웹툰에 나타난 커피의 속성 연구

이웅규 한국커피협회 2023 한국커피문화연구 Vol.9 No.1

This study analyzed the properties of coffee in related webtoons, considering that coffee-related webtoons often deal with unique social phenomena such as youth problems in our society. The business environment of the coffee industry is getting fiercer day by day. Due to this, a marketing strategy through webtoon marketing using webtoon, which has recently been attracting attention, is being carried out. As a result, webtoons became the representative contents of K-contents and even acquired a reputation as K-webtoons. In addition, webtoons dealing with coffee-related subjects or issues using the properties of coffee are increasing. In a situation where coffee PPL and coffee-related webtoons are gradually expanding, this study analyzed the coffee properties shown in coffee-related webtoons. In particular, the reason why Korean webtoons chose ‘coffee’ as a material is that coffee is one of the familiar favorite drinks in all cultures. So, because it is a beverage that can be easily accessed anytime and anywhere, coffee was easily used as a webtoon material. Analyzing ‘coffee’ in webtoons around the world, it is confirmed that various properties of coffee are being used. Therefore, the meaning of consuming coffee is not simply a matter of personal taste or beverage choice, but a sign of social identity. As a result of analyzing the coffee properties shown in domestic coffee-related webtoons, four properties were derived: warmth, healing, comfort and courage of coffee. Academic and practical implications related to the four coffee attributes in coffee-related webtoons were presented. This study sought the sustainable development direction of the Korean coffee industry by paying attention to the role of coffee in webtoons using coffee attributes to raise problems or indirect solutions to social problems through the study of the properties of coffee in webtoons.

허브커피 경쟁전략 SWOT 분석

주혜영 ( Jyoo Hae-young ) 미래융합통섭학회 2019 융합과 통섭 Vol.2 No.3

Purpose : This research hub coffee competition strategy analysis study was conducted using SWOT analysis. Methods : The SWOT analysis of qualitative research methods applied the final 13 parts to the study for 30 days from November 5 to December 5, 2017 to experts with more than 10 years of experience in the coffee industry. Conclusion : First, the strengths that can be achieved through the development of herbal coffee new menu are that it can utilize all the health advantages of herbal tea and coffee, and can have economic effect on the herbal tea industry and coffee industry and develop various flavored coffee have. Second, it is necessary to consider whether it is effective to overcome the unfamiliarity and rejection of the incense, cost, and economics in terms of the weak points that can be generated through the development of the herb coffee new menu. Third, as a threat to the development of herb coffee new menu, the quality of herbal coffee may be lowered and the development of herbal coffee may be hampered in order to match the price with the fact that it can not overcome the health problems of herbal tea and coffee. Fourth, opportunities for the development of herbal coffee new menu can have a positive impact on the development of healing coffee that can be considered as health, herbal tea industry and coffee industry, and economic growth can be expected.

커피박과 낙엽송 목분을 이용한 펠릿 제조 및 이에 대한 상용화 검토

양인 ( In Yang ),한규성 ( Gyu Seong Han ),오승원 ( Seung Won Oh ) 한국목재공학회 2018 목재공학 Vol.46 No.1

This study was conducted to suggest the effective management and recycling processes of coffee waste, which can be easily obtained from coffee shops and coffee-related products industries. Prior to the fabrication of pellets, the potential of coffee waste as a raw material of pellet was investigated through the examination of its chemical compositions and fuel characteristics. Major gradient included in coffee waste was holocellulose, followed by fat/oil and protein. Coffee waste contained a small quantity of ash (0.7%), such as calcium, sodium, potassium and magnesium. Interestingly, coffee waste was easily dried probably due to its porous structure. Pellets fabricated with coffee waste and larch sawdust showed good fuel characteristics, such as moisture content, ash content, density and durability. The pellets exceed greatly the minimum requirements of 1^st-grade wood pellet standard designated by National Institute of Forest Science (NIFOS). Particularly, the high calorific value of coffee waste showed the potential as a raw material of pellet. However, owing to high nitrogen and sulfur contents, coffee waste is like to be used as a raw material of wood pellet for combined heat and power plants equipped with a reduction system of NO_x and SO_x gases. On the other hand, 91 wt% larch sawdust and 9 wt% coffee waste are required to fabricate the 1^st-grade wood pellets designated by NIFOS. Pellets fabricated with the conditions are estimated to have nitrogen content of 0.298% and sulfur content of 0.03%. Lastly, if amounts of coffee waste and sawdust in the production of wood pellets are adequately adjusted according to its purchasing price, the manufacturing cost of pellet can effectively be reduced. In addition, it is expected tp prepare the effective recycling process of waste and to relieve the environmental burden with the reduction of waste from the commercialization of coffee waste/larch pellets.

