrees Celsius, and people have to huddle in thick layers of down jackets, a seemingly paradoxical image appears: hurried footsteps on the street still carrying a cup of cold iced coffee.
National drink
The seemingly simple Americano has become an indispensable part of Koreans' daily lives. Since 2009, it has consistently maintained its position as the best-selling beverage in the country.
Americano, a seemingly simple drink, has become an indispensable part of Korean people's daily lives.
“Even if I freeze to death, I will still drink iced Americano!” is a saying that once became a trend in Korea, to talk about the strange passion of Koreans for iced Americano coffee.
Statistics show that the average South Korean consumed more than 250 cups of Americano in 2024, an impressive figure that clearly reflects the special love for this drink. To meet the 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 huge 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 that a standard cup of Americano contains about 15 grams of coffee.
In Seoul, iced Americanos, a strong shot of espresso diluted with purified water and ice cubes, have become a culinary icon, a "national" drink of the people of the land of kimchi. What's even more surprising is that, while other hot drinks struggle to compete, iced Americanos still dominate the market, despite the bitter cold of winter.
Koreans are "crazy fans" of iced Americano coffee.
"I only drink this coffee," Lee Ju Eun, an office worker in Seoul, told AFP, her hand still on her iced Americano amid the record-breaking cold caused by the polar vortex in January 2023. "Iced Americano is much easier to drink than other coffees, and it tastes better. I always love this drink, no matter the weather." Despite being huddled in a thick padding that almost reached her ankles, Lee was still shivering from the cold, but her determination to drink her favorite iced coffee was unwavering.
Lee Dae Hee, an accountant, agrees: “Iced Americanos are my only choice.” He explains, “They contain less caffeine, are easier to drink than other coffees, but are still enough to keep me awake and focused on work.”
Koreans take coffee very seriously. The appreciation and passion for coffee is deeply ingrained in the culture of the land of kimchi. According to a remarkable study by the Hyundai Research Institute in 2019, South 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 relationship with coffee has created a unique "coffee culture" with its own language. The most popular drink, the iced Americano, is affectionately called "Ah-Ah", and its addicts are called "Eoljuka" - a humorous slang derived from the saying "Even if I freeze to death, I'll still choose an iced Americano".
This phenomenon has caught the attention of coffee giant Starbucks Korea, which has launched a special promotion called the “ice water challenge” in which “Eoljuka” will be given a free upgrade to a large cup in the last days of January, when the temperature drops below zero degrees Celsius. According to Starbucks Korea statistics, iced drinks account for 76% of total sales at their stores in 2022. Even during the cold spell in January, iced Americano sales (54%) still outstrip hot Americanos.
Koreans love iced Americano despite the cold weather
"It seems to be a new trend for people to consume goods, food and drinks regardless of the weather," Park Han-jo, a representative of Starbucks Korea, told AFP, reflecting a change in Korean consumption habits, where the love for a beverage has transcended weather barriers.
Best-selling coffee at Starbucks Korea
The appeal of iced Americano is not only limited to the Korean community, but has also spread strongly to the artist community, K-Pop idols and famous actors. Famous names such as Suga from the global boy band BTS or Jaemin from NCT Dream cannot resist the charm of this cool drink, often appearing with a glass of iced Americano in hand.
Thanks to the influence of celebrities, this drink has become more popular.
According to many Koreans, the love of artists for iced Americano can come from many factors. First, the relatively low calorie content of this drink fits the strict diet of celebrities. The moderate amount of caffeine helps them stay awake without causing discomfort. Moreover, in a busy and stressful life, a cool glass of iced Americano can help reduce stress and bring a feeling of relaxation.
Many artists are crazy fans of this drink.
However, the influence of iced Americano does not stop there. The image of actors and idols holding a glass of iced coffee has become a symbol, idealized in the eyes of audiences and fans. Their radiant beauty and trendy style are further enhanced when combined with this familiar drink. This has created a strong wave of admiration, causing many Koreans to flock to iced Americano, hoping to experience the feeling of being close to their idols.
Associated with the “ppalli, ppalli” working culture
In a fast-paced life where time is measured in seconds, the “ppalli, ppalli” (hurry, hurry, hurry) work culture has become an integral part of the Korean identity. In this context, the iced Americano has become an ideal beverage choice, far superior to traditional hot drinks.
Unlike hot drinks that take time to enjoy, iced Americano offers convenience and speed, suitable for the urgent working pace of Koreans. A cool glass of iced Americano can be easily carried and consumed quickly, helping to save precious time. In a competitive working environment where every minute counts, the speed of iced Americano becomes a key factor, helping Koreans maintain focus and work efficiency.
Compared to hot drinks, iced Americano is more suitable for the Korean working culture of "ppalli, ppalli" (hurry, hurry, hurry).
Moreover, iced Americano also brings a refreshing, alert feeling, helping Koreans cope with the pressure and stress at work. While hot drinks can cause a heavy feeling, iced Americano with its light, cool bitter taste brings freshness, helping them recharge and continue working effectively.
With these outstanding advantages, iced Americano has become a symbol of the "ppalli, ppalli" working culture in Korea, an indispensable drink in the busy life of the people of the kimchi land.
