As I stepped inside the café, the warm aroma of brewing coffee and the buzz of friendly conversation embraced me. Beyond the counter, in a private area usually reserved for staff, a large table was set with twelve bowls of freshly ground coffee, each labeled with its origin and variety. The owner had meticulously prepared everything: hot water, special spoons, and rinsing cups. Tasting sheets were also laid out, encouraging us to jot down attributes like fragrance, aroma, acidity, body, sweetness, balance, and flavor.
Coffee cupping is more than a simple tasting—it’s a structured process designed to assess coffee samples for quality and distinct characteristics. Participants at these sessions are exposed to a wide range of beans, often from the same region but varying by farm, variety, or processing method. This diversity not only enriches the experience but serves as an educational platform for those eager to dive deeper into the world of coffee.
South Korea’s coffee culture has been thriving, a fact spotlighted by the Specialty Coffee Association’s (SCA) inaugural World of Coffee Asia event in Busan this past May. Among the emerging trends is the rise of public cupping sessions, where coffee lovers gather to taste and evaluate various beans, unraveling the complex world of coffee, one sip at a time.
As specialty coffee becomes more accessible across the country, Korean consumers are developing increasingly refined palates. “Specialty coffee is everywhere now, and consumer expectations have soared,” an industry insider shared. “But there’s still a gap in understanding what makes a truly great cup. That’s why more people are turning to public cuppings—to explore their preferences and learn more about what they’re drinking.”
This trend isn’t just confined to Seoul. Seol Dong-woo, a 30-something office worker from Daejeon, has attended over ten public cupping sessions at local cafés this year alone. “I’ve always loved visiting cafés, so naturally, I became more curious about the beans themselves,” Seol explained. “As my interest in coffee grew, I started seeking out cuppings. Discovering the unique flavors of different beans has been incredibly rewarding. The more I learn, the more I realize how much there is still to know—and that keeps me coming back.”
Curious to experience this firsthand, I attended a public cupping session on a late August morning at Manufact Coffee Roasters, a hidden gem in Seoul’s lively Yeonhui-dong neighborhood. This particular session felt intimate, having been announced only days earlier on the café's Instagram and open to a handful of regulars.
As this was my first cupping, I introduced myself as a coffee enthusiast eager to learn more. Kim Jong-jin, the CEO of Manufact Coffee Roasters, welcomed me with a smile and remarked that beginners often bring fresh perspectives. “There are no right or wrong answers in cupping,” he reassured us. Across the table, a young man with previous cupping experience nodded in agreement.
With anticipation in the air, we gathered around the table. The cupping followed a precise process: first, we inhaled the fragrance of the freshly ground beans. Then, we poured hot water over them and savored the aroma. We broke the crust that formed on the surface, skimming off the foam before finally slurping the coffee loudly, allowing it to coat our tongues and spread across our palates. Although I had memorized the steps beforehand, I found myself glancing at the more seasoned participants for cues.
With each step, the anticipation built further, and soon it was time to taste the first coffee.
El Salvador Santa Rosa Pacamara Washed: A rich nutty aroma greeted me as I leaned in for my first slurp. Dark chocolate flavors, balanced by gentle acidity and a subtle hint of dried fruit, unfolded on my palate. The clean finish and lingering sweetness, with a touch of floral complexity, made me think—this would be the perfect afternoon coffee.
India Badra Arabica: The next coffee surprised me; India isn’t typically associated with high-quality arabica. Yet, the spicy fragrance of chai and cardamom intrigued me. On the palate, earthy, herbal flavors dominated, with a heavier body than the Santa Rosa. The owner described it as a hidden gem, though the bitterness made it less appealing to me. The young man across from me shared a similar sentiment—we exchanged glances, both intrigued yet puzzled by this unexpected brew.
Ethiopia Guji Hambela Bule Natural: Before even bringing the spoon to my nose, the fruity aroma of the natural Ethiopian coffee filled the room. The first sip was bright and acidic, with ripe berries and wine-like complexity. While the aftertaste wasn’t as clean as I’d hoped, its light body and juicy sweetness were unmistakably Ethiopian.
Colombia Huila Pink Bourbon Washed: The Pink Bourbon presented a challenge—the aroma was elusive, teetering between floral and sweet. On the palate, waves of tropical fruit and floral notes emerged, carried by high acidity and a smooth medium body. The complexity was captivating, though it felt more like a competition coffee than one for everyday enjoyment.
As the session drew to a close, Kim smiled and shared, “Cupping is always more fun in a group. People often describe flavors based on their own experiences—someone once compared a spicy note to ‘malatang.’” He explained that post-cupping conversations become richer when participants share different perspectives. For instance, the young man who had guessed the roast level of one of the beans impressed Kim with his precision, even though he wasn’t a coffee professional.
Reflecting on the experience, I couldn’t help but wonder—could I develop that same level of insight after a few more cuppings or perhaps with formal training?
What became clear from this session was just how far Korea’s coffee culture has come. Industry experts often note that “Korea has not only surpassed Japan and Taiwan but is now on par with countries like Australia, the UK, and the US—nations that have produced world coffee champions.” After experiencing this cupping session firsthand, I could see why.
