Starbucks Reserve, the chain’s premium cafe, is set to enter the Korean market. A branch will open in (Seoul) Gangnam District’s trendy Apgujeong neighborhood. A coffee explosion has taken place over the last 5 years and chains are exploring ways to differentiate themselves. Single-origin coffee beans and drip-coffee are the new specialties.
Other chains, such as Tom N Toms and Hollys Coffee, are following suit with single-origin coffee beans and boutique type cafes. Cafes provides an excellent social experience and that may be the key to what makes them so popular here.