This paper reviews taste and odour (T&O) issues of South Korea's water industry. For this purpose, an overview of the water supply systems and drinking water standards is presented and some results from citizen surveys for customer satisfaction are included. A case study is presented in which the water intake was shifted from inside a main reservoir to a downstream location due to T&O problems. It is true that the South Korean water industry has long relied on the tolerance of consumers for periodic T&O events. Recently the South Korean water industry has become aware that the T&O problems are at the centre of consumers' concerns and has taken several positive approaches. These include monitoring T&O events using sensory and instrumental methods, installation of a baffled-channel PAC contactor and application of advanced water treatment processes.