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A Cup of Happiness Brewed by Coffee Master Park I-choo

2020-07-10

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This first-generation barista, Park I-choo is a legendary coffee master, especially of drip coffee. His name is what comes to mind when people think of coffee. He grabbed a lot of attention as the person who introduced and spread the coffee roasting culture in Gangneung. At a roastery café located in the city, he still roasts the coffee beans and brews the coffee himself. Let’s experience the happiness that a cup of coffee can create.

A Legendary Coffee Master Settled in Gangneung

Park I-choo is one of the most popular names in Gangneung, the city of coffee. He introduced the concept of coffee roasting in Korea when instant coffee was the main stream culture. He is a first-generation barista who wrote a new chapter in Korea’s coffee history. “I moved to Gangneung because I love the sea, and I gave the city some cultural advice when it was preparing for a coffee festival. I became more known to the public when espresso-based coffee was gaining popularity at the time.” Park, the head of Bohemian Roasters, is a Korean Japanese. He came to Korea in the early 1970s to run a collective farm business. He spent approximately 10 years farming in Pocheon and Munmak, then returned to Japan as he missed city life. He later learned how to roast coffee beans and brew coffee using the sophisticated hand drip technique in Tokyo, where the brewed coffee culture was well developed. In 1988, Park came back to Korea and opened Gabae Bohemian in Hyehwa-dong, Seoul. He introduced drip coffee, which was not yet widely known by the public, and people loved his coffee.

In 2000, he moved to and settled in Gangneung. “The first Starbucks in Korea opened in front of Ewha Woman’s University in 1998; Danguk University opened a barista course in 2000; and the Gangneung Coffee Festival was established in the mid 2000s. The brewed coffee culture spread in Korea through the process.” Park played a role in this process including lecturing at colleges. He is modest in saying that he was lucky to be part of the development coincidentally, but no one can deny that he was a catalyst for the development.

Coffee is My Destiny and Love

Early every morning, Park roasts coffee beans and brews coffee using a water kettle. He says he is both pleased and sad that more and more people visit his coffee house.” I believe if one can enjoy coffee and feel happy, that is the maximum value of coffee. You can find happiness when you enjoy the aroma and taste of coffee. However, you lose happiness once you get obsessed with money, while you are looking for something more than a small but precious happiness.” Park is also very passionate about teaching students, but he opposes the idea of opening a coffee shop simply after having attended a coffee-brewing class. He emphasizes that the person who makes the coffee needs to have the proper attitude. “When I brew coffee, I do it for the coffee, not for those who drink it. I want my coffee to know my passion and dedication to making good coffee. Coffee is my life companion.” Having a free soul, he believes that one cannot discover a new ocean unless he or she takes a journey. Park is waiting to reap the harvest from the coffee farms he set up in Laos in three year’s time. Afterwards, he will leave again to find another sea. But he won’t leave coffee, because coffee is his destiny.

You usually make drip coffee. What kind of coffee tastes better?

When I studied coffee in Japan, there were three main categories – Turkish coffee using an ibrik, espresso coffee and drip coffee. It would be best to learn all of three categories, but that was practically impossible. So I first focused on espresso but later shifted to drip coffee and obtained practical know-how in that area. I guess drip coffee suited me well. You cannot ignore trends, but I don’t think you should follow trends all the time.
Usually, coffee has a sour, bitter and sweet flavor. People can have different standards when judging good coffee, but well-made coffee is mildly sour and bitter without an overwhelming flavor. On the other hand, poorly made coffee tastes strong with an unpleasant aftertaste. Properly brewed coffee should contain only good substances, without impurities. People usually say that a coffee does not taste good when they do not like the coffee, but coffee masters say, “The coffee is not to be blamed, it is the the one who made the coffee that is at fault.” The quality of coffee is totally up to how it has been prepared.

Nowadays many people want to learn more about coffee. Could you please provide them some useful advice?

When I run coffee classes, I tell my students not to open a coffee shop. Then people ask me what is needed to open a coffee house. Every time I get this question, I tell them that only people with the right mindset should sell coffee. Others can open a coffee shop, of course, but the business won’t last long. I believe people who have the proper attitude towards people and coffee, rather than just brewing techniques, can run a coffee house for the long term. I think that one cannot succeed in the coffee business by simply trying to earn money, without affection for coffee. I believe selling one cup of coffee made with passion and sincerity is far more valuable than selling 100 cups of coffee. However, many people only care about making money out of coffee. So at every class, I tell my students that they should not regard coffee as the means of a business. There is a saying, “Truly great coffee can even change your destiny and fortune.” You should feel that you are destined to love coffee. This is even more true if you want to run a coffee shop.

What do you think is the value of coffee as a cultural tourism content?

Nowadays, coffee has become an essential part of our everyday lives. Some people tend to think they should have a good palate for coffee to become culturally sophisticated. Coffee has become a kind of cultural standard. Coffee has enough value as a cultural content. The Gangneung Coffee Festival offers various content related to coffee, and it was coffee that made Gangneung widely known to the public. I like the expression, “Coffee, coffee, coffee. My conclusion is always coffee.” I think the expression represents the influence of coffee. Many people like coffee, but maybe they are simply utilizing coffee as a means to an end. I believe we should have a proper mindset to ensure that coffee can have a positive impact on culture.

PROGRAMS

Hand Drip Coffee Class

Join a drip coffee class led by coffee master Park I-choo. It will be a meaningful opportunity to learn his expertise. Try brewing coffee with the master and you will realize that the same coffee beans will taste different depending on who brews it. This class is recommended for those who want to make tasty drip coffee.

A Talk Show with the Coffee Master

A talk show with Park I-choo is held at Bohemian Roastery, where you can listen to his stories about his life, coffee, and his philosophy about coffee. You may be able to find your own meaning of coffee as you listen to his stories. The talk show is held upon request and is available for group tourists. Enjoy a talk show that is full of the aroma of coffee.

Bohemian Roasters Tour

At Bohemian Roasters, the roastery is right next to the café. Register in advance for classes or events held at Bohemian Roasters, and you can see the delicate process of coffee bean roasting in large roasting drums. After the tour you can also taste the freshly made coffee. If you don’t have time to join the guided tour, you can see the roastery in the hallway or view it from the 2nd floor of the café.

RECOMMENDED TOURIST ATTRACTIONS

Coffee Cupper Coffee Museum

The Coffee Cupper Coffee Museum introduces the unique history of coffee and the cultures of various countries. The term “coffee cupper” originated from coffee cupping (or coffee tasting). The museum owns a variety of coffee-related articles including coffee roasters, grinders, espresso machines and rare items. You can experience the whole process of brewing a cup of coffee, from the growing of coffee beans to the brewing of coffee.

Address:
- 2171-19 Wangsan-ro Wangsan-myeon, Gangneung-si, Gangwon-do

Tel.
- 070-8888-0077

Website:
- www.coffeemuseum.kr

Time:
- 10:00~19:00

Admission:
- 8,000 won

Gangneung Coffee Street

Gangneung Coffee Street near Anmok Port is the ideal place to enjoy the rich flavor of coffee while appreciating the ocean views. The street is the most well-known coffee street in Korea. Previously Anmok beach was known for coffee vending machines, but the area was transformed into a popular coffee spot as renowned baristas opened cafes in the area. Each cafe on the street boasts unique features, such as in-house roastery cafés or cafes specialized in drip coffee or Dutch coffee.

Address:
- 17 Changhae-ro, Gangneung-si, Gangwon-do