Korean Coffee Lovers Luring Brazilian Arabica Sales
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For about a decade, South Korea has been the new Japan for electronics exports and a vibrant domestic consumer culture. Now it’s becoming the new Japan for expensive coffee drinking in Asia -- and coffee exporters in Brazil are starting to notice.
The nation is Asia’s fastest-growing market for arabica coffee, the mild-tasting beans used in premium blends. Shops increased about ninefold since 2006 to 15,000 last year, including 554 Starbucks Corp. stores. Hugo Villas Boas, a grower in the lush hills of southeastern Brazil, is hoping efforts to supply Seoul’s upscale cafes will help boost demand for the beans after prices slumped in the past two years.