As a tiny, racially homogenous country, Korea holds over 49 million people in a
piece of land a little larger than Indiana. Although the country is small, there are a great
number of cafés. The rapid growth of café market in Korea makes the number of cafes
impossible to be accurately measured. However, according to Seoul Cyber Enterprise
Exhibition website, there were approximately 800 cafés in Korea’s capital city Seoul in
2004. By 2011, there were 12,381 cafés in Korea; this is 54% increase in the number
compared to the number of cafés in the previous year. Moreover, Korea has some of
world’s biggest coffee shops owned by foreign corporate chains, such as a three-story-tall
Pasccuci in Sinchon and a four-story-tall Starbucks in Myeongdong.1
There are not only alarge number of cafés