Korea stands out as one of the world's leading consumers of coffee, despite a relatively modest coffee culture and knowledge. A survey conducted in 2018 revealed that Koreans ranked "interior design" as the second most crucial factor when selecting coffee shops. This underscores a trend where coffee consumption in Korea often prioritizes aesthetic appeal over a deep understanding of coffee itself.

In response to this cultural landscape, Insa Cafe Ville has emerged as an event aimed at showcasing prominent cafes in Korea. It offers visitors a unique opportunity to not only experience various coffee offerings but also to learn about the art of coffee appreciation and discover their personal tastes.