What do you think makes coffee good?

In an era when it is difficult to reconcile people's mouths, everyone's concept of "good drink" is different.

Traditionally, people think that the sweetness and sourness of the beans are the standard for good taste.

Similarly, some people think that the aroma of instant coffee is the concept of deliciousness.

The taste varies from person to person, and the happiness generated by good drinking is equal to all beings, and there is no distinction between high and low taste.

In recent years, young women have dominated the beverage market, and the quality of coffee depends on the taste and amount of added syrup.

But there is such a coffee, not only is it not syrupy, but it tastes incredibly bitter.

It was my first lead project when I took over from Linda as Creative Director of the James team.

At that time, coffee shops of various brands at home and abroad were popping up all over the country, and that kind of canned ready-to-drink coffee became a drink for manual laborers, salaried people who had just entered the society, and ordinary students.

As a result, the customer positioned the market of this coffee as "Dick Silk Beverage".

"Dick Silk Coffee" has divided its competitive field into the category of "Starbucks".

It's incredible.

But "Dick Silk Coffee" does not mean that it is destined to win the market, especially after you accept its anachronistic "bitter taste".

The reason why "Dick Silk Coffee" is so bitter is because of the roasting process of coffee beans - "direct fire roasting".

Due to the limited space, I will not talk to you more about the process principle and characteristics of "direct fire baking" here.

I want to tell you that I developed a very focused fascination with the word "straight fire" at the time.

When the coffee beans are roasted directly against the fire, they bring out a more bitter taste than the original, maybe it is a more mellow original aroma?

When a person's experience in facing life stimulates a more mature aura, when he looks back on the journey of his life, can he also taste the true meaning of life?

"Straight fire" can experience the taste of "truth".

This is true for coffee,

The same is true for people.

But the premise of all this is that you have to accept your "suffering" and face your "shortcomings" before you can think about it.

If you are always envious of other "sweetness", then the taste that truly belongs to you will be lost.

As I said this, Halu gave a slight look of understanding.