가공커피제품 홍보를 위한 소닉브랜딩 필요성 연구 - 스타벅스 RTD 커피 제품을 중심으로 -

홍진경,이중섭 한국디자인트렌드학회 2024 한국디자인포럼 Vol.29 No.4

연구배경 커피전문점 중심의 대형 브랜드들이 가공커피 유통시장에 지속해서 진출하고 있다. 이러한 제품은 기존 커피 유통시장 브랜드에 비해 커피에 대한 전문성과 높은 브랜드 인지도를 가졌음에도 국내 가공커피 유통시장의 RTD(Ready to Drink) 제품군에서 영향력을 발휘하지 못하고 있다. 본 연구는 그 원인을 분석하기 위해 식음료 브랜드의 대표적 홍보전략인 오감 마케팅 관점에서 커피 제품군의 특징들을 분석하고 커피전문점과 RTD 오감 마케팅의 차이를 찾아 해결안을 제시한다. 연구방법 커피 서비스 시장의 대표적 브랜드인 스타벅스가 RTD 커피 유통시장에서 직면하는 문제를 문헌 조사를 통해 찾아냈다. 기존 RTD 제품에서 대표적인 성공사례 분석과 커피 RTD 제품 간의 오감 마케팅 관점의 홍보전략 비교를 통해 부족한 점을 파악했다. 이를 통해 커피 시장 전체적으로 청각적인 홍보 수단이 부재한 것으로 나타났다. 원인은 커피를 대표할 만한 소리가 정의되어 있지 않다는 것을 찾아냈다. 커피를 대표할 수 있는 소리에 관하여 20명에게 사전 인터뷰를 시행하여 4가지 커피를 연상시키는 대표적인 소리를 찾아냈다. 검증은 해당 소리를 직접 만들어 88명에게 설문조사를 통해 순위를 정했고 그 소리에 대한 반응을 확인했다. 연구결과 커피 소리의 소닉브랜딩 가능성을 확인하기 위해 진행한 설문 조사에서 4가지 예시로 제시된 소리 중 ‘플라스틱 컵에 아이스커피 얼음들이 부딪히는 소리’가 가장 커피 다운 소리로 선정되었다. 결론 스타벅스 RTD 커피를 통해 브랜드 홍보전략에서 소닉브랜딩의 필요성을 발견했다. 향후 연구에서 커피와 관련된 소리를 명확히 정의하고, 이를 다양한 RTD 커피에 소닉브랜딩으로 적용하여 차별화된 마케팅 전략을 세우는 데 중요한 역할을 할 것으로 기대된다. Background Representative brands in the coffee market centered on cafe continue to enter the processed coffee distribution industry. These large coffee brands have less influence in the sales of the RTD (Ready to Drink) market in Korean, despite their expertise in coffee and high brand awareness than traditional coffee distribution market brands. In this study, we will analyze the product line from the perspective of five-sensory marketing, which is used as a representative promotional strategy for food brands, to find the difference in five-sensory marketing between cafe and RTD products under the same brand. Methods This study finds out why Starbucks, a leading brand in the coffee service market, lacks influence in the RTD coffee distribution market through literature research. In addition, we identified what was lacking through the analysis of representative success stories in RTD products in the food industry and the comparison of promotional strategies from the perspective of five senses marketing between coffee RTD products. Through this, it was revealed that there is a lack of auditory promotional means in the coffee market overall. The underlying cause was identified as the absence of a sound that could be defined as representative of coffee. To that end, I interviewed 20 people about the sound that could represent coffee and found four typical sounds that reminded people of coffee. In the verification, we produced the sound ourselves, then conducted a survey with 88 participants to rank the sounds and confirm their responses. Result In a survey to confirm the possibility of sonic- branding of coffee sounds, among the four examples, "the sound of iced coffee ice hitting a plastic cup" was selected as the most coffee-like sound. Conclusion This study found the need for sonic branding in a brand promotion strategy through Starbucks RTD coffee analysis. It is expected that future research will play an important role in clearly defining coffee-related sounds and applying them to various RTD coffee as sonic branding to establish differentiated marketing strategies.

라이프스타일에 따른 커피소비유형에 관한 연구 - 커피애호가들의 커피소비유형을 중심으로 -

박경하 ( Park Kyoung-ha ),이지수 ( Lee Ji-soo ),방한나 ( Bang Han-na ) 한국디자인트렌드학회 2012 한국디자인포럼 Vol.34 No.-

In modern days, people increasingly pursue their own tastes, with more subdivided and specialized needs for favorite food. Considering consumption of coffee, it shows that people fully satisfied with instant coffee in the past, more often visit specialized coffee shops to enjoy brewed coffee. It has consequently brought a drastic change in the coffee market. More houses have personal coffee makers, which offer the most suitable method to gratify personal taste. Recently, capsule coffee products have been newly introduced and rapidly become popular. With the products, consumers can relish high-quality coffee at home as if they had at a professional coffee shop. Coffee consumers do not stay just sipping the coffee served, but step forward to choose what they want as per their tastes and situations with their expertise on coffee. However, there are few studies on favorite food, which are getting diversified and itemized day by day. Studies on coffee, in particular, should categorize consumers in more details according to their motives and propensity to consume. Thus, this study aims to contribute to the development of coffee marketing industry through analyzing their propensity in detail. It will also conduct surveys to investigate consumers` insights with regard to changes of coffee culture and sophisticated taste along with growing consumption of capsule coffee products and current trends. The results will yield new ideas for future directions to revitalize marketing and how to cope with ever-changing markets.

