South Korean youth swap coffee for tea amid growing health concerns

The iconic coffee culture of South Korea is undergoing a significant transformation as younger consumers pivot toward tea and other wellness-oriented beverages. This shifting landscape, highlighted by recent retail data, suggests that the high-caffeine "Americano culture" is being challenged by a generation increasingly focused on long-term health and sugar reduction.

According to data from the convenience store giant GS25, the market share of canned coffee slipped from 23.6% in 2023 to 20.6% last year. In contrast, tea-based drinks, sports beverages, and zero-sugar sodas all saw measurable gains. Major retailers like Lotte Mart have echoed these findings, reporting a double-digit jump in tea sales this February while traditional instant coffee sales began to stagnate.

The trend is perhaps most visible at Starbucks Korea, where the traditional coffee hierarchy has been disrupted. In a surprising revelation, the company reported that its five best-selling beverages in 2025 were all tea-based, led by popular options like Grapefruit Honey Black Tea and Jeju Malcha Lattes. While overall tea sales rose by 8% across the brand, demand among customers in their 20s surged by a staggering 20%.

Even for those sticking with coffee, the "caffeine kick" is no longer the primary draw. Imports of decaffeinated green coffee beans have expanded more than fivefold since 2018, reaching over 10,000 tons last year. Starbucks Korea’s decaf sales alone skyrocketed from 20.2 million cups in 2022 to nearly 33 million in 2024, with decaffeinated options now accounting for roughly 10% of all Americanos sold nationwide.

Industry analysts point to social media and wellness content as the driving force behind this behavioral change. Young residents in Seoul report that educational videos on YouTube and Instagram have made them more conscious of the cumulative impact of daily sugar and caffeine intake. As "tasty yet healthy" alternatives become more accessible, the South Korean beverage market is rapidly diversifying to meet the demands of a more health-conscious public.