Coffee shops have proliferated across North Korea in recent years, becoming common fixtures not only in Pyongyang and major cities but even in rural towns.
A source in South Pyongan province told Daily NK recently that coffee shops are now easily found throughout the country, with more North Koreans growing comfortable spending money on professionally prepared coffee.
Most establishments serve various beverages alongside coffee, including fruit juices, soft drinks and tea.
North Korean coffee shops typically charge at least $5 for a cup of coffee or other drink. Shop owners can expect an average of 20 customers daily.
“Even smaller towns have several coffee shops. Given how expensive they are, you’d be surprised how many people visit them regularly,” the source said.
Diverse clientele embraces coffee culture
The coffee shops attract a diverse customer base spanning different classes and age groups, according to the source. Beyond wealthy individuals like officials and donju (entrepreneurs), ordinary citizens and even young people in their twenties frequent the establishments with friends or romantic partners.
“Those struggling to earn daily wages are shocked seeing people pay what could feed an entire family for just one cup of coffee. But others happily spend $5 or more to display their prosperity,” the source said.
Wealthy North Koreans once kept low profiles, knowing that flaunting riches could draw unwanted attention from neighbors and authorities. But nowadays, North Koreans feel less need to hide their wealth, with some actively showing it off.
“Gone are the days when people ate rice but modestly claimed they had corn. Now people compete to demonstrate their success,” the source said.
Given these trends, relaxing with coffee in luxurious shops with exotic décor has become a form of conspicuous consumption.
“The fact that multiple coffee shops maintain steady customer flows even in small provincial towns suggests it’s becoming fashionable for the affluent to publicly enjoy their lifestyles,” the source said.
“Visiting coffee shops isn’t just about the coffee. People certainly enjoy the experience, but the real point is showing others you can afford such extravagant pleasures.”