"Targeting Home Cafe Enthusiasts"... Shinsegae Department Store Expands Coffee and Tea Pop-up Stores

Coffee and Tea Sales Increase by 34.7% from January to September This Year

Gongbucha, a high-end tea brand in Cheongdam-dong. (Photo by Shinsegae Department Store)

[Asia Economy Reporter Lim Chun-han] In the past, the home cafe trend gained popularity due to the COVID-19 pandemic, but recently, with the continued high inflation, more people are enjoying high-quality coffee and tea at reasonable prices at home.

According to Shinsegae Department Store on the 6th, sales of coffee and tea from January to September this year increased by 34.7% compared to the same period last year. Fortnum & Mason, a premium British royal tea brand exclusively offered by Shinsegae Department Store, recorded a high growth rate of 62.1%.

To welcome the autumn and winter seasons, Shinsegae Department Store is opening six new pop-up stores to target consumers. At the Gangnam branch, from the 7th to the 13th, they will introduce Intelligentsia Coffee, a specialty coffee brand representing North America, through the official importer MH Partners. Featured products include House Blend, Single Drip Pack, and Classic Cold Brew. On the 14th at the Gangnam branch and from the 21st to the 27th at the Gyeonggi branch, they will showcase Gongbu Tea, a high-end tea brand from Cheongdam-dong.

Home cafe-related courses are also popular at the Shinsegae Academy. The 'I am also a Coffee Barista' and 'Office Worker Coffee Barista' classes offered at the Gangnam and Uijeongbu branches introduce coffee machine operation methods and beverage preparation techniques. These courses have received positive responses especially among office workers in their 30s and 40s, often filling up early each semester.

A Shinsegae Department Store official said, "Due to factors such as high inflation, the number of customers enjoying high-quality coffee and tea at reasonable prices is increasing," adding, "We will continue to offer various content tailored to customers' lifestyles."