Global Coffee Brand ‘The Coffee’ Opens Flagship Store in Front of UNESCO World Heritage Site Changdeokgung Palace

[Image by The Coffee]

Global premium coffee brand The Coffee officially opened its Anguk flagship store on October 13, located directly in front of Changdeokgung Palace, a UNESCO World Heritage site.
 
It is highly unusual for a foreign brand to open a store in front of a royal palace that served as the residence of Joseon dynasty kings and is also a nationally protected cultural heritage site. Industry insiders describe this opening as “a symbolic milestone that proves the brand’s credibility and prestige.”
 
Changdeokgung Palace, built in 1405 during the early Joseon Dynasty, served as the kings’ primary residence and the center of state affairs.
 
Unlike many palaces around the world, Changdeokgung was designed to harmonize with the natural terrain instead of altering it, making it a representative model of East Asian palace architecture.
 

[Image by The Coffee]

In recognition of its cultural and historical significance, it was designated a UNESCO World Heritage Site in 1997, with UNESCO praising it as “a palace where architecture and nature are seamlessly integrated.”
 
The fact that The Coffee has opened a flagship store directly in front of such a historically and culturally important site is significant in itself.
Because commercial development around UNESCO Heritage sites or nationally designated cultural properties is heavily restricted, it is extremely rare for a foreign brand to secure such a location.
 
This achievement demonstrates that The Coffee is not merely a coffee franchise, but a high-end global brand recognized for its quality, design, and brand value.
 
The Coffee has already expanded rapidly into key commercial districts across Korea, including Seongsu, The Hyundai Seoul, Hyundai Department Store Pangyo, Samsung DSR Tower, The Hyundai Daegu, and its own headquarters building “The Coffee Tower” in Seocho.
 
More recently, the brand has secured some of the most competitive and premium locations in the country—Lotte World Mall (Jamsil), Nine One Hannam, Dosan (Apgujeong), and Gran Seoul (Starfield Avenue)—all within just a few months, drawing significant attention from the industry.
 
Consumer response has been explosive.
 
Rather than being seen as a typical café, The Coffee is recognized as “a brand that delivers space, design, and experience.”
 
User-generated content and organic exposure on social media have surged, especially at the Anguk store, where the traditional beauty of Changdeokgung blends with The Coffee’s minimal and sophisticated aesthetic.
 
Many visitors have described it as “the café that best represents Seoul.”
 
The Coffee is also innovating beyond space and interior design by differentiating its menu.
 
The brand is preparing to launch a premium dessert lineup such as matcha mochi and coffee mochi, which reflect The Coffee’s unique identity infused with Korean “tteok” (rice cake) culture.
 
This move is expected to lead a new wave of K-dessert culture that pairs perfectly with specialty coffee.
 
A representative of The Coffee Korea stated, “The Coffee Anguk is not just another store opening—it is a moment where our brand philosophy meets the beauty of Korean culture in the most meaningful way.”
 
They added, “Based on the rapid growth and strong response we’ve seen in Korea this year, we plan to accelerate our expansion into major global cities.”
 
The Coffee is evolving beyond a coffee brand into a cultural brand that designs the experience of the city itself.
 

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