"More than just taste." That's what the renowned Korean company Fritz Coffee Company has been striving to convey through its coffee for 11 years.
The story of the roastery began in 2014. At that time , a group of six friends, including a roaster, a green buyer, a baker, and award-winning baristas, came together with a vision to create "the best coffee experience in Seoul." This common goal led them to found Fritz Coffee Company and open their first café in Seoul, located in a renovated Korean Hanok house. This project, combining tradition and innovation, quickly gained popularity, and soon after, the roastery itself was established in Pchadžu, near Seoul.
Fritz's philosophy is sustainability and that "great coffee starts with great green beans." The roastery purchases over 90% of its green beans directly from growers and roasts them in its own roastery in Paju. Through direct purchasing, the company builds direct relationships with growers and ensures they are fairly compensated. The roastery strives to apply this approach to its own Korean team as well. Approximately all 90 employees of Fritz Coffee Company are employed full-time. For Fritz, sustainability means not only caring for the environment, but also caring for people and the system as a whole. They believe that a long-term motivated team is the key to maintaining high quality in service, roasting, and customer experience.
Although Fritz Coffee Company has not won any specific international trophies or competition awards, it enjoys high recognition in the coffee industry and beyond. Its founders have been considered the "Avengers of Coffee" since the beginning, and the brand has quickly built a cult status on the South Korean coffee scene. Fritz is often praised for its quality, aesthetics, and authentic "Korean vintage" style. In 2018, it was named the most "Korean" brand in Seoul as part of a collaboration between Audi Korea and B magazine. Although it does not focus on collecting awards, its influence is evident—it has collaborated with major brands such as Samsung, Hera, and Audi, and its name resonates in international communities. The Fritz Award is therefore primarily about reputation, impact, and trust.
