Nespresso explores flavor with new one-touch capsule coffeemaker
Nespresso Korea unveiled its new marketing campaign aimed at the thriving capsule coffee market here on Thursday with the introduction of its new Vertuo Up coffeemaker. The Korean subsidiary launched a new brand campaign asserting coffee is more than a simple beverage but rather something to explore based on personal desire — exploration enabled by the Vertuo Up's one-touch function that preheats in just three seconds. The new campaign is in response to Korea’s evolving coffee culture, driven by consumers in their 20s and 30s who enjoy trying new drinks, especially iced varieties. “Coffee drinks that had remained below the radar in the past are now gaining rare retrospective attention from these young consumers. Sales of flavored and decaffeinated coffees have jumped over 40 percent since 2023. Those aged 20 to 34 nowadays drink at least two cups of coffee every day and 88 percent of them choose iced coffees,” Nespresso Korea CEO Park Sung-Yong said during the company's press conference in Seoul’s Seongsu area. “In our recent survey, 56 percent of respondents aged 25 to 34 sa