커피분야의 연구동향에 대한 계량서지학적 분석: 국내 대학원 학위논문을 중심으로

이명희 ( Lee Moung-hi ),김광진 ( Kim Gwang-jin ),김진숙 ( Kim Jin-sook ) 한국융합과학회 2020 한국융합과학회지 Vol.9 No.1

Purpose: The purpose of this study is to research the social function of the coffee industry and to analyze the trends of industrial research that reflects the requirements of society. This is because the coffee industry is expanding the scope of research with the growth of the industry as a practical study by socio-cultural environment and demand in recent years. Methods: The method of research was to use the KrKwic program. In the first stage of analysis, we search for dissertations, and through the academic research information service (http://www.riss.kr), search for domestic dissertations and input “coffee”, and find 2872 Collected materials. Then, papers that overlapped with papers not related to this research were deleted, and the title analysis of 897 papers was performed and morphological analysis processing was performed. In the second stage of the analysis, we used Microsoft Excel to identify the number of papers collected and the trends in the study by the publishing company. The third stage of the analysis was to visualize and correlate words that appeared simultaneously in one title using the KrTitle and Net Draw programs. Conclusion: This study was organized by classifying according to the similarity of the study by classifying coffee as industrial function, scientific function, health function, educational function and cultural function. The development of the coffee industry should be supported by the educational aspect of coffee and it could be seen that industry and education are together. It seems that the marketing and start-up management of the coffee industry is being done by SNS accounts recently. In addition, the coffee sector is a cultural part of the individual, playing various roles in industrial, health, cultural, educational and scientific functions, In particular, It seems to be in charge of many pure functions, such as serving as a favorite beverage in health.

대전지역 한국대학생과 중국대학생의 커피 유형별 품질 속성에 대한 중요도 및 수행도 분석

김혜영(Hye Young Kim),정혜경(Hye Kyung Chung),이해영(Hae Young Lee) 대한지역사회영양학회 2011 대한지역사회영양학회지 Vol.16 No.4

The purposes of this study was to investigate importance and performance for coffee quality attributes in Korean and Chinese university students by 3 types of coffee; coffee in coffee houses, coffee in vending machines and canned/ bottled coffee. Survey was done for 360 students in Daejeon with developed questionnaires including general information, favorite type of coffee and 15 quality attributes of coffee. Finally, data from 168 Korean and 126 Chinese university students was used for statistical analysis by SPSS 18.0 package program. Results of this study were as follows: for favorite type of coffee, the rates of coffee in coffee houses, coffee in vending machines and canned/ bottled coffee were 43.0% 34.8% and 22.2% in Korean students and 8.7%, 78.0%, and 12.2% in Chinese students, respectively. Comparing Chinese students and Korean students showed higher importance for several quality attributes of coffee in coffee house (p < 0.05), but lower importance for most quality-attributes of coffee in vending machine (p < 0.05) and canned/bottled coffee (p < 0.05). According to importance and performance analysis, strategies for increasing satisfaction were to improve ``price`` of canned/bottled coffee in Korean students, and ``taste``, ``volume``, ``concentration`` and ``variety`` of canned/bottled coffee and ``freshness`` of coffee in vending machine in Chinese students. These results suggested that differentiated marketing plans between Korean and Chinese university students should be needed in coffee industry. (Korean J Community Nutr 16(4) : 511~524, 2011)

