In the bustling landscape of South Korea’s vibrant cafe culture, where coffee reigns supreme, a new contender is emerging to challenge the status quo. Known as the “coffee republic,” South Korea has long been synonymous with a deep-seated love for coffee, with the average adult consuming a staggering 405 cups annually, according to 2023 statistics. However, amidst the aroma of freshly brewed espressos and the hiss of milk frothers, a shift is underway as tea, particularly Chinese milk tea, gains popularity among Korean millennials and Gen-Zers.
From the vibrant streets of Myeongdong to the trendy enclaves of Hongdae, tea is swiftly becoming the beverage of choice for the younger demographic. This trend is significantly fueled by the rise of milk tea brands originating from Taiwan and mainland China, with Gong Cha leading the charge. With heartthrob actor/model Lee Jong-suk as its ambassador, Gong Cha has witnessed a meteoric rise in popularity, boasting 240 stores across South Korea. Notably, Korean investors acquired approximately 70% of the company’s shares in 2017, further solidifying its presence in the Korean market. Inspired by Gong Cha’s success, other milk tea brands, such as ChaPanda (茶百道), have also made inroads into South Korea, diversifying the tea landscape.
The shift towards tea consumption is, in part, attributed to the increasing emphasis younger generations place on healthy lifestyles. Tea has evolved beyond a mere beverage to encompass health and beauty benefits, with offerings ranging from “beauty teas” to “anti-inflammatory brews.” Responding to evolving consumer preferences, tea brands have introduced healthier product lines, catering to a demand for natural and unprocessed teas. Data from leading South Korean coffee chain Ediya indicates a notable surge in sales of floral and fruit teas, as well as traditional Korean teas like ginger and schisandra, underscoring the growing preference for wholesome alternatives.
While the rise of tea may seem unexpected in a nation synonymous with coffee culture, it is not entirely surprising. Tea holds a significant place in Korean traditional culture, and coffee serves as a social catalyst, with cafes being vital hubs for socializing. Therefore, the transition from coffee dominance to tea fascination is a natural evolution, facilitated in part by the influx of Chinese milk tea brands into the Korean market.
