| Korea

Starbucks opens Korea’s biggest coffee shop

The 50/50 joint venture between Starbucks Coffee International, Inc. and Shinsegae Group is the largest in the global coffee giant’s 1,140-strong South Korean portfolio
Starbucks has opened its expansive 1,000sq m (11,000sq ft) coffee shop in the heart of Seoul. Taking residence over two floors at Jong-Ro Tower, the new outlet is four times larger than the coffee giant’s average store in the country.

The centrepiece of the new store is a 25-metre triangular service area, dubbed the ‘Grand Bar’, from which Seoulites can sample the chain’s coffee menu and a range of Teavana products.

Aimed at customers seeking a more tailored experience, Starbucks has also installed a separate ‘Coffee Stage’ where its premium ‘Reserve’ brews are served by baristas in an artisan setting.

The US coffee chain said that the new store seeks to merge traditional Korean culture with modern city amenities. The ‘Jongro’ branch references classic Korean design, with the country’s culinary heritage featuring prominently on a menu of around 60 locally-sourced food items.

“The Jongro store represents the 19-year coffee journey we’ve been on with Korean customers,” said S.K. Lee, CEO, Starbucks Coffee Korea. “We are pleased to create a place which pays respect to our Korean heritage while elevating the coffee retail experience customers have come to expect of Starbucks.”

Starbucks has a strong presence in the South Korean coffee shop market, operating more than 1,140 stores across 75 cities.
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