Perlen Cafe drives unique non-alcoholic bar trend in Seoul

Park Joo-won, founder and manager of Perlen Cafe, poses in front of her pop-up at The Hyundai Seoul in Yeouido, Aug. 15. Courtesy of Bereket Alemayehu

Park Joo-won can’t drink alcohol, but that didn’t stop her from creating her own bar brand in Korea. While studying art history in Scotland, she became captivated by the whisky-making process.

"I'm a person who can't drink much alcohol, although I studied in Scotland, the homeland of whisky. During my time there, I became very familiar with the whisky-making process and learned a lot about it," she said.

After returning to Korea, she was inspired to create Perlen Cafe, a non-alcoholic bar.

"I realized that many people avoid alcohol for health reasons, and I think that drinking isn't just about getting drunk — it's more about enjoying time together and socializing," she said. "In Korean society, though, not drinking alcohol can make you feel like you're not part of the group. I wanted to help people who don't drink alcohol blend smoothly into social situations. That's when I thought, what if there was a bar where you could enjoy something like whisky without the alcohol?"

Perlen Cafe's specialty is a whisky-flavored Dutch coffee.

Perlen Cafe offers to-go bottles of whisky-flavored Dutch coffee at a pop-up in The Hyundai Seoul in Yeouido, Aug. 15. Courtesy of Bereket Alemayehu

"I think the process of making coffee is quite similar to making whisky," Park said. "That's what came to mind because, just like in whisky production, coffee beans sometimes go through fermentation. There are also many steps involved in developing flavors, such as different roasting levels and grinding points. These subtle variations can lead to distinct tastes in coffee, much like how whisky's flavor profile can change."

The business has expanded rapidly, opening multiple branches across Seoul. This year, Perlen was honored with the prestigious Berlin-based iF Product Design Award for Coffee Branding & Packaging.

The cafe is currently one of the featured pop-ups at The Hyundai Seoul in Yeouido, where it offers a unique non-alcoholic bar experience, featuring Whisky Dutch, Whisky Tea and Clara Beer — all non-alcoholic — under the slogan, “Sober is Sexy.”

Park Joo-won, founder and manager of Perlen Cafe, poses in front of her pop-up at The Hyundai Seoul in Yeouido, Aug. 15. Courtesy of Bereket Alemayehu

It is getting huge attention from younger Koreans who flock to experience the new non-alcoholic trend.

“Korea has a culture of alcohol consumption, but times are changing," Park said. "With the rise of zero-sugar drinks like zero-sugar soju, there's a growing curiosity about non-alcoholic options. This trend is already popular abroad, particularly among Gen Z. The concept of 'zero curious' is gaining traction as more Koreans, especially younger generations, are opting to drink less or not at all. There's a noticeable shift away from the traditional excessive company drinking culture toward more mindful consumption.”

Perlen, meaning pearl in German, is dedicated to offering customers new and innovative experiences, particularly through the concept of a new way of meeting your coffee. One of the unique offerings includes a "dessert omakase" — a curated dessert pairing experience.

"We offer three different drinks and three different plates of dessert over an hour and a half. During this time, we provide detailed explanations about how each coffee is made and how it should be enjoyed. We also explain the ingredients and the concept behind each dish. It's like a fine dining experience, where every detail is carefully considered and presented," Park said. "We also have alcohol-free beer and wine on our menu. To appeal to trendy Koreans, Perlen is also offering a Dubai Chocolate made like an 'anju' salami.”

When asked about the future, she said, “I believe the non-alcoholic trend is going to become even more popular because today's younger generations are increasingly concerned about their health. My message to young people in Korea is to embrace diversity and pay attention to their interests. It's important to focus on what you genuinely like or dislike, rather than just following trends. By doing so, I believe we can create a richer and more vibrant culture."

Visit perlen.kr for more information.

Bereket Alemayehu is an Ethiopian photo artist, social activist and writer based in Seoul. He's also the co-founder of Hanokers, a refugee-led social initiative and freelance contributor for Pressenza Press Agency.