“Rice has long topped local food retailers’ best-selling list, but not this year. The country’s traditional staple lost its place for the first time in years, bumped by none other than instant coffee.”
Korea Times article here. Instant coffee is everywhere in Korea, I’ve never been in an office or meeting without it, even though most of them taste like cancer.
I think what this says is that Koreans love coffee, though there’s a long way to go in consumer education for specialty coffee to grow here.