Though the majority of coffee sold at coffee shops in Korea is americano, cold brew is rapidly expanding its market. Last year, Starbucks alone sold 83,600,000 cups of americano, an average 1.6 cups per capita for the whole South Korean population, but the sales of cold brew coffee(11,300,000 cups) was also remarkable. Cold brew coffee is a new trend. Not only in major coffee shop chains but also in small local cafes more and more people want cold brew. Actually, some local coffee shops took this chance and became successful with their own specialty cold brew coffee.