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Baristas at Starbucks Coffee Korea are set to begin serving up Green Tea Lattes on Wednesday for the first time in the world. After observing how the new product is received in the Korean market, Starbucks plans to expand the market where the drink is offered into other parts of Asia and in the United States starting in the second half of this year.
A leader in the information technology field, Korea has often served as the "antenna" market for IT companies. IT firms have long launched their new products first in the Korean market to test their marketability but now it seems as though the Korean market is also serving as an antenna for the coffee market as well.
S.K. Chang, the CEO of Starbucks Coffee Korea, said the Korean division of the coffee giant is fifth largest in the number of stores and sales in the world, excluding the North American region. "Because the young generation makes up a large part of the customers, and they are keen to fashion, it is easy to get feedback on the products and services we provide," said Chang.
(englishnews@chosun.com )
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