Explore Korea's Iced Americano culture and why Paik's Coffee, founded by Baek Jong-won, is the choice for affordable, high-quality caffeine
1. Paik's Coffee and the Classic Americano
When you walk through the bustling streets of South Korea, one color frequently catches your eye: a bright, energetic yellow.
This is the hallmark of Paik's Coffee, or Paik Dabang (빽다방), a franchise founded by the legendary celebrity chef and entrepreneur Baek Jong-won. Known for his approachable personality and culinary expertise, Baek Jong-won designed this brand to offer coffee at prices that don't break the bank.
A standout feature of Paik's Coffee is the sheer volume of their servings. A massive cup of their signature Iced Americano costs only 3,300 KRW. Given the current exchange rate of approximately 1,450 KRW per USD, this equates to roughly $2.28.
In a world where specialty coffee prices are soaring, Paik's provides a refreshing alternative that prioritizes value and accessibility.
But what exactly is an Americano?
At its core, it is a simple yet bold beverage made by diluting shots of espresso with hot water—or in the case of the Iced Americano, pouring it over a generous amount of ice. While the drink originated as a way to mimic the strength of drip coffee for American soldiers during World War II, it has evolved into a global phenomenon, finding its most passionate fanbase in the heart of Seoul.
2. Eoljuk-ah: The Frozen Soul of Korean Coffee Culture
In many parts of the world, iced drinks are reserved for the sweltering heat of summer. However, in South Korea, the Iced Americano is a year-round staple.
This has given birth to a unique cultural movement known as Eoljuk-ah (얼죽아), an abbreviation of a phrase that translates to: "Even if I freeze to death, Iced Americano."
If you browse platforms like Reddit or Instagram, you will find countless threads from expats and tourists baffled by the sight of Koreans holding tall cups of ice-cold coffee while dressed in thick padded winter coats during sub-zero temperatures.
On social media, the Iced Americano is often joked about as the true national drink of Korea.
Global observers often point out that this obsession transcends simple taste. It has become a meme and a badge of resilience. Online communities often discuss how the cold temperature provides a sharp, immediate wake-up call that hot coffee simply cannot match.
Whether it is a snowy morning in January or a rainy afternoon in November, the clicking sound of ice cubes in a plastic cup remains a constant soundtrack to Korean daily life.
3. More Than Just Caffeine: A Life Companion
Why do I personally reach for an Iced Americano even when the wind chill is biting?
For me, it is about the sensory experience. Even in the dead of winter, I find that a cold drink keeps my mouth and throat feeling refreshed. There is a specific cleanliness to the palate that only an iced version can provide, stripping away the heaviness of a meal or the sluggishness of a long afternoon.
While the caffeine kick is a practical benefit, I do not always feel the physiological jolt as intensely as others might. Instead, the drink has become a psychological anchor. As I have progressed through my professional life, I have realized that the Iced Americano is no longer just a beverage choice; it is a life companion.
In the fast-paced social and professional environment of Korea, this drink serves as a reliable partner that helps you stay sharp and present. It is a symbol of the modern lifestyle—efficient, cooling, and always ready to go. It represents a small, affordable luxury that makes the daily grind just a little more manageable.
To put it simply, I think the result reflects the bitterness and cleanliness that Koreans like, rather than just delicious. People who drink Molon espresso often ask why they drink dirty water.
Anyway, I think Korean americano is very interesting in many ways. In Korea, we don't know how it is seen by foreigners.
0 Comments