[{"data":1,"prerenderedAt":807},["ShallowReactive",2],{"item:\u002Fcoffee-around-world\u002Fcoffee-south-korea":3,"platform:site":339,"more:\u002Fcoffee-around-world\u002Fcoffee-south-korea":743},{"id":4,"title":5,"aiRevisedAt":6,"authors":7,"body":12,"canonical":262,"category":263,"categorySlugs":274,"cid":275,"cover":276,"description":281,"extension":282,"featured":283,"language":284,"meta":285,"navigation":286,"noindex":283,"ogImage":287,"path":288,"publishedAt":289,"readingMinutes":290,"recipe":262,"related":291,"revisedAt":262,"seo":324,"seoDescription":281,"seoTitle":5,"sortKey":262,"sources":325,"stem":329,"tagSlugs":330,"tags":332,"translations":335,"type":336,"url":337,"__hash__":338},"platformItems\u002Fplatform\u002Fitems\u002F52640.md","From Instant to Artisan: How Specialty Coffee Took Root in South Korea","2026-10-28T17:10:37.000Z",[8],{"name":9,"slug":10,"role":11},"Reese Bennett","reese-bennett","author",{"type":13,"value":14,"toc":258},"minimark",[15,22,25,34,39,42,45,48,53,58,61,64,67,70,75,80,83,86,89,92,97,102,108,111,114,117,120,125,130,133,136,139,144,147,150,153,156,161,164,169,172,175,178,183,188,191,194,197,200,205,210,213,216,219,224,227,230,233,238,243,246,249,252,255],[16,17,18],"p",{},[19,20,21],"em",{},"Global coffee chains have found a comfortable market in South Korea, yet independent cafés with striking design and locally roasted beans are flourishing across the peninsula. Skilled baristas are steering this evolution, responding to trend-conscious Koreans who increasingly seek out high-quality coffee.",[16,23,24],{},"A quiet Saturday morning settles over Seoul’s Itaewon district. Weekend shoppers in long woolen coats wander through this international neighborhood, whose character formed around the largest US military base in South Korea. At this hour, the Korean barbecue joints and bars catering to foreigners are closed, but the door of 5 Extracts is open—a café where Hyun-sun Choi, one of Korea’s most recognized baristas, works. White walls and sparse furnishings give the space an urban vibe. The interior feels bright and contemporary; a yellow counter fronts a lab-like array of stainless steel and glass, all dedicated to brewing the ideal cup.",[16,26,27],{},[28,29],"img",{"alt":30,"height":31,"src":32,"width":33},"south korea",676,"\u002Fuploads\u002Fbb01a7b634a85e8ef86c.webp",1014,[16,35,36],{},[19,37,38],{},"Hyun-sun Choi of 5 Extracts, the 2010 Korean Barista Champion.",[16,40,41],{},"5 Extracts is far from alone. During my brief walk from the subway I passed two other cafés, and from where I stand I can see a Starbucks Reserve directly across the street. Yet Choi is self-assured about his abilities, which have been tested in both domestic and international competitions. He felt confident enough to launch 5 Extracts despite the nearby Starbucks—a daring decision that reflects the rising appetite for specialty coffee in Korea.",[16,43,44],{},"“There weren’t always this many roasteries in Korea,” Choi says, recalling his early years as a barista. Until a few years ago, requesting pour-over coffee at most Korean cafés would have drawn a blank look. But the success of places like Choi’s is shifting local coffee culture and fueling demand from trend-loving Koreans who want the best in gourmet coffee.",[16,46,47],{},"As Choi prepares a cup of Colombian coffee for me, I glance at the hardware on the counter: 2011 World Barista Championship, seventh place; 2010 Korean Barista Championship, first place. While displaying his awards is good for business, Choi is reluctant to discuss them. Still, he acknowledges that such accolades have helped bring Korean baristas into the spotlight, remembering a time not long ago when coffee knowledge on the peninsula was limited to corporate chains and instant products.",[16,49,50],{},[28,51],{"alt":30,"height":31,"src":52,"width":33},"\u002Fuploads\u002F5e32a281ce496cf01172.webp",[16,54,55],{},[19,56,57],{},"A bright-yellow bar anchors the airy, modern feel of the Itaewon café.",[16,59,60],{},"“People looked to the internet and took some influence from other