Fashion brands in Korea embrace cafés and restaurants to enhance customer experience
11th November 2025 | Korea
Gucci Osteria Seoul, an Italian contemporary restaurant in Cheongdam-dong, Gangnam-gu, Seoul. ©Gucci
Fashion brands in Korea are increasingly opening cafés and restaurants within their physical retail spaces, using food and beverage offerings to enhance customer experience and attract new visitors. From luxury houses to sportswear and SPA brands, fashion labels are transforming stores into lifestyle destinations rather than simple shopping venues.
Industry experts say food and beverage provides a lower entry point than high priced apparel, encouraging customers to visit more frequently and engage with brands in a relaxed setting. Once inside, visitors are more likely to explore fashion collections, increasing brand exposure and potential sales.
Luxury brands are leading the movement. Louis Vuitton will launch its six floor experiential space, Louis Vuitton Visionary Seoul, at Shinsegae Department Store later this month. The venue will feature a café, chocolate boutique and restaurant alongside cultural exhibition spaces. The brand already operates a café at its Cheongdam flagship store, where menus reinterpret classic dishes and incorporate Louis Vuitton’s signature design into tableware and desserts.
Gucci operates Gucci Osteria Seoul, its fourth Osteria worldwide, while Hermès runs Café Madang in Sinsa dong. Dior also operates Café Dior in Cheongdam and Seongsu, reinforcing the connection between luxury fashion and dining.
Sports and casual brands are also adopting the concept. Adidas recently opened CAFE 3STRIPES SEOUL in Seongsu, combining bakery items, drinks, art exhibitions and live music. Zara introduced its in house café brand Zacaffe at its renovated Myeongdong store, offering drinks inspired by Korean flavours in a space influenced by traditional stone wall architecture. Ralph Lauren operates Ralph’s Coffee Seoul in Garosu gil and plans to open a second location next year.
Domestic fashion brands are following the same path. Musinsa opened ASNISUM at its Seongsu headquarters, collaborating with local food and beverage brands and hosting regular pop up stores to increase customer engagement.
A retail industry insider noted that fashion purchases are often occasional, while food and drink encourage repeat visits. As a result, fashion led food and beverage spaces generate strong social media exposure, attract consistent visitors and naturally guide customers from dining to shopping.
