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Ediya Coffee revealed that, based on payment data from April 1–23 across five outlets inside the National Museum of Korea, roughly one in six customers was an international visitor.
The analysis found that foreign visitors were more likely to choose menu items that echoed the museum’s atmosphere and highlighted Korean ingredients.
Top among their picks was the Gukjungbak Signature Latte. While local customers typically reach for an Americano, international visitors gravitated toward the museum’s exclusive offerings.
Made with black sesame—a staple in Korean cuisine—the Gukjungbak Signature Latte pairs a nutty, rich cream with familiar coffee notes. Ediya says the drink’s appeal lies in offering visitors a taste of Korean identity without straying too far from a comfortable flavor profile.
After the signature latte, the most popular choices among foreign customers were Americanos, café lattes, espressos, and cappuccinos.
Korean-style desserts were also a standout. Traditional tea-and-snack sets and black sesame jeungpyeon (steamed rice cakes) ranked sixth and seventh overall. Street-food favorites like honey hotteok and bungeoppang (fish-shaped sweet pastries) also sold strongly in the dessert category.
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