countries,” Choi says of the sudden shift in awareness. “At this point, we’re seeing a Korean style emerge.”",[16,62,63],{},"And a surge in cafés to match. The number of coffeehouses in Korea grew six-fold between 2006 and 2011. By 2015, Seoul alone had over 17,000 cafés, giving the city a higher number of cafés per capita than US coffee hubs like San Francisco and Seattle.",[16,65,66],{},"Like many Korean baristas who entered the trade before the coffee wave, Choi’s interest began abroad. He attended both high school and university in Melbourne, Australia, where he spent considerable time in local cafés. “That’s where my interest started,” he says.",[16,68,69],{},"He returned home and opened a café in Seoul’s artistic Hongdae district, a relaxed shop set in an old Korean home. That café is still thriving, drawing a diverse clientele that includes well-dressed professionals and students looking for a trendy study spot. Choi’s Itaewon location was his attempt at something new, adapted to fit the upscale shops and Starbucks Reserve sharing the street.",[16,71,72],{},[28,73],{"alt":30,"height":31,"src":74,"width":33},"\u002Fuploads\u002F2160dfdf50a76567d9d2.webp",[16,76,77],{},[19,78,79],{},"Eclectic furniture and warm wood tones give the Hongdae location of 5 Extracts a homey atmosphere.",[16,81,82],{},"Now, after multiple awards and two cafés, he is content brewing what he enjoys and hopes his customers share his enthusiasm.",[16,84,85],{},"“It’s not my style to enter a contest every year. I’d rather wait until I find a great bean I want to introduce,” Choi says. He speaks eagerly about flavor and complexity, determined to extract all five flavors—or 5 Extracts—from every bean he roasts: sweetness, acidity, body, bitterness, and aromas. “Balance is the most important thing,” he explains.",[16,87,88],{},"Though Choi began his coffee career in Australia, Koreans can now access world-class coffee education in their own cities. Academies across the country teach cupping, roasting, and proper milk-pouring techniques.",[16,90,91],{},"For some young Koreans, burdened by grueling educational schedules and fierce competition for entry into good schools, the dream of becoming a barista has replaced that of doctor or teacher. For others, it has become a viable second career option.",[16,93,94],{},[28,95],{"alt":30,"height":31,"src":96,"width":33},"\u002Fuploads\u002Fea4b5d2d52fab74a9c1c.webp",[16,98,99],{},[19,100,101],{},"Haksan draws on local character to design each of its Terarosa cafés.",[16,103,104],{},[105,106,107],"strong",{},"A Growing Enterprise",[16,109,110],{},"When Yongdeok Kim first entered the coffee business fifteen years ago, he barely knew anything about beans. Today he runs a $17 million operation focused on specialty coffee, called Haksan roasting company.",[16,112,113],{},"Kim founded the roastery in 2002 at age forty, after twenty-one years as a bank branch manager.",[16,115,116],{},"Based in Korea’s quiet, mountainous Gangwon-do province, Haksan supplied beans to hotels, upscale restaurants, and gourmet coffee shops. Then in 2012, after word of their superior roasting spread, they opened Terarosa, their first café.",[16,118,119],{},"Haksan now operates eleven Terarosa café locations across the country, with plans to expand into China.",[16,121,122],{},[28,123],{"alt":30,"height":31,"src":124,"width":33},"\u002Fuploads\u002Fe2b620d892b878cb96df.webp",[16,126,127],{},[19,128,129],{},"Terarosa has eleven cafés across Korea and plans to open a shop in China.",[16,131,132],{},"“The first key to our success has been quality,” Kim says. “We started off distributing . . . so quality was always number one. Our employee training is also pretty thorough; we teach them to strike a balance between coffee expertise and good service.”",[16,134,135],{},"At first glance, the baristas at Terarosa resemble those at any other Korean chain: gray berets, identical aprons, name tags. But look over the counter and you’ll find baristas with deep knowledge of their beans and keen attention to detail, timing their blooms with steady