Explore Korea's unique Iced Americano culture and the massive presence of football star Son Heung-min as the face of MGC Coffee across the country
1. The Unyielding Spirit of Eol-juk-ah: Korea’s Iced Coffee Obsession
If you spend any significant time in South Korea, you will quickly notice a peculiar sight that defies the laws of thermodynamics.
Even when the Siberian winds howl through the skyscrapers of Seoul and temperatures plummet well below freezing, the streets remain filled with people holding transparent plastic cups filled with ice.
This is the heart of the Eol-juk-ah (얼죽아) movement—an abbreviation for "Even if I freeze to death, Iced Americano" (얼어 죽어도 아이스 아메리카노).
For Koreans, the Iced Americano (commonly referred to as "AA") is more than just a beverage; it is a cultural staple and a daily necessity. Whether it is the need for a quick caffeine hit to survive the fast-paced "Ppalli-ppalli" (hurry-hurry) lifestyle or simply the refreshing sensation of cold liquid after a spicy meal, the iced version reigns supreme.
Statistics often show that even in the dead of winter, iced drinks outsell hot ones by a significant margin. It is a testament to a national preference for crisp, clean flavors that wake up the senses regardless of the external environment.
2. Mega MGC Coffee: A Landmark Featuring the Face of Son Heung-min
When discussing the most accessible and popular coffee spots in Korea, Mega MGC Coffee (메가MGC커피) inevitably leads the conversation.
While the brand is celebrated for its generous portions and affordable pricing, there is one visual element that has become inseparable from the store's identity: the presence of Son Heung-min (손흥민).
As the official brand model, the legendary captain of the Korean national football team and star forward for Los Angeles FC is everywhere.
You don’t just go to Mega Coffee for a drink; you are greeted by his life-sized cutouts at the entrance and his face on the cup sleeves and promotional banners.
His image adds a layer of national pride and energetic vibrance to the store atmosphere
It is one of the famous cafe franchises in Korea, and these days, it is also a yellow megacoffee that you can meet when you visit Korea in various neighborhoods (from Seoul to Busan).
There are a few more that are similar.
3. The Winter Struggle: When Even the Toughest Eol-juk-ah Falter
I have always considered myself a loyalist to the Iced Americano cause. There is something undeniably satisfying about hearing the ice cubes clinking against the plastic while walking through a snowy park.
It makes you feel invincible, like you are part of a shared secret society of cold-resistant coffee lovers.
However, lately, I’ve had some "sad-but-funny" moments of self-reflection. These days, when the wind chill hits that certain level of bone-deep cold, my hand starts to ache as it grips the icy cup.
I find myself looking at my Iced Americano and then at the steam rising from someone else's hot latte with a confusing mix of respect and betrayal.
I’ve even caught myself ordering a hot drink just so I can use it as a hand warmer.
It’s a bit of a bittersweet realization—I might finally be getting older.
I see the younger crowd around me still going strong with their venti-sized iced cups, seemingly immune to the frostbite, and I can't help but feel a little "old" for needing that warmth.
I’m not the only one, though. You often see people in cafes staring intensely at their iced coffees, shivering slightly, as if they are in a battle of wills with the weather.
Anyway, what I personally feel when I'm at a cafe like this is that Korean cafes are very good.
If you come to Korea in a cheap and interesting atmosphere, wouldn't it be good to visit these cafes? I think.
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