얼죽아

얼죽아 (Eoljuga)

Uhl-jook-ah

The term 'Eoljuga' began trending in 2014, originating from the phrase "얼어 죽어도 아이스 아메리카노" (Even if I freeze to death, iced Americano). By around 2015, the term itself became widely used, establishing itself as a meme that represents Korea's unique coffee culture.

'Eoljuga' is an abbreviation of "얼어 죽어도 아이스 아메리카노" (Eoreojugeodo Aiseu Amerikano), which translates to "Even if I freeze to death, [I'll drink an] iced Americano." This expression captures the distinctive coffee preference of Koreans who insist on drinking cold iced Americano even in the depths of winter, opting for it over hot beverages. Its meaning has since expanded beyond just Americano to encompass any cold food or drink where there's an iced or hot option. For example, it can be used in phrases like "얼어 죽어도 아이스로" (Even if I freeze to death, make it iced) or "얼어 죽어도 아이스크림" (Even if I freeze to death, ice cream), referring to people who enjoy cold items year-round.

The meme 'Eoljuga' is widely used across all age groups and genders, not limited to any specific demographic. Notably, a survey by Starbucks Korea revealed that over 60% of its customers choose iced beverages even during winter, and in 2022, more than 7 out of 10 Starbucks users preferred iced drinks. This trend is particularly pronounced among university students and office workers who consume coffee for caffeine, as well as dieters who prefer low-calorie beverage options.

This meme highlights a distinctive aspect of Korean coffee culture where a strong preference for iced beverages, particularly iced Americano, persists regardless of the weather. It reflects a cultural phenomenon where personal preference and practicality (such as caffeine intake or low-calorie options) often outweigh seasonal norms. The meme has become a humorous yet accurate representation of many Koreans' daily habits, with its meaning expanding to encompass a general inclination towards chilled refreshments.