CreatripTeam

Korean and global fashion brands are combining retail with cafés to create experiential spaces that extend brand philosophy into lifestyle and food. Allbirds opened its first café-integrated store in Jeju, emphasizing sustainability, rest and community. Swedish brand Arket runs New Nordic concept cafés alongside apparel and home goods at several Seoul locations. Domestic firm Handsome (Hansome? 한섬) is launching a brunch café 'Cafe Time' as a shop-in-shop in Cheongdam to expand its women’s brand TIME through coffee, brunch and goods. Adidas opened 'Cafe Three Stripes Seoul' in Seongsu to present a cultural space with brand sensibility. Industry sources say cafés are not just extra revenue but a marketing strategy to let customers experience a brand’s worldview, reflecting consumer preference for time and shared experiences over mere ownership. (shop-in-shop: a retail concept where a store operates a distinct branded area within another store)