[정론타임즈=박상준 ]

“Euljuka jok” (얼죽아족) is a compound word in Korean, an abbreviation of the phrase “얼죽아” (얼어 죽어도 아이스 아메리카노, meaning “even if freezing to death, still drink iced Americano”), combined with “족(族)” (meaning “group” or “tribe”). It humorously refers to people who insist on drinking iced Americano regardless of how cold the weather is, instead of opting for a hot coffee.

In Korean culture, iced Americano has become a popular symbol—not just as a drink but as a lifestyle, particularly among the youth. South Korea is known for its coffee consumption. According to Chosun Ilbo, the average annual coffee consumption per person in Korea is 405 cups, 2.7 times higher than the world average of 152 cups. Among these, the choice of iced Americano is particularly dominant. Starbucks Korea reported that cold drink sales surpassed 50% for the first time in 2015 and have since grown to 77%. Even in winter, out of 10 Americano orders, 7-8 are for iced Americanos (“아아”). This is a unique phenomenon in Korea compared to other countries. For instance, even in the U.S.—the homeland of Americano (the name “Americano” is said to have originated from the coffee habits of American soldiers in Europe during World War II)—although cold drinks are popular in large cities and near university areas, hot coffee still accounts for 72% of total sales.

So why do Koreans prefer iced Americano, even on freezing winter days? Let’s explore the connection between “Euljuka” and the “Ppalli Ppalli” culture of South Korea.

According to a recent article published on August 20, 2024, by journalist Jeong Si-Haeng in Chosun Ilbo, a Korean office worker interviewed mentioned that iced Americano acts as a kind of morning “doping” for their workday. Iced Americano provides a quick caffeine boost to awaken the body, and it’s easy to drink while walking or multitasking on a smartphone. The French news agency AFP also commented that “Euljuka” stems from the “Ppalli Ppalli” culture, which emphasizes speed, urgency, and efficiency—characteristics that are deeply ingrained in South Korean society. Iced Americano is favored because it can be consumed quickly without the risk of burning one’s mouth, and it’s easy to carry on the go.

This is particularly interesting when compared to Vietnamese culture. In Vietnam, the pace of life in major cities like Hanoi or Ho Chi Minh City is also fast and busy. However, compared to the “Ppalli Ppalli” culture of Korea, Vietnamese people still maintain a more leisurely pace of life, which can be reflected in how we enjoy coffee. Vietnamese iced coffee, either with condensed milk (“cà phê sữa đá”) or black (“cà phê đen đá”), is a cultural staple. Yet, the way we enjoy it leans more toward relaxation and chatting with friends at sidewalk cafés. Rather than rushing and prioritizing efficiency like Koreans, Vietnamese people often prefer to take their time, sipping coffee slowly while conversing.

As a Vietnamese person who has lived and worked for many years in an environment with many Koreans, I cannot help but notice the difference in how the two cultures approach life. The “Ppalli Ppalli” culture of Korea sometimes makes me feel pressured, as everything happens quickly—from work, daily life, and entertainment. Iced Americano seems to have become a symbol of this fast-paced life, serving as a tool to help people speed through a busy day.

In contrast, when I return to Vietnam, I enjoy sipping a cup of iced coffee with condensed milk under the shade of trees, feeling as if time slows down. For Vietnamese people, coffee is not just a drink but also an opportunity to connect, bond, and share stories. While this may not perfectly fit with the speed of modern life, it provides a balance that, perhaps, in the hectic pace of Korean life, we sometimes feel is missing.

“Euljuka jok” and the ‘Ppalli Ppalli’ culture both reflect Koreans’ preference for speed, efficiency, and practicality in daily life. But when comparing it to Vietnamese culture, I realize that even though we all love iced coffee, the way each nation enjoys and perceives coffee is quite different. This is a charming cultural difference that I believe we can all learn from, harmonize with, and appreciate.

Nguyen Thi Thu Van, PhD

- Bachelor's degree in Korean Studies, Master's degree, and PhD in Anthropology. 

- Currently a professor at the Faculty of Korean Language and Culture, University of Languages and International Studies, Vietnam National University, Hanoi, specializing in Korean studies, Translation studies, and Interpretation studies.   

- Member of the Vietnam Writers Association and the Hanoi Writers Association.  

- She has a particular interest in Korean literature and poetry. She is a renowned translator of many beloved Korean literary works that are warmly received and loved by readers in Vietnam. 

- Despite her active work as a translator of Korean literature, she is also a prominent researcher in various fields, including family and gender studies, social policy, Korean studies, and Translation studies. 

- She has presented valuable academic research on family and gender studies, Anthropology, Korean studies, and Translation studies in several academic journals, including the Vietnam Journal of Anthropology, Journal of Family and Gender Studies, Northeast Asia Journal, Psychology Journal, and at international conferences in Vietnam, Korea, Australia, France, and other countries.

/응웬티투번 (Nguyen Thi Thu Van) 박사  

하노이국립외국어대학교 한국어∙문화학부 교수, 한국문학 번역작가

편집인 박상준 주: 한국에서 '얼죽아(얼어 죽어도 아이스 아메리카노)'라는 신조어가 나올 만큼 '아이스 아메리카노' 열풍이 분 것처럼, 베트남에서도 아이스 커피에 관한 인기가 매우 높다. 하지만 한국에서 아이스 아메리카노가 인기가 높았던 이유는 '빨리빨리' 문화의 영향도 있는 것 같다. 입에 데일 걱정 없이 커피를 빠르게 마실 수 있고, 이동 중에도 휴대가 간편하기 때문이다. 반면에 베트남에서는 차가운 커피를 아주 천천히 마신다. 커피를 인식하고 즐기는 방식이 다른 것이다. 이처럼 동일한 현상에 대한 서로 다른 문화에 대해 생각해보는 것도 우리의 인식의 폭을 넓혀 줄 것이다.