Why Koreans Drink Iced Coffee Even in -10°C? (The 'Eol-juk-ah' Phenomenon)

It’s freezing in Seoul these days. The temperature hit -10°C (14°F) and it doesn't look like it's warming up anytime soon.

Yet, if you look around the streets of Gangnam or Yeouido during lunch hour, you will spot a strange phenomenon. Everyone is wearing heavy "Long Padded Coats" (the unofficial uniform of Korean winter), but in their hands? They are holding giant cups of Iced Americano.

Why on earth do Koreans drink freezing cold coffee in freezing cold weather?

This isn't just a preference; it's a lifestyle. We call it "Eol-juk-ah."

• Eol (얼): Eol-eo juk-eodo (Even if I freeze to death)
• Juk (죽): ...die...
• Ah (아): Americano.

Combined, it means "I’d rather freeze to death than give up my Iced Americano." (When ordering at a cafe, locals simply call it "Ah-Ah" for short.)

The "Why": It’s About Survival, Not Taste

I analyze this unique culture through two lenses: Speed and Stress.

1. The "Pali-Pali" (Hurry-Hurry) Culture: Hot coffee takes too long to cool down. Korean office workers need their caffeine hit immediately after lunch to power through the afternoon. With a straw, an Iced Americano can be consumed in seconds. It is the ultimate fuel for efficiency.

2. "Hwa-byung" (Internal Fire): Koreans often joke that they have "fire" inside them due to high-stress work environments and intense competition. Cold coffee acts to soothe this internal heat. It’s not just a drink; it’s a fire extinguisher for stress.

If you visit Korea in winter, don't be shocked by the locals sipping ice water while shivering in their puffer coats. It represents the intensity of modern Korean life—efficient, fast-paced, and always burning with energy inside.