"The Best Taste Right Now"... 1000-Won Espresso Drunk in the Printing Alley [Euljiro Rotary]

⑦ 8-pyeong Roastery Cafe 'The Daily Cafe In Jiro'
"Affordable but Serving High-Quality Espresso"

Editor's NoteEuljiro is also known as 'Hipjiro.' Although the area presents a chaotic scene with old buildings and alleyways mixed with reconstruction, it offers a unique charm in that the past and present overlap. Once facing a crisis due to industrial decline, Euljiro's vitality was revived as young people continued to visit. We meet those who have established Euljiro's distinctive sensibility and those striving to carry on its legacy to envision the future of the city.

As the rich aroma of coffee filled the shop, a cup of espresso topped with a thick golden crema was completed. Joo Cheolhong (52), owner of 'The Daily Cafe in Euljiro,' located in a corner of an alley in Euljiro, Seoul, urged customers to drink quickly, saying, "It's best right now."

In an interview with Asia Economy on the 6th, Mr. Joo said, "The life of coffee is its aroma," adding, "With fresh beans and freshly extracted espresso, you can enjoy a flavorful crema." He explained, "However, in cold drinks, the crema, which is an oily component, dissipates quickly. As the weather gets warmer, customers look for cold beverages, but I tell them to drink quickly so they don't miss the flavor and texture that freshly made crema provides."

Jucheol Hong (52), owner of 'The Daily Cafe in Euljiro,' a cafe in Euljiro, Seoul, is talking with a customer. Photo by Seulgi Yoon

Mr. Joo has worked in the coffee industry for 15 years but has only been settled in Euljiro for two years. He opened his shop with the operating philosophy of 'selling delicious coffee at an affordable price.' The Daily Cafe in Euljiro is known as the 'Euljiro cost-effective espresso.' It has a high satisfaction rating, receiving a 4.9 score on Google and Kakao Maps, which are highly trusted among 'pro foodies.' The price is also reasonable; while espresso at nearby small roastery cafes costs around 4,000 KRW, this shop's espresso is priced at 1,850 KRW.

Mr. Joo said the reason he insists on 'affordable coffee' is due to the regional characteristics of Euljiro. He said, "Before starting the business, I heard that the average wage of workers in Euljiro is the lowest within the Four Great Gates area. I think it's because there are many small printing shops." He added, "Moreover, I had a strong desire to protect the precious lunch time of office workers. Lunch time is the only time office workers can have a proper meal, and if coffee is affordable, they can spend a little more on better food," he said.

Jucheol Hong (52), owner of The Daily Cafe in Euljiro, Seoul, is making an espresso. Photo by Yoon Seulgi

"Always, for Everyone, Every Day"…Wholehearted Commitment to Quality, Affordable Coffee

Taste and price. His cafe operation strategy is clear. To reduce costs, he rented a small space of about 8 pyeong (approximately 26.4 square meters) but boldly invested in coffee quality. He purchased a coffee roaster costing around 24 million KRW, equivalent to the cafe interior cost, to roast beans, and an espresso machine costing about 18 million KRW with optimized pressure settings to extract espresso. With the goal of "delicious coffee that anyone can comfortably enjoy anytime, every day," he continuously researches the coffee market. Mr. Joo said the current popular coffee flavor is 'sourness,' and for this, he uses the highest grade commercial green beans.

Mr. Joo explained, "Starbucks, which holds an overwhelming position in the coffee industry, produced coffee with strong roasting, but as new coffee brands emerged seeking flavors not seen before, sourness became prominent. New coffee brands like Intelligentsia and Blue Bottle differentiated themselves by emphasizing that they used better coffee beans than Starbucks. With lighter roasting highlighting the fresh taste of the beans themselves, the image of 'sourness = premium coffee' became established."

He added, "Furthermore, the third wave of coffee, led by the Specialty Coffee Association (SCA), which drives the global coffee industry, influenced this trend with the idea of 'making delicious coffee from good quality beans.' The coffee cultivation environment is also related. In Ethiopia, Africa's largest coffee exporter, farmers still process green beans using natural drying methods, and during the overlapping drying process, fermentation occurs, resulting in a strong sour taste."

"Euljiro, a Space Where Old and New Harmoniously Coexist... Its Charm Lies in the Lack of Resistance to New Culture"

There were many trials and errors before he settled in Euljiro. Mr. Joo said, "I have always been interested in environmental issues, and I chose to open an espresso bar where customers stand and drink to reduce disposable products." However, he lamented, "There was confusion in government policies regarding disposable cups, and some customers even requested the use of disposables. After much consideration, I started using disposable cups for takeout, but I still feel unsatisfied."

On this day, Euljiro was bustling as usual with forklifts and three-wheeled carts loudly rushing to deliver printed materials. Mr. Joo said he never gets used to the noise and is startled every time he hears it, but he showed deep affection, saying it is a scene unique to Euljiro. He said, "It is a space where the unfamiliar combination of old and new naturally blends. Since many new shops are opening, even the older people working here have no resistance to new things. That is the charm of Euljiro."