Koreans - dynamos when it comes to work or play - are fond of socialising. In former times, it was the bathhouse or the barber's shop where - especially in the depths of winter - friends and neighbours could warm up and chill out at the same time, spending very little money in return for several hours' relaxation.
While both venues are still popular in South Korea's cities, especially in the capital Seoul, they've been eclipsed by the coffee shop. Groups of friends happily while away the hours over a cup or two of java, executives drop in to nurse their laptops, and youngsters generally regard them as a safe yet mildly sophisticated spot for a first date.
The big international chains are well represented, of course, with Starbucks and The Coffee Bean being among the more prominent. Local enterprises have been quick to follow suit: Caffe Bene went from fledgling start-up to more than 300 branches in a matter of years. And none are short of customers, despite the fact that some of the more flashy blends may cost as much as 6,000 won (HK$42) a cup.
Niche markets and competitive pricing coming as second nature to Korean businessmen and women; it was not long before a cut-rate option appeared on the streets. A basic cuppa at Manoffin, the new kid on the coffee block, is priced at just 790 won, which still leaves the company with a tidy profit. While Manoffin has less cachet than some of its rivals, its inexpensive sachets may well give rise to a price war in the near future.
South Korea's coffee stakes might well be seen as a metaphor for the whole country. Rapid changes have brought new innovations which have fast been accepted by the urban elite.
A desire to succeed on the world economic and political scene has been pushed forward by hard work and canny business acumen. While Korea's ride to success has experienced some dips along the way, on the whole the future looks rosy.
Looking purely at the statistics, the country ranks pretty well, compared with its Asian neighbours and in the global sense. South Korea's market economy is rated 15th in the world by nominal GDP and 12th by purchasing power parity, putting it securely in the bracket of the G20 major economies.
