Tea omakase gains in popularity among young Koreans

[Courtesy of Jayeonin]

Curated tea courses are gaining popularity among young Koreans as they seek a healthy lifestyle with joy alongside their aspirations for affordable yet luxurious consumption after the Covid-19 pandemic. The popularity of these tea courses, or “tea omakase” that are priced in the range of 20,000 ($15) to 40,000 won per person, is led by those in their 30s and 40s who tend to avoid drinking gatherings and opt for tea-based meetings instead.

Teafference is the leading business offering selected tea courses in Seoul. Its “Purple Tea Course,” sold for 22,000 won per person, is particularly popular among the younger generation. “Teafference offers tea courses under the theme of a ‘momentary pause.’ There is a growing number of younger individuals finding solace in tea as they navigate challenging lives, which is probably why our gourmet tea offerings are fully booked,” according to Lee Jin-min, Chief Executive Officer of Jayeonin Inc. which has operated Teafference since 2021.

Another selected tea course provider in Seoul is Magpie and Tiger, who focused on selling traditional teas online until it opened offline stores in 2021. Along with Magpie and Tiger, more tea course providers like Omot and Matchacha are also operating in Seongsu-dong, the trend-leading neighborhood in Seoul.

According to export-import statistics from the Korea Customs Service on Tuesday, the total import of various teas in 2023 was 1,533 tons. Although there was a slight decrease in imports compared to 2022, demand is still strong considering inflation and economic downturn.

The global tea market is also experiencing substantial growth. According to estimates from market tracker Statista, the global tea market totaled $247 billion last year, a 23 percent increase compared to 2019 before the Covid-19 pandemic.

The growing demand for teas is also attributed to beauty reasons. “As the beauty industry emphasises tea’s health benefits, there is increased demand for tea as a supplementary product,” an official from the Korea Agro-Fisheries & Food Trade Corp said.