A tea class is underway at a specialty tea shop in Seodaemun District, Seoul. Courtesy of Kim Han-byul

Park Soo-yeon, a 22-year-old college student who recently turned to tea instead of coffee, says, “For me, coffee is something I drink just to get through the day. I find tea less intense, and it feels naturally relaxing.”

Since discovering her interest in tea, Park has experienced “teamakase” five or six times. This tea-based version of the omakase experience, known as teamakase, offers a 60 to 90 minute tasting of two to three types of tea, paired with complementary desserts for small groups.

It costs around 30,000 to 50,000 won ($25 to $40) per person. “Teamakase is a great way to sample different tea flavors and aromas before deciding what to buy, and the experience is worth the price,” Park said.

A "teamakase" experience at a specialty tea shop in Seodaemun District, Seoul. Courtesy of of Kim Han-byul

Younger generation embraces tea over coffee

As Korea's coffee culture shifts, a new teatime trend is emerging, especially among people in their 20s and 30s, who increasingly choose tea for its health benefits and novelty.

Unlike coffee, tea offers a visually pleasing array of vibrant colors and unique presentations with beautiful tea sets, which appeal to the current emphasis on aesthetics and enjoyment. Social media has driven the popularity of renowned teamakase experiences, often booked a month in advance as a popular and hip date course.

Tea sommelier Yang Young-min, director of the Asia Tea Culture Research Institute, observed the shift firsthand.

“When I began teaching tea classes 10 years ago, most of the students were in their 50s and 60s. Now, almost all are from the 90s generation,” he says. “Young celebrities like Lee Hyo-ri and Taeyang are often seen drinking tea for wellness on TV, and tea's variety of colors and aesthetic tea sets make it a natural fit for social media.”

This shift, combined with a saturated coffee market, has steered younger generations toward the tea market.

Teaperance Seoul, a specialty tea shop in Jongno District, Seoul, offers a weekly "teamakase" course. This course allows guests to taste various blended teas, centered around purple tea. Captured from Teaperance Seoul Instagram

Kim Han-byul, a 28-year-old barista, said: “People initially think of tea as simple options like plum tea or 'omija' tea, but teamakase exposes them to tea's rich diversity.”

Park added, “Even though coffee has various flavors, like sour or civet coffee, the differences aren't as noticeable. With tea, each type has a distinct aroma and flavor, and there's a wide range of choices.”

Professor Lee Kyu-min from Kyung Hee University's College of Hotel and Tourism Management said, “Like coffee and wine, tea is a market that grows and diversifies as people learn more about its origins and production methods, adding layers of storytelling. Tea could become a new hobby for people, similar to wine.”

Tea as healthy pleasure

Another factor driving the rise of tea culture is the younger generation's pursuit of “healthy pleasures,” the trend of maintaining health enjoyably. Many tea shops now offer “tea therapy,” explaining each tea's specific health benefits, such as fatigue relief, digestion and water retention management.

OMOT, a specialty tea shop in Seongdong District, Seoul, offers a "teamakase" experience. Captured from OMOT Instagram

Yang notes, “While a cup of coffee might contain 10 to 20 grams of caffeine, tea usually only has 1 to 2 grams. Coffee is like fast food, but tea is closer to slow food,” emphasizing tea's calming effect compared to coffee's stimulating properties.

Teamakase, where a tea sommelier serves small groups in a serene setting, allows guests to fully experience tea culture. Unlike the usual afternoon tea sets served by hotels, which focus more on desserts, teamakase places tea at the center with minimal finger food accompaniment. Guests can watch the tea brewing process and receive expert insights into each tea.

Choi Ji-hye, co-author of “Trend Korea” and a lecturer in consumer studies at Seoul National University, says, “These days, people don't view green tea as just green tea; they want to know its origin and distinct characteristics, which reflects the sophistication of Korea's food and beverage market.”

Professor Kim Ji-heon from Sejong University adds, “With so many options, people appreciate curated selections, and this demand for curation is spreading across the food and beverage market.”

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.