캡슐커피 포장 색깔이 소비자들이 기대하는 커피 맛에 미치는 영향

등준걸,정홍인 대한인간공학회 2021 大韓人間工學會誌 Vol.40 No.1

Objective: This study was conducted to investigate customers' expecting capsule coffee flavor which is subjectively perceived by the packaging color. Background: The perception of taste is subjective multisensory. It is known the physical properties of a drink container influence customers' perception and the package design affects customers' consumption. Especially packaging color is significantly important for capsule coffee because the color is the main method to deliver information about the product. Method: 49 colors were selected after examining the colors of capsule coffees and the Coffee Taster's Flavor Wheel. The participants imagined the taste of capsule coffee from the presented colors and chose 5 colors for each coffee taste attribute such as aroma, strength, body, and overall flavor online. Results: The participants expected brownish colored capsule coffee would have good aroma and taste, strong strength, and body. Green, blue, pink, purple, and gray colors were presumed to show bad aroma and taste. The dark-colored capsule was expected to be proper for the capsule coffee with strong strength and body and saturated colored capsules were believed good for weak strength and body coffee. Coffee aroma and overall taste were similarly evaluated and body and strength were also assessed correspondingly. Conclusion: Coffee is a necessary beverage for modern people, and its market size is steadily increasing. Packaging color is a significant marketing element for the capsule coffee. Customers would expect the corresponding coffee aroma, strength, body, and flavor from the coffee capsule color when proper packaging color is used for the capsule coffee. Application: Coffee makers can apply the results of study to select appropriate packaging color for the capsule coffee.

커피산업진흥법(안) 제정에 관한 연구

이웅규 한국커피협회 2023 한국커피문화연구 Vol.9 No.2

The purpose of this study was to present a basic plan for enacting the Coffee Industry Promotion Act. The specific purpose is, first, to secure a stable supply of coffee in response to rapidly changing climate. Second, while securing the national competitiveness of the domestic coffee industry, the health of the people was also taken into consideration. Third, the goal is to secure the future of Korean coffee-related agriculture through institutional and policy measures. The methodology for this study involved a theoretical literature review based on government publications, relevant websites, monographs, and related newspaper articles. Through this, the proposed framework of the Coffee Industry Promotion Act to respond to the development of the coffee industry is as follows. The main content of the act consists of 25 clauses organized into five chapters, along with one supplementary clause: Chapter 1: General Provisions(Article 1 to Article 4) Chapter 2: Establishment of the Foundation for Coffee Industry Development and Promotion of Coffee Culture(Article 5 to Article 11) Chapter 3: Enhancement of the Competitiveness of the Coffee Industry(Article 12 to Article 21) Chapter 4: Supplementary Provisions (Article 22 to Article 24) Chapter 5: Penalties (Article 25) Supplementary Clause: One supplementary clause Furthermore, efficient implementation strategies for the Coffee Industry Promotion Act were proposed, including: first, strengthening mutual understanding among stakeholders in the coffee industry. Second, ensuring coordination between government legislation and legislative initiatives by lawmakers related to the Coffee Industry Promotion Act. Third, enhancing the quality of legislation related to the Coffee Industry Promotion Act. In particular, specific and practical directions for the implementation of the Coffee Industry Promotion Act were suggested, such as: first, providing realistic alternatives and support and fostering directions rather than excessive regulation of the coffee industry. Second, strengthening and building the basic infrastructure of the coffee industry. Third, supporting systems and policies to improve the business viability of coffee industry-related companies and agricultural and fisheries industries. Fourth, actively supporting the overseas expansion of coffee industry-related companies and farms. The theoretical and practical contribution of this study lies in proposing the Coffee Industry Promotion Act as a development-oriented direction for the coffee industry. Future research is expected to be supported by empirical analysis and related public hearings. It is hoped that discussions on the Coffee Industry Promotion Act, which can continue to have a positive impact on social and industrial development in light of the growing significance of coffee in South Korea, will take place.

약 로스팅 커피의 푸드 페어링에 관한 연구

이준혁 한국커피협회 2023 한국커피문화연구 Vol.9 No.1

The purpose of this study is to promote the expansion of Korean coffee industry research by studying coffee pairings that are well-suited by matching coffee and food. This study conducted an experimental study in order to double the pleasure of consumers while contributing to the activation of marketing or sales increase in the coffee industry through coffee pairing research. In particular, in that it is a coffee pairing experiment that starts for the first time, it started with light roasting coffee. From December 1, 2022 to April 2, 2023, three raters participated in the experiment. Prior to the start of the study, coffee and food recommendations were received from 10 coffee experts and 10 baristas, and an evaluation paper was written while matching coffee(13 types) and food(30 types) derived from related preceding studies. As a result of the experiment, the pairing of coffee and food in this study resulted in coffee pairing results suggesting 13 types of coffee in 3 categories and 30 types of food in 3 categories. In addition, it was confirmed that the matching degree of most coffee and food(dessert, breakfast, Korean food) was rated above average, and the taste of the general public and the result of the evaluator were similar. In the end, since there is a universalized coffee pairing product, we proposed four ways to generalize and market it. First, it is the development of consumer-customized products that are segmented and specialized. Second, it is the use of coffee omakase that provides a unique experience. Third, promotion of marketing strategy for generalization of coffee pairing. These include subscription services, coffee pairing kit development, coffee pairing-related content creation, coffee pairing-related events and classes, coffee pairing recipe book development, and coffee pairing competitions. Fourth, coffee pairing menu development, consulting, and app development, suggesting marketing implications that can be further strengthened through collaboration with food companies.