Skipping breakfast in favour of more sleep before the hectic commute to work has become common practice for Koreans. The irony is that people are increasingly aware of the importance of breakfast for their health and performance.
F&B companies have seized this opportunity by offering convenient grab and go breakfast items such as soup, porridge and fruit smoothies that can be enjoyed on the way to the office.
Soup for breakfast is a popular option. A steaming hot cup of soup is especially welcome in the brutal, sub-zero temperatures commuters in Seoul endure. Even McDonald's is getting in on the trend with a limited time offer of corn cup soup.