The Bitter Grind of Seoul's Saturated Coffee Market

South Korea has become one of the most coffee-loving nations in the world, with cafés lining nearly every street and neighborhood. But behind the stylish interiors and beautifully crafted drinks lies an industry facing fierce competition and uncertain economics. In this episode, we explore the remarkable rise of South Korea's café culture, examining why tens of thousands of entrepreneurs continue to open coffee shops despite a market that many experts believe is already saturated. We investigate how economic pressures, changing career aspirations, and the influence of social media have reshaped the business, turning cafés into both social havens and highly competitive commercial ventures. Along the way, we consider why so many owners struggle to stay profitable and what the industry's high failure rate reveals about the realities of modern entrepreneurship. The story shows that while opening a café may seem like the perfect escape from corporate life, success depends on far more than a passion for coffee or an eye for aesthetics.https://www.nytimes.com/interactive/2025/12/03/world/asia/south-korea-coffee-shops.html