Why Zara opened a café in Seoul: Fashion brands blend coffee and clothes to attract shoppers
Zacaffe Seoul. Courtesy of Zara
Would you stop for a latte and leave with a new outfit? That’s becoming more likely as fashion brands double down on café culture here.
On June 2, office worker Kwon, 36, met a friend at Zacaffé, a new cafe nestled inside a Zara store in Seoul’s bustling Myeong-dong District. “I’ve always liked the Zara brand, so it’s interesting to see a cafe inside,” she said. “It’s nice to browse clothes while waiting for a friend — and then shop together afterward.”
Zacafé, Unique, and the rise of fashion cafes
Global fashion brand Zara opened the Seoul location of Zacaffé last month — its third globally, following Madrid and Nanjing. The concept of installing cafes inside large fashion stores is no longer surprising. Ralph Lauren launched Ralph’s Coffee in Seoul in September 2024, and sneaker brand Golden Goose opened its fourth cafe Unique in Seoul last July, following Thailand and China.
Zacaffé Madrid. Courtesy of Zara
Cafe Unique run by sneaker brand Golden Goose / Captured from Golden Goose's social media
These fashion cafes serve a dual purpose: attracting trend-conscious younger shoppers while doubling as brand promotion tools. “I saw it on social media and wanted to check it out,” said Kang, 21, a visitor to Zacaffé. “It’s a fun place to hang out, and the setup makes me want to browse the store again.”
In some cases, the cafe side of a fashion brand becomes more popular than the fashion itself. A prime example is Kith Treats, the dessert cafe inside the American lifestyle brand Kith, which opened in Seoul’s Seongdong District in May 2024. Its ice cream went viral after BLACKPINK singer Jennie was spotted enjoying it, resulting in longer lines for dessert than for the clothing registers.
Dessert cafe Kith Treats, run by American lifestyle brand Kith. Captured from official website of Kith
Ice cream served at Kith Treats. Captured from Kith Treats' social media
Fashion that engages the five senses
This trend reflects a growing shift: fashion is no longer just about wearing clothes but about experiencing the brand’s values and lifestyle. “F&B operations allow people to remember a brand through all five senses,” said Kim Ji-hern, a business professor at Sejong University. “When you walk into a cafe-equipped store, you hear beans grinding, smell the coffee, taste it — and all of that becomes part of how you experience the brand.”
This explains why fashion brand cafes often feature desserts topped with logo designs or latte art depicting brand mascots. Merchandise like logo cups, plates and eco-bags further boosts brand exposure.
“Luxury brands usually expand from womenswear to menswear, childrenswear, furniture and hotels,” said fashion columnist Park So-hyun. “But when that’s not feasible, cafes or restaurants serve as a middle ground — spaces where customers can experience the brand without buying clothes.”
Diverse goods sold at Ralph's Coffee in Seoul / Korea Times
A latte from Ralph’s Coffee features latte art in the shape of the brand’s signature bear. Korea Times
Offline retail shifts toward lifestyle spaces
Ultimately, this cafe expansion reflects broader trends in the retail sector: the rapid growth of online shopping and the decline of offline sales. According to Korea’s Ministry of Trade, Industry and Energy, offline sales of fashion and accessories by major retailers dropped by 8.3 percent in April compared to the same month last year.
In Korea, younger consumers increasingly shop for designer fashion via platforms like Musinsa and 29CM. Musinsa, the nation’s top online fashion platform, surpassed 1 trillion won ($723 million) in annual sales last year, setting a record.
As a result, industry experts predict that offline stores will increasingly transform into showrooms or hybrid spaces centered on cafes. “People might not go out just to buy clothes on weekends anymore, but they’ll still go out for coffee,” said Park. “For fashion brands, entering the F&B business is low-risk and high-reward — it’s a smart and appealing option.”
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.