hands for a long line of customers.",[16,137,138],{},"“Slowly, but quickly,” Kim says is the motto he envisions for their cafés. “Our goal is to be the Hermès of the coffee world.”",[16,140,141],{},[28,142],{"alt":30,"height":31,"src":143,"width":33},"\u002Fuploads\u002Fa26b21cbe9ec4b81ff5c.webp",[16,145,146],{},"His reference to the premium fashion brand as a benchmark is admirable, and at this point, Terarosa seems to be right on track.",[16,148,149],{},"The interiors of their eleven cafés all share a similar feel, with rustic furniture and concrete floors a common theme. But each location has a uniqueness that draws on the local character.",[16,151,152],{},"“Each café we open has its own concept. The culture is the same, but they all express it in a different way,” Yongdeok says.",[16,154,155],{},"Their Busan location is a perfect example, reflecting the city’s local character in its design.",[16,157,158],{},[28,159],{"alt":30,"height":31,"src":160,"width":33},"\u002Fuploads\u002F821471e3834005e25863.webp",[16,162,163],{},"Korea’s city by the sea, Busan is the country’s second-most populous city and home to the world’s fifth-largest shipping port (by cargo tonnage). Terarosa captured the city’s industrial history by purchasing space in an abandoned steel warehouse and transforming it into a sprawling café, decorated with retired machinery from its steel-making past.",[16,165,166],{},[105,167,168],{},"THE POWER OF AESTHETICS",[16,170,171],{},"Touring the trendy coffee spots in Seoul, there’s reason to believe it isn’t just the coffee, but the cafés themselves that are driving Korea’s coffee craze. Home brewing hasn’t seen nearly the same growth spike as coffee shops. In a space-starved country, these wide-open, professionally designed cafés have become indispensable social centers; a place for first dates, anniversaries, and birthdays.",[16,173,174],{},"Cafés like Terarosa represent a changing landscape where design and quality are equally important. The shop’s industrial interior is a haven for die-hard Instagrammers, but Terarosa has also built a reputation on quality.",[16,176,177],{},"“When we first opened, 95 percent of people were still drinking instant coffee. Then Starbucks landed here, which had a huge impact on Korean coffee culture,” Kim says. “Three years later there were so many roasteries you couldn’t even count them. Recently we’ve seen the number of shops with good coffee and good design rise significantly.”",[16,179,180],{},[28,181],{"alt":30,"height":31,"src":182,"width":33},"\u002Fuploads\u002F6c5bff0153f054405265.webp",[16,184,185],{},[19,186,187],{},"A barista prepares coffee for eager Momos customers.",[16,189,190],{},"As Terarosa looks to expand even further, eyeing markets in China and the Middle East, they’re counting on quality to set them apart.",[16,192,193],{},"Another Busan staple, Momos Coffee, also looks to quality to build loyalty with customers. The city’s poster child for gourmet, ethically sourced coffee, Momos first opened in 2007 as a take-out booth on a quiet uptown street.",[16,195,196],{},"“Now we’ve got two full floors, a bakery, a roastery, and a coffee academy,” says Hyun-ki Lee, owner and founder of Momos.",[16,198,199],{},"He leaves out the two balconies, take-out window, and statue-filled bamboo garden. With its natural hardwood and traditional Korean roof, you could almost mistake Momos for a temple. Then you spot the constant flow of people carrying take-out cups and bags filled with baked goods. “These days our café gets around 1,000 guests a day,” Lee says.",[16,201,202],{},[28,203],{"alt":30,"height":31,"src":204,"width":33},"\u002Fuploads\u002F7f413bdef598a41efaca.webp",[16,206,207],{},[19,208,209],{},"Momos statue garden welcomes guests to the coastal café.",[16,211,212],{},"The roastery and bakery are both housed in their own temple-esque buildings, with glass walls on each to showcase bakers kneading dough or the roasters obsessing over their beans. There’s no question that atmosphere is part of the reason for Momos popularity, but they’re also serious about