What Are Kim Goeun's Coffee Preferences? Nespresso Marks 40th Anniversary With 'Coffee Exploration'

Nespresso Holds "Vertuo World Media Day" on the 23rd
Global Ambassador Actress Kim Goeun and Chef Son Jongwon Make an Appearance
"Consumers Increasingly Try Coffees That Match Their Preferences Rather Than Repeating Familiar Choices"

"I usually enjoy Americano, but sometimes I look for a smooth latte. Since receiving the Nespresso Vertuo Up, I've been brewing coffee myself at home. These days, I'm very satisfied that I can conveniently enjoy coffee in a variety of ways at home."

Actress Kim Goeun, who is currently meeting viewers through "Yumi's Cells Season 3," shared her coffee preferences at the "Vertuo World Media Day" held in Seongsu-dong, Seongdong-gu, Seoul on the 23rd.

Celebrating its 40th anniversary, Nespresso chose Kim Goeun as one of only two global ambassadors worldwide, alongside Dua Lipa. At the media day, Kim shared her coffee preferences, daily coffee routine, and experiences using Vertuo Up.

Nespresso Global Ambassador actress Go-eun Kim (right in the photo) and chef Jongwon Son are taking a commemorative photo at the "Vertuo World Media Day" held on the 23rd in Seongsu-dong, Seongdong-gu, Seoul. Photo by Nespresso

Chef Son Jongwon, who runs a Michelin restaurant and has recently gained fame from television appearances, also attended the event with Kim. Chef Son personally introduced a dessert developed in collaboration with Nespresso, inspired by the landscapes and fruits of coffee-growing regions. Meeting for the first time on stage, actress Kim and chef Son demonstrated the dessert-making process together at the venue.

Chef Son commented, "One of Nespresso's strengths is that you can enjoy high-quality coffee easily and quickly without hassle. When you pair good coffee with dessert, a single cup becomes a richer and more multi-dimensional experience."

Marking its 40th anniversary this year, Nespresso has set "Coffee Exploration" as its business direction keyword. The company has observed a new consumption trend, especially among the younger generation in their 20s and 30s, who are moving beyond their usual coffee choices to seek out new experiences. Since launching in 1986 with the concept of "enjoying perfect espresso at home," Nespresso now celebrates its 40th anniversary.

Park Sungyong, CEO of Nespresso Korea, explained, "Consumers are becoming more proactive in trying and experiencing new coffees that match their preferences, rather than simply repeating familiar choices. Nespresso aims to maximize the enjoyment of coffee this year under the theme of 'exploration.'"

Nespresso has highlighted this keyword because new coffee consumption patterns are clearly emerging among younger consumers in the coffee market. According to a "Nespresso Coffee Consumption Behavior and Perception Survey" conducted by the College Tomorrow 20s Research Laboratory, consumers aged 20 to 34 drink an average of 2.8 cups of coffee per day, with 88% choosing iced coffee. Sales of Vertuo flavored coffee and decaffeinated coffee increased by more than 40% compared to 2023.

Seongyong Park, CEO of Nespresso Korea, is speaking at the "Vertuo World Media Day" held on the 23rd in Seongsu-dong, Seongdong-gu, Seoul. Provided by Nespresso

At the event, Nespresso introduced its new coffee machine, Vertuo Up. The new Vertuo Up features a 3-second preheat, extraction functions for iced coffee and lattes, and a dedicated maintenance button. Reflecting the convenience and high preference for iced coffee in the domestic market, Nespresso launched this product in Korea for the first time in Asia, following the United States and Canada.

Nespresso plans to expand coffee experiences tailored to consumer preferences and lifestyles, based on the Vertuo system, which has remained the top seller in the domestic capsule coffee machine market for three consecutive years. The company aims to allow consumers to explore coffee themselves and discover their own unique preferences.

CEO Park stated, "Vertuo is not just a coffee machine, but a platform symbolizing Nespresso's transformation and the starting point of a new coffee exploration journey. We plan to evolve into a brand that offers broader and more flexible coffee experiences."

In connection with this event, Nespresso is operating the "Vertuo World" pop-up space in Seongsu-dong. The pop-up will run from the 24th until the 3rd of next month. During the pre-opening on the 23rd, the space showcased Nespresso Vertuo Up and Vertuo capsule products, providing an experiential area where consumers can explore and discover their own coffee preferences.

This content was produced with the assistance of AI translation services.