[Report] Korea's Largest Coffee Festival 'Bukjeok Bukjeok' Bustling

The 22nd Seoul Cafe Show Held Across COEX Venue
675 Companies from 36 Countries and 3,750 Brands Participate
Diverse Events Including Showcase, 'Coffee Alley', Campaigns, and Forums
For All Ages and Genders... Aspiring Entrepreneurs and Coffee Enthusiasts Alike

“Can you live on just coffee? These days, the trend is highball.”

“Have a healthy and stomach-friendly glass of barley before you go.”

On the 8th, visitors are tasting beverages from an exhibitor at the 22nd Seoul Cafe Show held at COEX in Gangnam-gu, Seoul. Photo by Heo Young-han

On the 8th, the 22nd Seoul Cafe Show, which opened spectacularly throughout COEX Mall in Gangnam-gu, Seoul, was a comprehensive event covering all food and beverage sectors, from aromatic coffee to sweet milk tea, fruit juices, grain drinks, cakes, whiskey, wine, tteokbokki, and pizza. The venue was packed with visitors eager to gain information on the latest coffee and food and beverage industry trends, ranging from consumers carrying shopping bags on their shoulders to prospective entrepreneurs pulling large wheeled suitcases.

Upon entering the first floor of COEX, 73 participating roastery cafes operated a program called ‘Coffee Alley,’ which recommends personalized coffee beans and brands to visitors, capturing their attention. After a simple survey, the program selects coffee that suits the individual, which the organizers explained aligns well with the latest consumer trend emphasizing personal individuality, a sentiment commonly shared by visitors.

On the 8th, at the 22nd Seoul Cafe Show held at COEX in Gangnam-gu, Seoul, a manufacturer selling non-alcoholic highball ingredients is showcasing products at their booth. Photo by Moon Hyewon

Not only coffee but also tea, juice, bakery, and alcoholic beverage booths, which can be sold alongside coffee, were very popular.

Lee Young-ji (49), a self-employed individual running a personal cafe in Yongin-si, Gyeonggi-do, said, “Since I was only selling coffee, lattes, and ade varieties monotonously, I felt limited in increasing sales, so I came to this expo to find good suppliers who can provide bread, cakes, and desserts together.” She added, “There were many tasting opportunities, so I could try many companies’ products directly and receive detailed consultations, which made it a great opportunity.”

On the 8th, prospective entrepreneurs are receiving startup consultations at an unmanned cafe booth at the 22nd Seoul Cafe Show held at COEX in Gangnam-gu, Seoul. Photo by Moon Hyewon

Among prospective entrepreneurs, interest in unmanned cafes was particularly high. Unmanned cafes reduce operational burdens due to relatively lower labor and rental costs, making them especially preferred by beginners trying to start a business for the first time. The increase in consumers favoring contactless transactions during the COVID-19 pandemic has further activated the unmanned industry.

A sales team leader of an unmanned cafe brand hinted, “As more people feel it is difficult to cope with rising loan interest rates and living costs on just their salary, many come to inquire about opening an unmanned cafe as a side job.”

Meanwhile, this year’s Seoul Cafe Show is held over four days until the 11th under the theme ‘Together Anew.’ It marks the largest scale ever, with 675 companies and 3,750 brands from 36 countries worldwide participating, including coffee-producing regions such as Brazil, Ethiopia, and Colombia, as well as Germany, France, Australia, and Japan.