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Korea Coffee Market
TERAROSA Coffee
YUNSON, LEE
The evolution of coffee industry in south Korea
1968 Dong Su Food start to produc
e Coffee (Instant coffee)
1950 Korean War
1999 Starbucks coffee in Seoul
2000~ Espresso, Takeaway coffee spread
Coffee among the Korea Drink Market
53% 10%
8%
4%
4%
21% Coffee
Milk&Say milk& Cocoa Soft Drink
Jucy
Green Tea
ETC
Korea coffee market Total: $4.130 Billion(from Nielsen Korea/2012)
39%
37%
24%
Instant Coffee shop business RTD(Ready to Drinks)
2007-2012 Korea coffee market (265% Growing)
1.558 1.913
2.352
2.937
3.691 4.13
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
2007 2008 2009 2010 2011 2012
$ Billion
Korea coffee Market Portion
0%
20%
40%
60%
80%
100%
2007 2008 2009 2010 2011
54 52 48 43 39
18 19 22 24 24
28 29 30 33 37
Instant RTD Coffee shop business
2006
2013
Total Number of Co
ffee shops
1,600
15,000
5 Major brand Number of
Coffee shops
1,500
2,700
Number of Coffee shops in South Korea
Major brand Numbers Sales (M$)
Pro3it (M$)
Starbucks(US) 554 369 23
Café Bene(Domestic) 811 199 9
Coffee Bean(US) 244 130 4
TOM&TOMS(Domestic) 360 59 6
Hollys(Domestic) 396 54 5
Numbers of Major brand Coffee shops in South Korea(2012)
What kinds of coffee… Best Selling: Americano-Espresso+ Hot water
Using Blend Coffee
What kinds of coffee… 2. Hand Drip-single origin
Coffee price in Korea
• One cup of Americano as average: $4
• Coffee price $1.5-$7
• Most expensive : Around $30 (per cup/at the hotel)
From 2007 to 2011 (10g per cup & over 20 years old only)
247 289 281
309 338
2007 2008 2009 2010 2011
number of Cup
Number of Cups (per Capital & per year)
2000 2013(55% Growing)
313 484
Korea Coffee importing (2011, from Korea custom)
• Total: 130,000(t) -(green bean, a crude article, roasted bean )
• $ 717million
• Quantities: 44% up(Comparing to 2007)
• Total Payment:211% up(comparing to 2007)
• Total coffee market growth: 3times.
Market Change(2007-2011)
• A Crude Article: 3.9%-> 6.5%
• Roasted Coffee: 2.8%->4.2%
• Green Bean: 93.8%->89.3%
Coffee importing
91 107 105 117 130
231
331 311
416
717
2007 2008 2009 2010 2011
Ton $(Million)
Change of Coffee importing(%)
93.3 91.2 91.9 91.5
89.3
2.8
2.9 3.4 3.8
4.2
3.9 5.9 4.7 4.7
6.5
2007 2008 2009 2010 2011
Green bean Roasted bean Crude Article
Importing of green bean(Ton)
79,377 74,420 81,569 83,327 84,931 84,543
97,820 96,926 107,148
116,395
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Importing of green bean($:Million)
63.633 71.451 86.347 129.086 146.719
177.825
252.052 234.036
316.068
528.085
0
100
200
300
400
500
600
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
$(Million)
Roasted bean importing(ton)
814 803 1034 1211 1610
2520 3080
3533
4471
5438
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Ton
Roasted bean importing($:Million)
7.437 7.09 9.598 11.47 15.997
26.058 37.049
42.209
55.531
90.526
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
$(Million)
Top 10 Countries of green bean importing(T/1995-2012)
500,824
211,822 174,899 151,366 145,015
88,581 47,110 31,622 18,601 18,147
Ton
Top 10 Countries of green bean importing($ Million 1995-2012)
692.584 596.016 588.862
439.197
198.621 276.385
72.776 85.155 72.985 72.045
$(million)
0
500
1,000
1,500
2,000
2,500
3,000 19
95
1996
19
97
1998
19
99
2000
20
01
2002
20
03
2004
20
05
2006
20
07
2008
20
09
2010
20
11
2012
Tons
Changes in Costa Rican beans export to South Korea
0
2,000
4,000
6,000
8,000
10,000
12,000 19
95
1996
19
97
1998
19
99
2000
20
01
2002
20
03
2004
20
05
2006
20
07
2008
20
09
2010
20
11
2012
$1,000
Changes in Costa Rican beans export to South Korea
16,987
10,274
6,392 5,938 3,840
1,986 1,155 932 925 601
Tons
Top 10 Export Countries of Green beans to South Korea (2013 First half)
Image of Cost-Rica coffee in Korea
• Very Well Known Name for the Public
• Expensive coffee for Commecial section
• Nothing new or special for Specialty Section
New stream in Korea
• Move from Instant to fresh roasted coffee
• Begin to think of coffee quality
• Want to know traceability and social responsibility
