Covering the food & beverage industry, beauty, fashion, retail markets, the Ministry of Land, Infrastructure and Transport, the Ministry of Agriculture, Food and Rural Affairs and related people and entities worldwide
Dongsuh Food’s Seoul hotspot brews summer vibe
Dongsuh Foods’ Maxim Plant in the Hannam area of Seoul’s Yongsan District / Courtesy of Dongsuh Foods
By Ko Dong-hwan
Dongsuh Food’s signature premium cafe in Seoul, Maxim Plant, is attracting consumers with new coffee drinks on limited offer, and a new interior concept for summer, according to the major food company, Monday.
Amid the sultry season, the hotspot in Seoul’s bustling Hannam area in Yongsan District has launched its Blue in Maxim Plant campaign with a facelift of its indoor decor. The company said the updated mood intends to evoke summer vacation in the city.
The new interior goes well with the new summer drinks. The coconut ice latte is the venue’s exclusive item, made with Maxim Plant’s summer blend espresso. The summer blend ice Americano is a new concoction of fruity flavors and lemon, a daring combination for a company best known for its instant coffee.
Some menu items here are mixed with Dongsuh’s instant coffee powders for unique recipes. Maxim Mocha Gold, one of the company’s most popular instant coffee mixes, has become a key ingredient in the cafe's Mocha Gold Original, Mocha Gold Boost and Mocha Gold Ice.
Maxim Plant's revamped decor for summer / Courtesy of Dongsuh Food
The pinnacle of Maxim Plant’s customer experience comes from Synesthesia Coffee, which is served in the brewing lounge on the top floor. Here, the coffee is just part of what customers pay for — the space is furnished to offer visitors a full sensory experience, not just tasty flavors.
Synesthesia Coffee is one of Maxim Plant’s 16 specialty coffees, recommended to visitors after they select their personal coffee preference for aroma, acidity and roast level. The house recommendation extends further, offering things to read, listen to and sit on while sipping the drinks. The company said the experience “stimulates the five senses.”
Maxim Plant also has a reserved space for those wishing to learn how to roast and brew beans, with learning experiences for beginners and more experienced coffee-lovers.
“Maxim Plant is where people can come and feel the vibe of summer vacation in the middle of Seoul,” said a Dongsuh Food official.
Since its opening in 2018, Maxim Plant has drawn 1.42 million visitors in total, as of June.