Decaffeinated coffee   (C) Global Economic Times

SEOUL—In a dramatic shift reflecting the nation’s burgeoning “Healthy Pleasure” trend, decaffeinated coffee has cemented its status as a new normal in South Korea, with sales soaring to unprecedented levels. Starbucks Korea announced on November 4th that its decaf coffee offerings sold a staggering 36.5 million cups from January to October of this year, a robust 35% increase compared to the same period last year, and handily surpassing the 32.7 million cups sold throughout all of last year.

This surge in popularity has not just boosted total sales; it has fundamentally reshaped the hierarchy of the coffee giant’s menu. The Decaf Caffe Americano has become a breakout hit, climbing the ranks to secure the third spot in annual sales, trailing only its caffeinated counterpart, the Caffe Americano, and the Caffe Latte. In the process, it has unseated the long-reigning tea champion, the Grapefruit Honey Black Tea, which previously held the number three position.

The data clearly illustrates how decaf is transitioning from a niche choice to an everyday essential. Decaffeinated options now account for a significant 13% of all Caffe Americanos sold, an increase of more than 2 percentage points from the previous year. This metric signals that approximately one in every eight Caffe Americanos purchased at Starbucks is now the decaf version, indicating a deep integration into daily consumer habits.

The "Healthy Pleasure" movement—a lifestyle emphasizing the enjoyment of healthy choices—is widely credited with driving this behavioral change. Consumers are increasingly seeking ways to maintain the ritual and flavor of coffee without the potential side effects of high caffeine intake, especially during afternoon and evening hours.

Lee Myung-hoon, the head of Starbucks’ beverage team, acknowledged this shift, stating, “Decaffeinated coffee is becoming an excellent alternative for customers who wish to savor the original taste and aroma of coffee without the burden of caffeine.” He added that the company plans to continue introducing differentiated products to meet the rapidly expanding annual demand for decaf.

In response to the accelerated demand, Starbucks Korea has actively leveraged targeted promotions to make decaf options more accessible and affordable. Among these is the “One More Coffee Coupon,” which rewards Starbucks Rewards members who purchase select core beverages (including Brewed Coffee, Caffe Americano, Latte, Vanilla Latte, or Cold Brew) with a 60% discount on a tall-sized Decaf Caffe Americano, available for just 2,000 Korean won 30 minutes after the initial purchase.

Furthermore, the “Evening Event,” running daily from 6 p.m. until closing, offers a 30% instant discount on a beverage when purchased alongside a sandwich or cake, catering directly to customers seeking a caffeine-free treat later in the day.

Beyond its coffee lineup, Starbucks is also ensuring a robust selection of genuinely caffeine-free options to meet diverse customer preferences. This includes popular choices such as the Yuja Mint Tea, Starbucks Strawberry Latte, Mango Banana Blended, and the Light Pink Grapefruit Fizzio. The commitment to a broad, high-quality caffeine-free menu underscores the coffee giant’s strategy to capitalize on the enduring, health-conscious preferences of the South Korean market. The impressive sales figures confirm that for a significant portion of the population, enjoying coffee without the jolt is no longer an exception—it is the rule.