Ad inside a Hollys Coffee location. Translation: Freshness is the life of coffee. The fresh aroma from a newly roasted bean keeps its aroma for only three weeks. Others take three months just to import their roasted beans but Hollys only uses beans that have been roasted within the last month.

Close up of the same ad, where spot checks were done on coffee shops in Gangnam to see when the beans were roasted. Translated from the Herald Media article: (as of July) Starbucks in Gangnam has coffee with an expiry date of September. The period of use is six months, and the roasting for the beans was done in March. Hollys Coffee: The COEX location has a period of use of six months. The roasting was done on the 12th of last month. Coffee Bean: the expiry date for beans roasted in the COEX location is this December, with a total period of use of nine months. The roasting was done in March.