[Report] Lotte Department Store Falls for Coffee... German Bonanza Coffee Lands in Korea

Last Week Main Branch 3rd Floor Opened
2030s Enjoy Specialty Coffee While Taking Photos

Using Fair Trade Beans
Lotte Plans to Create a Complex Cultural Space for MZ Generation

Bonanza Coffee store located on the 3rd floor of Lotte Department Store Main Branch.

[Asia Economy Reporter Jeon Jinyoung] "It’s totally Instagram-worthy. I didn’t expect a department store cafe to have this kind of vibe."

On the afternoon of the 30th of last month, the 3rd floor of Lotte Department Store’s main branch in Jung-gu, Seoul was filled with the aroma of coffee. During the first weekend since the opening of Bonanza Coffee, a German coffee brand listed by National Geographic as one of the '25 Cafes to Visit Before You Die,' the roughly 10 tables were fully occupied, and all the bakery items had already sold out. Customers in their 30s who had secured seats were ordering and tasting specialty coffee brewed with a filter at the bar tables, while customers in their 20s were seen enjoying their time, repeatedly saying, "The photos come out great," as they took pictures. Some customers were also browsing the merchandise displayed on one side. On the opening day, the 28th of last month, an 'open run' occurred, with office workers lining up after hearing the word of mouth. Lotte Department Store aims to make this place not just a coffee spot but a complex cultural space for the MZ generation (Millennials + Generation Z).

People are lined up in a long queue in front of the Bonanza Coffee store.

Although Bonanza Coffee beans had been imported and sold before, this is the first time a Bonanza Coffee cafe has been introduced domestically. Established in Germany in 2006, Bonanza Coffee has promoted its coffee through several collaborations with cafes in Seoul’s Hannam-dong and Hyochang-dong, building recognition mainly among people in their 20s and 30s. Considering this, Lotte Department Store has prepared to target the MZ generation. They introduced a 'filter tasting' menu that was previously only available at their Berlin local stores, and also made the beans available for purchase. Reflecting the MZ generation’s 'value consumption' trend, they use fair trade beans, eco-friendly bags, and recycled materials.

Goods zone set up in the Bonanza Coffee store. Selling coffee beans and more.

Lotte Department Store has recently been proactive in introducing unique cafes in major spaces, including Bonanza Coffee. On the 1st of last month, the 'Connected Flagship Store,' an experiential complex cultural space, opened on the 1st floor of the main branch’s Young Plaza. On the 5th floor of the main branch, the luxury watch brand cafe 'IWC Cafe' opened, and on the 6th floor, the whiskey bar concept cafe 'Manmade Sogong' was launched. Franchise cafes entering Lotte Department Store are also continuously attempting changes. Angel-in-us on the 13th floor of the main branch was reborn as a premium store called 'Specialty Sogong Branch,' with marble interiors and upgraded tea varieties and desserts.

This is part of the department store’s strategy to upgrade its luxury image and attract the newly emerging major customer base, the MZ generation. By introducing unique cafes inside the department store that appeal to the MZ generation who enjoy taking certification shots at popular cafes, they naturally encourage visits to the department store and extend the time customers spend there.

A Lotte Department Store official said, "We will continue to introduce unique cafes that can only be found at Lotte Department Store to attract the 20s and 30s generation who value experiences and to encourage them to stay longer."

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