[Report] Starbucks Captures the Everlasting 'Taste of Jeju'

The Jeju Songdang Park R Branch... Korea's Largest Reserve-Only
One of the Top 10 Attractions... 50 Minutes by Car from Jeju Airport
Opened Last October, Always Crowded... Grand Scale
Panoramic Windows for a Refreshing Open View... Hallasan Mountain View
Popular Limited Food and Beverages Featuring 9 Specialized Jeju Ingredients

About 50 minutes southeast by car from Jeju Airport, we arrived at ‘The Jeju Songdang Park R Branch’. True to its status as the largest Reserve-exclusive store in Korea, the moment you step into the store entrance, you are overwhelmed by its grand scale.

Visited on the 10th, The Jeju Songdang Park R Branch is a specialized store with 340 seats spread over the 1st and 2nd floors. Upon entering, the ceiling is open up to the 2nd floor, and large panoramic windows are placed all around, providing a refreshing sense of openness. Beyond the windows, the view of Hallasan Mountain and the stone garden landscaping offers a unique scenery that can only be experienced in Jeju.

Entrance of Starbucks 'The Jeju Songdang Park R Branch' in Gujwa-eup, Jeju City. Photo by Moon Hyewon

Customers spend time seated throughout the store, gazing at the scenery beyond the panoramic windows, or step outside into the park to walk along the trails and take photos. The store is built in the middle of Songdang Fairy Tale Village in Gujwa-eup, Jeju, where the stone garden features various stone sculptures, a large pond, stone bridges, camellia trees, and hydrangeas, all harmoniously creating a beautiful landscape. Especially, thanks to its geographical location at the center of the Jeju Eastern Oreum cluster, visitors can also enjoy the views of the surrounding Oreum ridges, making it a healing space where one can experience the diverse beauty of Jeju.

Inside the store, artworks and a gallery create a sophisticated atmosphere. The artwork by kinetic artist Jo Byung-cheol, hanging from the ceiling between the stairs from the 1st to the 2nd floor, is said to represent everything from coffee cultivation to its aroma. The large artwork brings life to what could otherwise be a dull ceiling interior.

Not only the store’s interior and spaciousness but also customers’ interest in the specialized food and beverages is intense. At The Jeju Songdang Park R Branch, you can taste nine exclusive specialty food and beverage items sold only here, including Jeju Palsak Sherbet Fizzio, Sparkling Citrus Espresso, Classic Almond Croissant, Black Sesame Cube Bread, and Kosirong Black Sesame Cream Cake.

Between the stairs leading from the 1st to the 2nd floor of the Starbucks 'The Jeju Songdang Park R Branch' in Gujwa-eup, Jeju City, you can see an artwork by kinetic artist Jo Byung-chul displayed. Photo by Moon Hye-won

While existing Starbucks Reserve stores operate with a combination of general and Reserve concepts, all coffee and beverages offered here are composed under the Starbucks Reserve brand concept. Notably, the Reserve concept, previously handled only in the coffee category, has been expanded to include tea bars, Fizzio, and blended categories, introducing new specialty drinks sold exclusively at Reserve stores.

All food and beverage menus use premium Jeju-sourced ingredients, making them not too sweet and smooth, popular among a wide range of customers regardless of age or gender. Kim Yeo-jeong (pseudonym, 33), a traveler from Seoul, said, "All the menus looked delicious, so I tried a variety. Even though the desserts are made with cream or chocolate, they are not too sweet and smooth, so I didn’t get tired of them and kept eating. I think I will miss them when I return to Seoul after my trip."

Customers lined up all day long to purchase drinks and bakery items, and staff were busy restocking to prevent menu items from running out.

Customers are lined up in a long queue at the order counter of Starbucks 'The Jeju Songdang Park R Branch' in Gujwa-eup, Jeju City. Photo by Moon Hyewon

According to Starbucks, thanks to consumer interest in the limited-edition food and beverage menu, sales have reached the highest level in the eastern Jeju region since the store opened. Even during the off-season for travel, the average daily number of visitors is about 1,500 on weekdays and over 2,000 on weekends, showing great popularity.

The Jeju Songdang Park R Branch is one of the 10 landmark stores selected by Starbucks Korea to celebrate the ‘2023?2024 Visit Korea Year’. It is also a key project for Son Jeong-hyun, CEO of Starbucks Korea, who recently marked his first anniversary in office. When visiting the store at its opening, CEO Son said, "The Jeju Songdang Park R Branch is where the transformation of the domestic Reserve brand begins," adding, "We will strive to provide the best quality and service that Starbucks possesses to customers visiting the store."