CHAGEE enters South Korea with three-site Seoul launch
The Gangnam location is positioned as the flagship outlet.
CHAGEE has launched in South Korea with three stores opening at the same time in Seoul: Gangnam, Yongsan I’Park Mall, and Sinchon.
The Gangnam location is positioned as the flagship store and was designed with input from Korean architects.
It combines CHAGEE’s global design approach with local architectural references, including reinterpretations of traditional roof eaves and tiles.
A mural by Korean artist Janice Chae is part of the interior design, adding a local artistic element. The store is centred around a main tea bar.
The Gangnam flagship also introduces a Korea-specific Tea-Espresso menu.
It adapts tea into a coffee-style preparation, using whole-leaf tea brewed in an espresso-like method to create a lighter, more aromatic drink.
The drinks build on CHAGEE’s existing Tea-Espresso concept but are adjusted for local tastes.
The three Seoul locations—Gangnam, Yongsan I’Park Mall, and Sinchon—were strategically chosen to reach different consumer groups, spanning immersive brand experiences, busy retail traffic zones, and younger, trend-focused communities.
Together, the rollout is aimed at quickly establishing brand presence across key areas of Seoul.
