Kim Jin-ho's Water and Coffee Story (77) Successful Cafes vs. Failing Cafes, It Depends on My Choices

The coffee market of South Korea, known as the 'Coffee Republic,' continues to show external growth year after year. However, behind these glittering figures lies a stark contrast between light and shadow.

While there are 'successful cafes' that open their doors with energy every morning, the harsh reality is that 'failing cafes' quietly contemplate closure alongside them.

What is the decisive difference that determines the fate of the two within the same market environment? To put it plainly, the success and failure of a cafe ultimately depends on 'my choices and perspective.'

■ The Neuroscience of Positivity Creating Managerial Differences

There is an interesting phenomenon. When you search for successful cafes and failing cafes respectively on YouTube, the world's largest video platform, an extreme contrast of content pours out. At that moment, where my choice is directed becomes important.

Those who search for successful cafes, absorb their know-how, and apply it to their own businesses lay the foundation for sustainable growth.

Conversely, those who become immersed in cases of failing cafes and listen to depressing stories become psychologically diminished and gradually slip into the trajectory of failure.

This is not merely a matter of mood but a phenomenon proven by psychology and neuroscience. People who succeed at anything always start from a positive mindset, while those who fail hesitate to begin with negative thoughts.

Thus, a minute angle difference at the starting line creates completely opposite results as time passes.

■ The Essence of Fundamentals and Techniques: 'Coffee Knowledge'

The essence of cafe business and the most powerful technique is 'making delicious coffee to turn customers into regulars.' To be faithful to this obvious and absolute fundamental principle, deep coffee knowledge must necessarily provide backing.

Unfortunately, in the field there are countless business owners who have rushed into the startup line without specialized knowledge about coffee. This is as perilous as gripping the steering wheel of a car traveling at 100 km/h without a driver's license and without road practice.

Global coffee trends are also changing rapidly. The Specialty Coffee Association (SCA) of America has formally introduced the 'Coffee Value Assessment (CVA)' system to convert subjective coffee taste evaluations into objective and scientific indicators.

This is a commitment to correctly convey the true value of coffee to customers. Ultimately, for today's cafe managers, the ability to accurately evaluate and express coffee value, along with coffee knowledge, has become an essential condition for survival.

■ Coffee Value Innovation: Scientific Harmony of 'Water and Beans'

Recently, young entrepreneurs leading the coffee industry have been showcasing various win-win strategies for this coffee value innovation.

The activities of 'Quest Bean,' a bean roasting and supply brand, are exemplary. They do not merely stop at delivering beans. They conduct tastings and water quality analysis to ensure that the supplied beans manifest optimal flavor in their stores, and guide the usage of purification filters suited to each cafe's environment.

This is a scientific approach: the bean's unique coffee flavor is perfected when it meets the water that suits it best.

The activities of 'Mineral Maker,' which implements optimal water quality for coffee extraction, also stand out. Based on the expertise of an international coffee taster (SCA Q Grader), Mineral Maker scientifically diagnoses a cafe's water and bean roasting conditions, provides customized solutions best suited to the cafe, and leads upward leveling of coffee taste.

■ The One Who Understands Possesses

Germany's great author Goethe said, "When you understand, you can possess." Only when you understand the beans in your hand, understand the water flowing into your cafe, and understand the hearts of customers who visit your space can you become the protagonist of a blockbuster cafe.

If you wish to become a successful cafe manager, you must choose a positive mindset and invest generously in broadening your coffee knowledge.

There is no free success in this world. This is a truth regardless of time and place, East and West. Today's choice of mine determines tomorrow's success.