Japanese-Style Cosplay Cafe... Entrance Reservation Server Crashed Due to Word of Mouth
"Concerns Over Negative Impact on Youth" vs "Expectations for Revitalizing Commercial Area"
The country's only "Maid Cafe" opened on the 15th at Hongdae Entrance in Seoul. It gained popularity among young people to the point that online advance reservations surged, but local residents expressed discomfort with the Japanese-style cosplay custom that commodifies women.
Introduction photo of a maid uniform-wearing employee posted on the maid cafe's SNS (left) and the signature menu omurice with ketchup art (right) [Image source: Screenshot from the maid cafe Instagram]
A maid cafe refers to a cafe where female employees dressed in Western-style maid outfits provide services such as food and beverage. The concept is that the "maid" serves the "master," meaning the employees serve the customers as if they are being served. Although this custom originated in Japan, recently in South Korea, influencers such as YouTubers and celebrities have increased interest by sharing their experiences visiting Japanese maid cafes. Maid cafes first appeared in Korea in 2006, with a few operating for a while before all closing down. The cafe that opened this day is a reappearance riding the recent consumer trend led by influencers and social media.
According to the cafe's social media (SNS), the employees wear Western maid outfits, but it is an "ordinary cafe" selling typical drinks and meals. Minors are also allowed to enter. Unique services such as "ketchup art on omurice" and "reciting spells to make the food taste better" are prepared. First-time visitors receive a "Master Card." On the back of the card, the employee personally records the customer's name, birthday, the employee in charge on the visit day, and the first visit date. A photo zone with a bathtub is also set up at the cafe restroom entrance.
Use of the cafe is only possible through first-come, first-served online advance reservations. The cafe started accepting online reservations on the 13th before opening, and as of the opening day on the 15th, all reservations for March were fully booked. On the reservation opening day, users flooded the system, causing server overload. When recruiting 30 employees wearing maid outfits at the end of last year, it was reported that over 300 people applied in less than a day.
Although concerns have been raised that the concept of maids serving masters might be linked to illicit businesses, illegal activities such as entertainment solicitation are strictly prohibited at this cafe. According to the cafe's SNS, calling employees by name is only allowed when taking commemorative Polaroid photos with them. Other photography excluding oneself, or asking for employees' contact information or personal details, is prohibited.
The cafe owner stated through SNS that they aim to "cultivate a wholesome and lovely subculture." Subculture refers to content enjoyed by niche groups such as games and animation, contrasting with socially dominant cultures like literature, film, and art. In fact, the maid outfits at the maid cafe are modeled not on traditional Western maid uniforms but on Western-style maid costumes appearing in Japanese animation and similar media.
Despite the owner's stated direction, local residents expressed concerns about potential deterioration of public safety and changes in business practices.
A local resident, Mr. Seo (31), said, "I don't pay much attention since it's not an illicit business," but added, "I do worry that the presence of outside men visiting the maid cafe might worsen neighborhood safety." Another resident, Mr. Kim (51), said, "Japan's sexual culture is quite open. I am concerned about safety, and even if it starts out wholesome, it might deteriorate later."
There were also claims that the location of the business is inappropriate, as there is a daycare center and a kindergarten within 100 meters of the premises.
Ms. Kim (38), who sends her child to a nearby daycare, said, "I respect subculture, but I wonder why it has to be in our neighborhood," adding, "Since the kindergarten and daycare are right next door, I don't think it's good for the children."
On the other hand, some local merchants hoped that as the country's only maid cafe, it would become a local landmark and contribute to revitalizing the commercial district.
Mr. Choi (47), owner of a convenience store near the cafe, said, "I'm not entirely pleased, but if it is operated properly and wholesomely, I think it could become a local attraction," adding, "If it runs well and brings more visitors to the neighborhood, nearby merchants will benefit as well." Mr. Kim (60), manager of a nearby cafe, also said, "Since it's a culture popular among young people, I hope it succeeds and helps the local commercial area."
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