I incorporated Korean elements that I love, such as folk paintings, Hangeul (Korean alphabet) and old spaces. I believed that by translating the warmth and familiarity of these elements into the space and atmosphere, high-end specialty coffee could be embraced more naturally.

Elements with no direct connection to coffee—such as the seal-style logo or the deliberate addition of the ㄷ consonant to the name “Fritz” (Editor’s Note: while the standard Korean transcription would be “프릿츠,” the brand intentionally uses “프릳츠”)—were used to spark curiosity. Once that curiosity draws people into the space, it becomes easier to communicate the coffee’s taste and quality.

Design is best described as a vessel. Although Fritz operates as a small enterprise, it possesses a distinct ideology: it is a community comprised of highly motivated individuals, essentially a group of skilled craftspeople. My focus is to establish a framework where those interested in personal and professional development can collaborate in a stable environment, advance through their expertise, and achieve fulfillment.

This perspective is communicated to consumers transparently via social networking services and additional platforms. For instance, I strive to clearly and professionally convey our approach to coffee and community, including demonstrating the direct trade process with coffee producers.

At first, I didn’t know the concept of branding itself. Looking back, everything I’d been doing was branding. I started with the desire to work with six experts in bread and coffee, but as time passed, I felt the need for strategy. I began to think about what was needed in the short term and what should be prepared for the long term.

So I approached it with the sense of building a company, not just a place that makes and sells coffee. I believed that our organization’s values would naturally become apparent. Wanting to be loved on my own terms became a method of survival, and in the end, branding served as a means to achieve that. I am convinced that this tool for survival was developed through transparently communicating my identity, preferences and the values I uphold.

I don’t necessarily try to follow trends. However, I do try to distinguish whether something is a flow that continuously changes lifestyles or a temporary fad. Just as COVID-19 changed how we view time at home, lasting shifts keep shaping our lives. Meanwhile, item trends are temporary and can fade quickly.

When it comes to coffee, I wish for a culture where people can savor different flavors whenever and wherever they please. Korea stands out for its exceptional cup quality—arguably among the world’s best on average. Building on this, I hope a more open and varied coffee culture will thrive.

Furthermore, I hope café culture won’t be limited to just coffee. Since cafés are spaces where people gather, I hope they become places where people can comfortably enjoy what they want beyond coffee.

Korean elements with the name “K” attached are attracting attention, but separately from that, people enjoy bread and coffee. By ensuring we meet core café standards, Korean features can set our brand apart. Although we get offers to expand abroad, I prefer to wait until the team is fully ready.

Specialty coffee is now widely accepted by the general public and is no longer considered difficult or unfamiliar. It has naturally integrated into daily culture. Whereas extensive explanations were once necessary, rapid market growth has resulted in an increasing number of consumers who possess knowledge comparable to that of baristas.

A key trait of Korean baristas is their thoughtful, persistent approach to everything they do. Their intense focus and dedication during competitions are widely recognized.

Among baristas who participate in competitions, it is often remarked that “winning in Korea is more challenging than reaching the world finals.” This reflects the exceptionally high standards and level of skill demonstrated by Korean baristas during competitive events.

In particular, these competitions require participants to develop a cohesive narrative encompassing introduction, development, transition and conclusion, centered around a single theme. The process involves persuading and engaging judges through their beverage presentations. Korean baristas consistently excel at crafting this narrative, showcasing their proficiency in both preparation and execution.

For me, it’s about understanding what core values should never change and holding onto them. I’m committed to upholding high quality, which is a standard all coffee brands should meet, and I believe that a barista’s essence is found in serving a perfectly crafted cup of coffee to the customer. That’s why I always strive to approach my work with kindness and sincerity.

Korean coffee culture has already reached a level where it can stand proudly on the global stage. The reason so many establishments excel is rooted in the fact that they’ve had to strive for excellence to survive in such a competitive market. Looking ahead, I hope to see more Korean coffee brands take on the global market, not just compete domestically. Aery is also actively preparing for international expansion as part of this trend.

Throughout an extended period of uncertainty, coffee became a source of comfort for me. I am now committed to sharing that experience with others.

The team’s mission is to establish itself as a global roastery and café. Through our passion for coffee, we aim to share a sense of vitality and fulfillment. Looking ahead, we plan to expand our operations to a neighboring country by approximately 2030.