In the Hollywood film “Bruce Almighty” (2003), protagonist Bruce Nolan, played by Jim Carrey, is given a cup of coffee after an all-nighter by character Juan Valdez, wearing his trademark sombrero and poncho and holding a carriel bag. After taking a sip, Nolan sighs with relief and exclaims, “Now that’s fresh mountain-grown coffee from the hills of Colombia!”

Korean connoisseurs thirsty for top-notch coffee might utter similar words of joy after visiting Juan Valdez Cafe, which opened its second branch in Korea at Lotte Premium Outlet in Gwangmyeong City, southwest of Seoul, on Dec. 12. The opening ceremony was attended by Colombian Ambassador to Korea Tito Saul Pinilla, Procolombia executive Mauricio Quiroz and staff members of the franchise. 

Juan Valdez Cafe is a Colombian coffeehouse brand established in 2002 with more than 270 outlets worldwide. Its celebrated icon Juan Valdez has represented the country’s half-million coffee farmers since he was introduced in 1958.

Colombian coffee is recognized globally for its top-tier Arabica bean, hand-harvested at altitudes of over 2,000 meters above sea level. The climate produces high-quality beans high in acidity, offering delicate flavors in americanos, lattes, cappuccinos, espressos and mochas.

Coffee was first introduced to Colombia in 1730 by Jesuit priests, according to historical records. The commercial production boom did not take off until 200 years later, when the National Federation of Coffee Growers of Colombia ― a business cooperative of farmers ― was founded in 1927 to promote the production and export of Colombian coffee. The federation also supports research and development through grants to universities and financial mechanisms aimed at increasing product competitiveness in the international market.

The Colombian Embassy in Seoul has helped Colombian businesses expand their presence in the Korean market through conferences, cooperation agreements, trade missions and promotion of investment portfolios.

By Joel Lee (joel@heraldcorp.com)