Ginseng coffee later became popular in Italy. It reportedly arrived in Milan in the mid-2000s.[4] It was described by one journalist as being offered by "almost all" coffee bars and coffee machines by 2019.[5] In 2018, one study of energy drink consumption by university students in Verona found that among the 37.4% of students who reported consuming ginseng, beverages combining ginseng and coffee were the "most often used combination" at 71.8%; it was more popular among female students than male students.[6] Writer Dixe Wills described a ginseng coffee he had in Milan as "tasting nothing at all like coffee".[4]
^Majori, S.; Pilati, S.; Gazzani, D.; Paiano, J.; Ferrari, S.; Sannino, A.; Checchin, E. (2018). "Energy drink and ginseng consumption by Italian university students: a cross-sectional study". Journal of Preventative Medicine and Hygiene. 59 (1). doi:10.15167/2421-4248/jpmh2018.59.1.813. PMID29938240.