Nespresso Korea CEO Park Sung-Yong speaks during a press conference about the company's new campaign encouraging consumers to explore diverse drinks using the company's new Vertuo Up coffeemaker, in Seoul's Seongsu area, Thursday. Courtesy of Nespresso Korea

Nespresso Korea unveiled its new marketing campaign aimed at the thriving capsule coffee market here on Thursday with the introduction of its new Vertuo Up coffeemaker.

The Korean subsidiary launched a new brand campaign asserting coffee is more than a simple beverage but rather something to explore based on personal desire — exploration enabled by the Vertuo Up's one-touch function that preheats in just three seconds.

The new campaign is in response to Korea’s evolving coffee culture, driven by consumers in their 20s and 30s who enjoy trying new drinks, especially iced varieties.

“Coffee drinks that had remained below the radar in the past are now gaining rare retrospective attention from these young consumers. Sales of flavored and decaffeinated coffees have jumped over 40 percent since 2023. Those aged 20 to 34 nowadays drink at least two cups of coffee every day and 88 percent of them choose iced coffees,” Nespresso Korea CEO Park Sung-Yong said during the company's press conference in Seoul’s Seongsu area.

Actress Kim Go-eun, left, a global ambassador for Nespresso, chats with an emcee at the company's Media Day event in Seoul's Seongsu area, Thursday. Courtesy of Nespresso Korea

“In our recent survey, 56 percent of respondents aged 25 to 34 said they want to try seasonal drinks that are available only for a limited period. Together, these indicators show that many coffee consumers here don't want a routine coffee culture but instead want to keep discovering new things that hit their tongues better. The demand for new flavors of coffee is rising rapidly.”

Vertuo Up offers users access to as many as 200 different coffee drinks without needing to go to a cafe, making it convenient to explore new flavors and styles of coffee from the comfort of the home or office.

Nespresso unveiled the Vertuo Up in Korea last month, its premiere in the Asian market after it was released in the United States and Canada. The product's release is part of Nespresso’s 40th anniversary celebrations.

Source: Korea Times News