Get You a Man Who Looks at Watermelon the Way Byeon Woo-seok Does

What’s trending on X right now? Byeon Woo-seok’s 'watermelon c-bala'. Naturally, I clicked—and fell straight down the Twitter rabbit hole.

“Watermelon c-bala” loosely translates to something like “watermelon seed-picker”—with ‘c’ standing for seed and ‘bala’ coming from the Korean verb meaning to remove or to pick out.

So... What did I find?

It’s Watermelon Season, and Byeon Woo-seok Is the Poster Boy

Ediya Coffee just launched their newest summer drink lineup, and they didn’t hold back. Their flagship? A fresh watermelon juice, fronted by none other than the internet’s latest boyfriend, Byeon Woo-seok.

EDIYA Coffee Launches Three Limited-Edition Fresh Fruit Drinks for Summer

As temperatures begin to rise, EDIYA Coffee is introducing three seasonal, limited-edition fresh fruit beverages: Fresh Watermelon Juice, Fresh Tomato Juice, and Tomato Basil Ade.

According to EDIYA Coffee on May 22, the Fresh Watermelon Juice is made by blending whole, high-sugar watermelons, capturing the natural sweetness and refreshing flavor of the fruit. The Fresh Tomato Juice uses cherry tomatoes to deliver a sweet and tangy taste, while also offering a satisfying sense of fullness. The Tomato Basil Ade is a sparkling drink that blends the bright acidity of tomatoes with the fragrant freshness of basil, creating a vibrant, herbaceous profile ideal for summer.

EDIYA Coffee's Fresh Fruit Beverage series has become a signature summer lineup, returning each year to great popularity.

Organic, Aesthetic, and a Bit Erewhon-Inspired?

Korea seems to be catching the health and wellness bug too… LISA would definitely approve.

But, Erewhon's price tags got me like:

This summer, Ediya is clearly chasing that clean, fresh, Erewhon-adjacent aesthetic. Their seasonal lineup includes not just the Fresh Watermelon Juice, but also a zesty Tomato Basil Ade and a sweet-and-sour Cherry Tomato Juice.

To sweeten the deal, they’re holding a promotional event where customers can win 5,000 KRW mobile coupons.

Byeon Woo-seok: Certified Watermelon Robber™

The star of Lovely Runner has been dubbed a “watermelon robber” in Ediya Coffee’s ad copy. Sounds aggressive, right? But hear this out: it’s actually a compliment. In Korean, the term refers to the type of guy who’ll lovingly remove every single watermelon seed for you—no questions asked. Romantic. Gentlemanly. Slightly delusional. Perfect.

So the next time someone asks for your MBTI or ideal type, just say “watermelon robber”—aka someone who removes watermelon seeds for you.

Verdict? It hits every O you’re thinking of. Organic. Org... you get it.

Between the bold drink names, fresh visuals, and chaotic copywriting, Ediya’s marketing team deserves a raise. Byeon Woo-seok pitting out watermelon seeds for you? That’s the summer fantasy we didn’t know we needed.

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