[Report] A Grand Cafe in the Traditional Market Selling Vegetables? 'Starbucks Gyeongdong 1960' Stimulates 'Retro'

Opened 'Community Store No.5' and 'Gyeongdong 1960 Branch' on the 16th
Modern interior within traditional markets featuring fish, vegetables, fruits
Collaboration with LG Electronics... Offering 'retro vibes' attractions and experiences
Local artist performances also... Expected to attract younger customers

Inside Starbucks 'Gyeongdong 1960 Branch'. Photo by Moon Hyewon, Asia Economy

[Asia Economy Reporter Moon Hyewon] "I suddenly see a lot of young people, and now there's a Starbucks. The market is going to get a lot younger." On the afternoon of the 15th, when the reporter asked a seafood vendor, Mr. A, for directions to Starbucks inside Gyeongdong Market in Dongdaemun-gu, Seoul, he joked. Walking through Gyeongdong Market, where fresh seafood, crisp vegetables, and fragrant fruits were neatly displayed, smiles blossomed on the faces of the vendors.

The Starbucks 'Gyeongdong 1960 Branch,' which officially opened on the 16th, is a retro-concept store that utilizes the abandoned old theater space built in the 1960s as it is. The store covers a total area of 363.5 pyeong (approximately 1,200 square meters) and has about 200 seats. To reach the 3rd and 4th floors where Starbucks is located, you can take the elevator directly to the store entrance, but if you take the stairs, you can feel as if you are entering the audience seats for a movie, play, or sports game.

The interior of the store retained the theater structure, creating a grand atmosphere. Soft theater-style lighting was installed, evoking a cozy cave-like ambiance. The ceiling uniquely preserved the wooden structure instead of steel. The furniture was made of brown wood reminiscent of an old theater. The order table was made from recycled materials created by crushing Starbucks' stock tumblers, with colorful fragments embedded, producing a unique color effect. There is also a stage space inside the store. Local artists will regularly present cultural and artistic performances such as classical music and jazz in the future.

Collaboration space with LG Electronics set up at Starbucks 'Gyeongdong 1960 branch.' Exhibited are the black-and-white TV first introduced by Geumseongsa, the predecessor of LG, established in 1958, along with displays recreating the development process. Photo by Moon Hyewon, Asia Economy

Outside the store, LG Electronics, which shares the value of 'local coexistence' with Starbucks, beautifully decorated the Geumseong Jeonpasa space with a retro vibe, attracting attention. Exhibits include the first black-and-white TV, refrigerator, and washing machine introduced by Geumseong, LG's predecessor, since its establishment in 1958. In the 'Refresh Center' booth within this space, visitors can directly and indirectly experience various LG Electronics products.

At the 'Personality Fix Corner,' visitors can try the Gram360 and stylus pen, and on one side, LG Electronics sells all-purpose stands, grip-toks, keyrings, and more made by upcycling discarded home appliances. LG Electronics plans to donate all proceeds from sales to Gyeongdong Market. At the 'Style Fix Corner,' visitors can decorate clothes with pendants made by upcycling discarded appliances or experience making bracelets. General customers can also bring shoes or clothes they used at home for remodeling experiences. The 'Mood Fix Corner' adds a fun element with devices where visitors can enjoy games as if they were in an arcade.

Starbucks Gyeongdong 1960 Branch is the 5th 'Community Store.' A Community Store is a social contribution project where Starbucks donates a portion of store sales to nonprofit organizations for positive change and long-term development in local communities. Since opening the Daehakro store in 2014 to nurture young talent, Starbucks has operated stores such as Seongsu Station (supporting youth startup culture), Seoul National University Dental Hospital (disability awareness improvement), and Jeokseon (youth preparing for independence).