“…Coffee tourism in Gangneung is quite exceptional and unexpected. Given the fact that coffee drinking is associated with the rise of modernism in Korea (Jin, 1999;Han, 2014) just like in western countries (Manning, 2013), Gangneung, which is of relatively small size by Korean standards and is located far away from Seoul, has hardly been regarded as a forerunner of modern culture in Korea. Food and drink tourism in small cities or rural areas is usually based on traditional local food and drink.…”