[Report] GS25 Door2Seongsu Becomes MZ Hotspot... "Can You Just Pass By Butter Beer?"

'Doortoo' Brand First Store Opens
Wine and Beer Dispensers Installed
Products Sold Include Wonsoju and Butter Beer

Customers are taking photos at the GS25 Door-to-Seongsu popup store in Seongdong-gu, Seoul.

[Asia Economy Reporter Lim Chunhan] “I just couldn’t pass by the butter beer visible at the entrance of the pop-up store. I happened to discover it on the way, and when I came in, it was hard to tell if it was a convenience store or not.”

On the afternoon of the 13th, Mr. Oh, whom we met at the GS25 Door to Seongsu pop-up store in Seongdong-gu, Seoul, said, “It’s amazing that you can drink beer and wine instantly at a convenience store,” adding, “With wine, sometimes it’s hard to buy a bottle right away because I don’t know what it tastes like, so it was nice to be able to try a glass.”

Door to Seongsu is the first store that GS25 is launching under the 'Door to' brand. The entrance had two doors with a butter beer display in between, and the sophisticated interior was eye-catching to the point that it was hard to believe it was a convenience store. In front of the store, employees were busy promoting, saying, “This is a butter beer pop-up store. Please take a look around. We are also giving out balloons.”

On the right side of the store, there was an alcohol dispenser where customers could pour wine and beer themselves. To use the wine dispenser, you need to get a tasting card at the counter. Holding a wine glass under the device, you tap the card at the bottom of the screen and press a button to dispense 50ml of wine. You can taste wines such as Swing Shiraz and Sterling Chardonnay, and payment is made afterward by submitting the card. The beer dispenser could be used in the same way for Seongsu IPA, Stella draft beer, Guinness draft keg, and others.

On the left side of the store, there was a caf? zone. After paying for espresso, Americano, latte, and other coffee at the self-checkout, customers select their desired cup from the storage and brew the coffee themselves. University student Kim Minji said, “I rarely drink convenience store coffee, but the taste is comparable to specialty coffee shops,” and praised, “The price is also very cheap, with espresso costing only 1,000 won.”

Customers are purchasing coffee at the GS25 Door-to-Seongsu popup store in Seongdong-gu, Seoul.

Since it aims to be a caf? by day and a pub by night, there are plenty of dining spaces such as standing tables, long tables, small tables, and an outdoor terrace. Additionally, special lighting that can adjust the color tone inside and outside the store according to the time of day has been installed. During the day, a white cool tone is used, and at night, a beige warm tone lighting is the default.

Unlike regular stores, Door to Seongsu handles only about 150 products, including private brand (PB) and exclusive items. Representative items include the famous sold-out Won Soju and butter beer. As of the 11th, butter beer surpassed 1 million cans in cumulative sales, becoming the fastest million-seller in history. Desserts such as Injeolmi Sobok Cream Bread and Tiramisu Cafe Maritozzo are made fresh daily in the store, and ready-to-eat foods like chicken, chicken skewers, and French fries are sold.

A GS Retail official said, “Starting with Door to Seongsu, we will continue to expand flagship stores using the Door to brand and focus on delivering special value.”

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