Why do so many Koreans enjoy cafes and sweet treats?

The proliferation of café streets and the popularity of cafés can be attributed to the variety of dessert menus, cultural exchange through social media, and stress relief. The sweetness of desserts provides a momentary respite for modern people, and the small luxuries of cafes provide psychological relief.

 

As the saying goes, “There’s a cafe across the alley,” and it’s not uncommon to see “cafe streets” where several cafes are lined up in one alley. Especially in areas such as University, Sinsadong, Gangnam, and Hongdae, where there are a lot of young people, you can find a wide variety of cafes, so you can freely choose a cafe with the interior and atmosphere that suits your taste. What’s surprising is that many of the cafes in these neighborhoods are always packed with people, and the increased demand for cafes has led to the creation of numerous cafes on every street corner. But what is it that has created such a high demand for cafes?
Well, cafes used to serve coffee, but nowadays it’s hard to find a cafe that only serves coffee. In addition to bitter coffee, a variety of drinks and sweet desserts such as shaved ice and cakes have appeared on the menu. The success of so-called “dessert cafes,” brands that sell desserts rather than coffee, shows that the sweetness of desserts plays an important role in attracting more people to cafes.
One of the most successful dessert café brands is Two Thumb Place. In addition to a wide range of drinks, including coffee, they also sell a variety of sweet treats, including waffles, cakes, shaved ice, gelato, honey bread, and you name it. The company frequently releases new dessert flavors, which are heavily marketed. The ubiquitous Two Thumb Place has more than 1,400 stores nationwide, and the number is still growing. A similar brand to ‘Two Thumb Place’ is ‘Coffee Bean’. With more than 1,000 stores, it is smaller than TwoThreePlace, but it is growing by focusing on the quality of its desserts and appealing to consumers. Coffee Bean claims to offer premium desserts by selling cakes and handmade chocolates made in-house by professional pastry chefs.
So, why are we so tempted by sweets? First, we can think of the development of civilization as the cause. In general, the more developed a civilization is and the higher its income, the more sugar it consumes. It”s even been said that sugar consumption is a measure of civilization. The more developed a civilization is, the more it adopts Western food culture, so when people are exposed to Western food culture, which is high in sugar, they naturally accept and enjoy sweet dessert foods.
Another reason is that the development of smartphones and social networking services (SNS) has increased cultural exchange. If you take a picture of a sweet treat in front of you and post it on social media, you can easily share your food culture with people overseas. For example, the Japanese dessert brand Monshushu first sold a roll cake filled with sweet whipped cream called “Dojima Roll” at its headquarters in Osaka, and its taste and visuals became known in Korea through the social media accounts of Japanese travelers and celebrities. The popularity of the Dojima Roll led to the opening of a café-style Monsieur Monchoux store in Sinsa-dong, and branches of Monsieur Monchoux’s popular dessert menu have appeared in department stores. Similarly, unfamiliar desserts such as ‘macarons’ and ‘tarts’ that French people enjoy have suddenly appeared on Korean cafe menus.
Next, we can think of the increased stress of modern life as a reason why Koreans are drawn to sweets. We’ve all experienced the feeling of being energized after eating something sweet. MedicalXpress, a medical news portal, reported the results of a study that found that “sugar-sweetened beverages inhibit the release of cortisol, a hormone that affects stress, and the stress response in the brain. As you can see from these findings, it’s actually scientifically proven that sweetness makes us feel better. This effect of sweetness is what has led Koreans to seek solace in sweet desserts in the midst of an economic recession and a hectic daily life full of worries.
The reason why so many cafe streets have appeared in Korea is because many people are heading to cafes, a place where they can relax and enjoy a sweet treat. When you walk through the door of a cafe, you are greeted by the mesmerizing aroma of coffee and the sweet smell of desserts. In this aromatic space, people enjoy the small luxury of a dessert that is not only pleasing to the eye and the palate, but also gives them a sense of comfort and psychological relief from their hard work. Through the small luxuries of cafes, people can put down their burdens and rest for a while in the midst of anxious reality, and gain the strength and courage to continue living their lives. In the end, the popularity of cafes that attract tired people who crave sweet treats is a reflection of modern people’s efforts to heal themselves.