quality.",[16,214,215],{},"“I think people’s attitude toward coffee has changed a lot. There’s a lot more interest in quality now. Coffee culture from America, Europe, and Japan came in and spread quickly. Korean people are enthusiastic about new things,” says Lee. “When we find something good, we try to mirror it.”",[16,217,218],{},"He’s been a barista and café owner through the Korean coffee market’s biggest changes, watching Korea transform from a country of primarily instant coffee consumers, through a market dominated by franchises, to a population thirsty for quality coffee with baristas who know how to find it.",[16,220,221],{},[28,222],{"alt":30,"height":31,"src":223,"width":33},"\u002Fuploads\u002Ff8fd81ab3222006c6b35.webp",[16,225,226],{},"Lee first started training in 2008 in neighboring Japan, a country respected by Korean baristas for its comparatively long history with specialty coffee. In 2009 he traveled to the United States, where he earned his Q Grader and SCAA Cupping Judge certificate. According to Lee, this is where he learned about coffee marketing, forming the basis for a business back in Korea.",[16,228,229],{},"“I also learned a lot about consumerism and coffee production areas. Even now I still visit the farms we trade with every year,” he says.",[16,231,232],{},"Lee is invested in coffee’s future, and is looking to build a community from farmer to customer. You can see that long-term focus at work inside the café. The staff at Momos is upbeat and on top of their game. Everyone from the bakery to the front counter shares Lee’s passion for the café, an energy palpable from the moment you walk in the door.",[16,234,235],{},[28,236],{"alt":30,"height":31,"src":237,"width":33},"\u002Fuploads\u002Fa130178117e21090ba16.webp",[16,239,240],{},[19,241,242],{},"Momos’ take-out window caters to customers who are in a hurry.",[16,244,245],{},"“Most of our staff has been here a long time,” Lee says. “We want to keep making their lives better, so we think about their work environment and their welfare. This is what gives our employees motivation and helps us to grow.”",[16,247,248],{},"When I ask Lee about his plans for the future, he says major expansion isn’t his vision for Momos.",[16,250,251],{},"“We’re still focusing on staying true to the basics, and putting in the effort to keep our customers and suppliers happy,” he says. “We think expanding might not fit our local business goals. Maybe we’ll get involved in some local art projects, or some community development.”",[16,253,254],{},"All this talk with Lee about coffee makes me thirsty, so I order a cup of the Costa Rican coffee. I walk through a crowd of excited coffee drinkers in their element. It’s busy, and seats are scarce, so I take my coffee outside to the garden. A natural flavor in a natural setting—a fitting end to this coffee journey down the peninsula.",[16,256,257],{},"Coffee’s journey through Korea has been swift, but with cafés like Momos, it has reached a place where taste, service, and sustainability are held at high value. Rapid growth has inspired a new generation of Koreans who are passionate about their work, take quality and customer service seriously, and are leading the charge for the continued transformation of the country’s coffee culture.",{"title":259,"searchDepth":260,"depth":260,"links":261},"",2,[],null,{"slug":264,"name":265,"path":266},"coffee-around-world","Coffee Around the World",[267,270,273],{"slug":268,"name":269},"coffee-tea","Coffee & Tea",{"slug":271,"name":272},"coffee-culture","Culture & Opinion",{"slug":264,"name":265},[268,271,264],52640,{"src":277,"srcset":278,"width":33,"height":279,"alt":280},"\u002Fuploads\u002F925d3e29ed55dc0f1a0f.webp","\u002Fuploads\u002F5dde7c025d34424a0426.webp 400w, \u002Fuploads\u002Fd19e66f37f7efa2cd4d5.webp 800w, \u002Fuploads\u002F925d3e29ed55dc0f1a0f.webp 1014w",576,"The Road to Coffee through South Korea","Independent cafés and local roasters are reshaping Korean coffee culture, driven by award-winning baristas and a design-conscious 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