JAKARTA - Coffee company and coffee shop chain Starbucks from the United States launched the world's first cold coffee Aerocano in South Korea at the end of last month.
Officially on sale from February 26, this marks the introduction of a new coffee category by Starbucks in addition to cold Americano and cold brew. This drink is also expected to strengthen the Korean people's enduring preference for cold drinks - even in winter - reflected in the new slang term "eoljukah," which refers to those who continue to drink cold coffee throughout the year.
This trend is so widespread in the Land of Ginseng that it has attracted the attention of the global coffee chain's headquarters in Seattle.
As the first new cold-brewed coffee option launched since Starbucks introduced cold brew in the United States in 2015 - and in other markets the following year - Aerocano represents the company's next bold move.
The launch location, according to Starbucks Asia Pacific Senior Product Manager Aleksandra Orsolic, was an obvious choice.
"When we decided where to first launch this new innovation, the decision was quite easy," Orsolic said at Starbucks Korea's office in Gangnam District, Seoul, reported by The Korea Times on March 15.
"We are looking for a dynamic market, which is very influential on the global landscape, and where the culture of coffee is deeply embedded in daily life. We are also looking for a market where customers enjoy drinking cold coffee anytime of the year, even in the middle of winter, a market that leads the eoljukah trend. So Korea is a very clear and appropriate choice," he explained.
Meanwhile, Starbucks Korea's Chief Food and Beverage Development Officer Choi Hyun-jung underlined the strong preference of South Koreans for cold coffee, noting that cold Americano has accounted for more than 70 percent of the company's annual sales over the past three years.
"Cold coffee consumption in Korea is extraordinary regardless of the season. Starbucks' global leadership is aware of this typical eoljukah trend and decided to launch Aerocano here first," said Choi.
A barista at Starbucks South Korea described Aerocano as a drink that is somewhere between a cold Americano and a cold latte, both in terms of taste and appearance.
This drink is made using an aeration technique that introduces air into cold espresso through a steamer, improving the crema and creating a softer and creamier taste.
When poured over ice, the coffee produces a layered effect as the espresso slowly settles, a visual spectacle that the company highlights as a hallmark of Aerocano.
"While maintaining the familiar cold Americano taste, Aerocano enhances it with striking visual elements and creamy texture. Feel our latest generation of cold coffee," said Choi.
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