Starbucks Expands with Reserve-Only Store in Seoul’s Jangchung District

Starbucks Korea opened its latest store, Jangchung Lounge R, in Jung-gu, Seoul, on September 12. This new store is the first Reserve-only location in the city and marks Starbucks’ 10th destination store, coinciding with the 10th anniversary of Starbucks Reserve coffee in Korea. The launch highlights Starbucks’ continued focus on retail expansion and enhancing its presence in key markets like Korea and India.

Located in a renovated 1960s house, Jangchung Lounge R spans three floors with 180 seats and a terrace, blending historical architecture with modern design. The interior features a nostalgic look, with original elements such as the doorbell, closets, and staircases preserved to create a unique customer experience that evokes the 1960s and 1980s. Starbucks signature elements, including its distinctive beverage menu and decor, are incorporated into the store’s aesthetic.

Visitors are greeted by a mural in the garage, which features an augmented reality (AR) display showcasing the journey of coffee beans from cultivation to roasting and eventually brewing into a cup of coffee. The store’s seven spaces on the first and second floors offer distinct themes, including a lounge and a music room, creating an intimate environment for guests. The first floor also connects to an outdoor garden with 40 seats, plants, and a fountain, providing a quiet escape in the city.

For the first time in Korea, the store introduces a 'Mixology Bar,' offering 11 curated cocktail beverages such as Espresso Martini, Latte Whisky Martini, and Bourbon Whiskey Cream Cold Brew, all made with Starbucks' signature coffee. Non-alcoholic options like White Moscato Sangria and Strawberry Lemon Vodka Blended are also available for those seeking alcohol-free alternatives.

In addition to beverages, 12 new food items, including desserts, breads, and sandwiches, are available to complement the drinks. The launch will also feature mixology-themed merchandise and collaboration with premium barware brand Riedel, offering new products, including two crystal glasses.

Jangchung Lounge R will also debut the 'Espresso Flight,' an exclusive offering at Starbucks Reserve stores, featuring Starbucks Reserve espresso paired with chocolate powder, French vanilla cream, and Jeju Palsak sherbet.