[Report] From Digital Art Walls to Campfires... Have You Visited 'Byeoldabangjeom'?

Over 30% Increase in Average Store Visitors Compared to Nearby Areas
22nd Anniversary Starbucks, A Gesture of Respect and Gratitude to Korean Customers

On the 26th, people are purchasing drinks at the Starbucks Byeoldabang branch in Jung-gu, Seoul.

[Asia Economy Reporter Lim Hye-sun] "Is this really the Byeoldabang branch? I want to experience it even if I have to wait."

The Starbucks Byeoldabang branch has opened in Myeongdong. Located on the first floor of the State Tower Namsan Building opposite the Shinsegae Department Store main branch in Jung-gu, Seoul, the Byeoldabang branch attracted crowds from its opening day on the 26th. From the opening time at 7 a.m., a queue of about 30 people formed. Even at 3 p.m. on a weekday, well past lunchtime, 25 people were waiting to enter the store. Starbucks explained, "The number of visitors was more than 30% higher than the average for stores of similar size in the nearby area." Kim Hye-jin (38, female), who works at a nearby company, said, "During college, Starbucks was nicknamed Byeoldabang and Coffee Bean was called Kongdabang, so I was curious to see the real Byeoldabang branch and rushed here."

Among more than 1,500 stores in Korea, the Byeoldabang branch is the only one named with a nickname rather than a place or building name. Celebrating its 22nd anniversary this year, Starbucks specially chose the name Byeoldabang to express respect and gratitude to Korean customers.

Entry to the store was limited due to COVID-19 prevention guidelines, resulting in longer waiting times than other stores. The store, with an area of 413.5㎡ (124 pyeong) and 85 seats, limited the number of visitors to around 45 due to social distancing measures.

Upon entering, the LED art wall installed at the front caught visitors' attention. The 8m wide and 4m high art wall displayed a video capturing a day at the Starbucks Hacienda Alsacia coffee farm. This work was created in collaboration with illustrator Lee Kyu-tae.

The interior design emphasized comfort. The ceiling decorations, inspired by traditional patterned roof tiles, gave a Korean feel. There was also a space where customers could enjoy tea while looking at a campfire. University student Kim Su-a (23, female) explained, "Drinking tea while watching the fire gives a comfortable and cozy feeling, just like being at home." A separate space for seminars was also available in one corner of the store. Outside the store, there was a dedicated pickup area for Siren Order, allowing customers to get their coffee without waiting.

Starbucks also released special drinks to commemorate the opening of the Byeoldabang branch. Seven new Reserve and Teavana specialty drinks, including ‘Sakeratto Affogato,’ ‘Konggomul Black Milk Tea,’ and ‘Byeolgung Omija Youthberry Tea,’ were launched nationwide at Starbucks Reserve stores including Byeoldabang. The Byeoldabang branch also sold the Gourmet Butter Pretzel and Woori Anggeum Butter Scone, previously only available at the Yangpyeong DTR branch. Bacon Avocado Sandwich and Melting Three Cheese Sandwich were also exclusively available at the Byeoldabang and Cheongdam branches.

This content was produced with the assistance of AI translation services.