Coffee consumption in Korea and Japan: An analytical study

The purpose of this study is to examine the coffee consumption patterns and behaviors of Korea and Japan and compare between the two countries in line with the rising consumption patterns of coffee for Asia. This study was analyzed through a qualitative research on the coffee consumers of Korea and Japan. Previous studies on the coffee consumption patterns of the countries or consumer behaviors were analyzed. The role coffee played in the society of these two countries were examined. The results show that each country was unique in its emphasis of coffee in the society and how they were shaped by it. Asia was shown to be one of the fastest growing consumers in terms of coffee consumption compared to other continents. Consumption of coffee and its frequency was varied by the demographic age groups as well as gender, whereas Korea was more influenced by the coffee shops and international brands. It is of significant interest to marketers that the rise in coffee consumption is the fastest for Asia compared to other regions, and methods of tailoring to the different demands of consumers based on country and their respective cultures should be pursued in the future.