As South Korea’s coffee market nears saturation, international brands are introducing premium offerings in hopes of attracting local coffee enthusiasts. However, some industry experts warn that these brands may face challenges in establishing a permanent presence, suggesting their appeal could be fleeting.
Norway-based coffee chain Fuglen opened its inaugural store in South Korea, situated near Sangsu Station in the Mapo district of Seoul. Recognized as one of Northern Europe’s premier coffee brands, Fuglen has been integral to Nordic coffee culture for over six decades, renowned for its aromatic brews that emphasize the natural flavors of coffee beans.
Fuglen, which translates to “bird” in Norwegian, previously operated only in Japan within Asia, becoming a sought-after destination for South Korean travelers. Anticipation for its Seoul opening was palpable; according to Naver Data Lab, search interest in Fuglen surged following its announcement on July 3, peaking on the store’s launch day, July 24, with a search index reaching 100—a significant increase from just two days prior. Customers eager to sample Fuglen’s offerings reported wait times of up to two hours, and social media posts tagged with Fuglen have already exceeded 16,000.
Fuglen’s launch follows another recent foreign debut in the coffee scene: Ralph’s Coffee, a brand affiliated with American fashion label Ralph Lauren, opened in the upscale Garosu-gil area of Seoul last month. Since its flagship store launched in New York in 2014, Ralph’s Coffee has expanded to cities including London, Paris, Hong Kong, and Singapore.
The Seoul location of Ralph’s Coffee features American-inspired decor, showcasing oak floors, brick walls, and wood paneling, complemented by vintage brass and bronze accents. This design reflects Ralph Lauren’s iconic style while offering coffee blends sourced from Central and South America. The menu also includes a selection of desserts, such as Ralph’s brownies, cakes, and cookies.
The competitive landscape for foreign coffee brands in South Korea is intensifying. Last month, Lotte Department Store acquired the franchise and distribution rights for Morocco’s luxury Bacha Coffee and launched its first store in the country. Known for its lavish design reminiscent of medieval Marrakech, Bacha Coffee offers premium beans priced up to 1.4 million won ($1,050) for 100 grams, earning it the nickname “the Hermès of coffee.”
Additionally, Canadian chain Tim Hortons has been aggressively expanding since entering the South Korean market in December 2023. As Canada’s leading coffee brand, Tim Hortons operates over 4,300 locations in its home country.
These recent arrivals follow the success of Blue Bottle, often referred to as “the Apple of coffee.” Blue Bottle opened its first South Korean store in Seoul’s Seongsu district in 2019, attracting over 400 eager customers on opening day. The brand has since expanded to 15 locations across South Korea, including Samcheong and Yeoksam, with its minimalist product lineup mirroring the streamlined approach of Apple co-founder Steve Jobs.
As South Korea’s vibrant café culture continues to evolve, it remains uncertain whether these foreign brands can secure a lasting foothold in an increasingly crowded market.
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