"Instead of a Prada Bag, a Cappuccino with a Logo"... Why 'Edible Luxury' is Captivating Generation Z [The World is Z Gold]

Luxury Experiences Go Viral Through Social Media Snapshots
Louis Vuitton Restaurant Opens in Cheongdam
Dumplings Featuring the Brand’s Iconic Logo

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is gaining attention as a generation that leads culture and trends in a rapidly changing era, setting new standards across society. In [The World is Z Gold], we spotlight the lives and values of Generation Z around the globe, exploring how they are transforming society.

Global luxury brands such as Prada, Louis Vuitton, and Gucci are increasingly opening restaurants and cafes as a strategy to connect with younger consumers through food and beverage (F&B) offerings, which have a relatively lower entry barrier compared to expensive bags or apparel. This approach aligns with the recent consumption trends of Generation Z, who value experiences over ownership.

Luxury Experiences Spread Through Social Media Snapshots

LVMH logo. Photo by AFP

Experts agree that by expanding into the F&B sector, luxury brands can increase the time customers spend in their stores, allowing them to naturally experience the brand, while also boosting brand awareness through the culture of sharing photos on social media.

Future Commerce, a U.S.-based e-commerce media outlet, wrote in an article titled "Designer Cafes Redefining Luxury," "Even if you can't afford a Prada bag, simply posting a photo of a cappuccino with the brand's logo in latte art allows you to experience and share the luxury image." The article added, "It's a way to form a similar connection at a much lower cost than purchasing a product directly." It further noted, "For many consumers, luxury brand F&B spaces often serve as their first point of contact with the brand."

Christine Milan, Chief Strategy Officer at Publicis Luxe, which handles luxury marketing, also wrote in a recent column, "As the boundaries between luxury and food blur, the two industries are evolving together." She continued, "Generation Z records and shares their dining experiences on platforms like TikTok, seeking to participate in 'something bigger' that goes beyond simple consumption to express themselves and their identities. Waiting in line for hours for a $25 smoothie is not about conspicuous consumption, but rather an act that demonstrates adventure, aspiration, and accessibility."

The experience-driven spending patterns of younger generations are also reflected in their expenditure structure. According to U.S. financial services company Empower, last year, the average monthly dining-out expenditure for American consumers was $857, which exceeded the combined spending on clothing and shoes ($645). This trend was especially pronounced among younger people. Surveys found that 64% of American Generation Z dined out at least once a week, and 60% shared those experiences on social media platforms.

Interior view of 'Louis Vuitton Maison Seoul,' opening from the 1st of next month. Provided by Louis Vuitton Korea

Louis Vuitton Restaurant Opens in Cheongdam-dong... Dumplings Embossed with the Logo

Beef dumplings, the signature dish of Louis Vuitton's first permanent gourmet space in Korea, 'Le Cafe Louis Vuitton.' Photo by Louis Vuitton Korea

The move by luxury brands to expand beyond their traditional domains of fashion and jewelry into restaurants and cafes is a global phenomenon. Italian brand Prada opened a restaurant in downtown Shanghai this March, while Gucci operates restaurants in several countries including Italy, the United States, and Japan. Dior also runs cafes in Miami and Dallas, Texas.

This trend is also continuing in South Korea. On September 1, Louis Vuitton will officially open its first permanent restaurant, "Le Cafe Louis Vuitton," inside the flagship store "Louis Vuitton Maison Seoul" in Cheongdam-dong, Gangnam-gu, Seoul. Reservations have been accepted through the dining platform "Catch Table" since August 18, and bookings are already full through the second week of September. This marks the first time Louis Vuitton is introducing a permanent gourmet space in South Korea, following France, Japan, and Bangkok, further expanding its F&B business in the country. Signature menu items include: beef dumplings (48,000 won), yuzu Caesar salad with eclipse chicken (40,000 won), and pear shallot (29,000 won). Notably, the beef dumplings have attracted attention for featuring Louis Vuitton's monogram pattern on their surface.

Hermes operates "Cafe Madang" in the basement of Maison Dosan Park, Christian Dior runs "Cafe Dior" in both Cheongdam and Seongsu, and Italian luxury brand Gucci presents the contemporary restaurant "Gucci Osteria Seoul."