Foreign tourists visiting the National Museum of Korea most frequently purchased the "Gukjungbak Signature Latte" at Ediya Coffee outlets inside the museum, the coffee chain said.
Ediya Coffee announced Monday that an analysis of this month's payment data from its five stores inside the National Museum of Korea showed that one in six customers was a foreigner. The National Museum of Korea, one of the country's leading tourist attractions, has seen a sharp increase in foreign visitors recently. The surge has been driven by the global spread of K-culture, including the Netflix animation "KPop Demon Hunters," which took the world by storm last year. Annual visitors to the National Museum of Korea exceeded 6 million last year.
Ediya explained that foreign customers showed a strong tendency to choose menu items reflecting the museum's character and Korean elements.
The most popular drink among foreign customers was the "Gukjungbak Signature Latte," made with black sesame, a staple ingredient in Korean cuisine. After the signature latte, foreign customers preferred Americano, cafe latte, espresso and cappuccino, in that order. Domestic customers most frequently ordered Americano.
A preference for Korean-style items was also evident in desserts. The traditional tea snack set and black sesame jeungpyeon (steamed rice cake) ranked sixth and seventh, respectively, among all menu items sold, while honey hotteok (sweet pancakes) and bungeoppang (fish-shaped pastries) also posted strong sales.
"We have confirmed that foreign customers prefer menu items featuring Korean ingredients and sensibilities," an Ediya Coffee official said. "We plan to expand offerings that reflect each store's characteristics and customer demand."
National Museum of Korea to Charge Admission Starting Next Year
Meanwhile, the National Museum of Korea will switch to paid admission starting next year, marking the first change in 19 years since it became free in 2008. During a Ministry of Culture, Sports and Tourism briefing last December, President Lee Jae-myung cited the need for paid admission, saying, "If it is free, its prestige will fall, and it may feel cheap."
Authorities plan to raise admission and usage fees, which have remained at low levels based on past standards, in light of the country's higher economic growth rate and inflation.
The admission fee for the National Museum of Korea next year has yet to be determined, but it is expected to range from at least 5,000 won to 10,000 won for adults, in line with major museums worldwide. Admission to the Tokyo National Museum in Japan is 1,000 yen (about 9,500 won).
