Gaining a Dedicated Fanbase, Recently Released as a Cafe Menu Item
Not an Extra Shot in Americano but a Coffee Shot Added to Iced Tea
The Secret to Ashotchu's Popularity Lies in the Customizing Culture
Various 'customized' beverage recipes are being shared across online communities and social networking services (SNS), and since the end of last year, 'Ashatchu' has been gaining popularity among office workers and students. However, there have been frequent cases of incorrectly made drinks due to misunderstandings about the true meaning of 'Ashatchu.'
Ashatchu is not an iced Americano with an extra shot, but a drink made by adding a coffee shot to iced tea. The recipe became known mainly through SNS in 2018. Recently, many stories of failed Ashatchu orders have been posted on online communities. These amusing incidents include customers ordering a sweet Ashatchu but receiving a more bitter Americano instead. Even when a cafe responds "Yes, we can make Ashatchu" to the question "Do you have Ashatchu?", the actual drink received is often not Ashatchu. This confusion arises because the term is similar to the phrase for 'iced Americano with an extra shot.'
Recently, stories of failed orders for Ashatchu have been frequently posted, especially on online communities. These are amusing incidents where people "ordered a sweet Ashatchu but received a more bitter Americano." [Photo by YouTube 'Ppompppom']
The charm of Ashatchu lies in enjoying the sweetness of iced tea and the bittersweetness of coffee simultaneously. Both peach-flavored and lemon-flavored iced teas can be used, but peach flavor is mainly preferred. It is especially recommended for those who usually like iced tea, want a sweet Americano, or find latte menus somewhat heavy. It offers a lighter yet 'sweet and fragrant' way to enjoy iced coffee. It is particularly popular as a refreshing drink during the summer.
As a result, Ashatchu, which has recently gained popularity among the MZ generation, is spreading mainly through word of mouth among enthusiasts. However, since it is not yet widely known, cafe staff sometimes take orders incorrectly. Most large franchise coffee shops do not have Ashatchu on their menu, but take-out coffee shops and neighborhood cafes are increasingly adding Ashatchu to their menus.
The popularity of Ashatchu started not from a specific brand menu but from customized orders. Customizing is a way to order menus tailored to individual preferences. At cafes, customers can choose coffee, fresh cream, syrup, toppings, and more. To make Ashatchu, you first order iced tea and then add a coffee shot. Besides Ashatchu, other drinks made by adding espresso shots to beverages are also gaining interest. Examples include 'Reshatchu,' which is lemonade with an added coffee shot, and drinks mixing milk tea with espresso.
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