'Mexi Tiger,' Pioneer of Tequila Culture, Emerges as a Hot Spot in Gangnam, Seoul

Recently, the global alcoholic beverage industry and the restaurant sector have seen a surge in spaces and brands centered around "tequila" as a core keyword. In this context, "Mexi Tiger," a Mexican specialty restaurant in Gangnam, Seoul, which has embraced tequila culture as its central concept, is drawing attention.

"Mexi Tiger" is a multi-cultural tequila pub planned and operated by Agitmaker, a company specializing in restaurant brand planning. Inspired by Mexico's cantina culture and the free-spirited South American hippie lifestyle, the brand positions tequila not just as an alcoholic drink but as an experiential element, reflected throughout its space, menu, and service. Under the slogan "Please be Naked," the store’s tough interior, inspired by San Cristobal in Mexico, encourages guests to immerse themselves naturally in tequila culture, going beyond simply eating food.

The menu is also designed with harmony with tequila in mind. Based on traditional Mexican cuisine, it incorporates Korean cooking techniques and ingredients, making the dishes approachable for everyone. Signature dishes include "Pollo Asado," Mexican barbecue chicken glazed with tequila and roasted in a 300°C oven, and "Chicken Mole," served with the traditional Mexican sauce mole. Other offerings such as nacho platter, chipotle quesadilla, and mango ceviche make the menu suitable for both full meals and casual gatherings.

As a tequila-focused pub, the alcoholic beverage selection is also diverse. Options include refreshing tequila highballs, tequila cocktails with sweet fruit aromas, and tequila slammers enjoyed with a performance. The approach is to present tequila as a drink that anyone can enjoy comfortably in everyday life, rather than as a strong liquor. This expands Korea’s traditionally soju- and beer-centered drinking culture by offering a wider range of alcoholic beverages and pairing experiences.

An Agitmaker representative, the company behind the brand, stated, "Our goal was to provide a comprehensive cultural experience that stimulates the senses and emotions, going beyond the simple act of eating and drinking," adding, "Mexi Tiger is the brand that most intuitively embodies that philosophy."

Thanks to these features, Mexi Tiger is rapidly emerging as a brand offering a new dining experience among the younger generation, especially on social media. It is also gaining a reputation as a must-visit spot in Gangnam among foreign tourists from China, Japan, and Taiwan. Visitors have commented, "The moment I entered the space, I was overwhelmed by the atmosphere," and "It felt like I was in Mexico, not Gangnam, Seoul," demonstrating the level of immersion that Mexi Tiger provides, which is rarely found in other restaurants.

Although tequila may still be unfamiliar to the Korean public, Mexi Tiger's approach stands out as a noteworthy experiment in establishing a new food culture. As a brand that captures both the senses and instincts in a single shot of tequila, it will be interesting to see what kind of impact Mexi Tiger will have not only in Korea but also in the global restaurant market.