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SEOUL, March 17 (AJP) - Spanish fashion firm Zara is set to debut its in-house cafe brand, Zacaffe, at its Myeong-dong store in Seoul this May, according to industry sources.
The venture marks the retailer's third global location following openings in Madrid last November and Nanjing, China. The cafe will offer coffee, desserts, and a selection of branded merchandise, including tumblers, hats, eco-bags, and t-shirts.
Zara joins a growing list of fashion brands leveraging the cafe model to strengthen their retail experience.
Ralph Lauren entered the South Korean market with Ralph’s Coffee in September 2024, launching its first location in the bustling Garosu-gil district of Sinsa-dong. The cafe has since drawn steady crowds, with long lines forming even on weekdays.
Ralph Lauren, which opened its first cafe in New York in 2014, also introduced a temporary pop-up at The Hyundai Seoul in Yeouido.
Maison Kitsune, operated locally by Samsung C&T’s fashion division, has steadily expanded its Cafe Kitsune chain since its 2018 debut in Garosu-gil. The brand now operates in multiple department stores, with its Centum City branch in Busan reporting an average of over 400 customer groups per weekend.
Japanese homewear label Gelato Pique has also embraced the trend, launching Pique Cafe on the first floor of its Hannam-dong store in September 2024.
Specializing in desserts like crepes and gelato, the café has proven to be a strong draw. "Given Hannam-dong's pedestrian-friendly shopping environment, the response has been overwhelmingly positive," said a company spokesman. "On weekends, all seats are occupied, and demand is so high that some visitors have to be turned away."
Industry experts suggest that the rise of fashion-brand cafes reflects an effort to reinforce brand identity in an era dominated by e-commerce.
"As online shopping becomes the norm, fashion brands face increasing challenges in showcasing their unique aesthetics," said one industry analyst. "Cafes provide an opportunity to engage customers in a more immersive brand experience while offering branded merchandise."
reporter
Candice Kim
candicekim1121@ajupress.com
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