웹툰에 나타난 커피의 속성 연구

A Study on the Properties of Coffee in Webtoon

This study analyzed the properties of coffee in related webtoons, considering that coffee-related webtoons often deal with unique social phenomena such as youth problems in our society. The business environment of the coffee industry is getting fiercer day by day. Due to this, a marketing strategy through webtoon marketing using webtoon, which has recently been attracting attention, is being carried out. As a result, webtoons became the representative contents of K-contents and even acquired a reputation as K-webtoons. In addition, webtoons dealing with coffee-related subjects or issues using the properties of coffee are increasing. In a situation where coffee PPL and coffee-related webtoons are gradually expanding, this study analyzed the coffee properties shown in coffee-related webtoons. In particular, the reason why Korean webtoons chose ‘coffee’ as a material is that coffee is one of the familiar favorite drinks in all cultures. So, because it is a beverage that can be easily accessed anytime and anywhere, coffee was easily used as a webtoon material. Analyzing ‘coffee’ in webtoons around the world, it is confirmed that various properties of coffee are being used. Therefore, the meaning of consuming coffee is not simply a matter of personal taste or beverage choice, but a sign of social identity. As a result of analyzing the coffee properties shown in domestic coffee-related webtoons, four properties were derived: warmth, healing, comfort and courage of coffee. Academic and practical implications related to the four coffee attributes in coffee-related webtoons were presented. This study sought the sustainable development direction of the Korean coffee industry by paying attention to the role of coffee in webtoons using coffee attributes to raise problems or indirect solutions to social problems through the study of the properties of coffee in webtoons.