Recently, both domestic and international restaurant brands have been competing to open strategic stores and flagship locations in the Gangnam area. While new districts like Seongsu have gained attention, the consensus is that Gangnam remains the most effective location for quickly building brand recognition and buzz.
According to the restaurant industry, MZ Seed, a subsidiary of Maeil Dairy, opened a large strategic store in Gangnam on July 3, featuring its specialty coffee brand, Paul Bassett. The store combines popular offerings such as coffee, ice cream, and bakery items, and also introduces limited-time menu items exclusive to the Gangnam location.
BHC (Dining Brands Group) plans to officially open its first experiential flagship store near Gangnam Station on August 4. This store will feature a customizable chicken menu called 'Crispic,' where customers can choose their preferred cuts and sauces. The first floor will cater to office workers and takeout customers, the second floor will be designed for small groups and solo diners, and the third floor will accommodate larger groups and foreign tourists.
International brands are also making their mark in Gangnam. Two Some Place, which operates the New York premium ice cream brand Van Leeuwen in Korea, opened its first domestic store near Gangnam Station on July 3. To establish brand recognition, the company is concentrating its initial three locations in key areas of Gangnam, including the Gangnam Station store, the Shinsegae Department Store Gangnam Sweet Park, and near the Sinnonhyeon Station.
Chinese premium tea brand Chagee, which opened its flagship store in Gangnam in April, is preparing to open an additional location in the Shinsegae Department Store Gangnam Sweet Park later this year. Meanwhile, American Mexican food brand Chipotle is collaborating with SPC Group's Big Bite Company to open its first Asian location along Gangnam Boulevard, while also pursuing a spot in Sweet Park, further solidifying its presence in the area.
Industry experts view Gangnam as more than just a major commercial district; it serves as a 'testbed' for assessing brand competitiveness. According to Seoul's Open Data Plaza, Gangnam District had an average daily population of 823,000 in 2025, the highest among Seoul's 25 districts. Notably, the area has a significant concentration of high-income individuals in their 30s and 40s, with a peak lunchtime population reaching around 1 million between noon and 2-3 PM, supporting strong demand for dining and dessert options. Additionally, the area hosts 18,547 short-term foreign residents, the second highest in Seoul, making it a prime location for attracting both local office workers and international tourists.
However, some caution that opening in Gangnam does not guarantee success. The high costs of rent and labor create significant fixed expenses, making it challenging to recover investment capital based solely on short-term buzz. An industry insider noted, "Gangnam is a representative commercial area frequented by diverse consumer groups and foreign tourists, making it the most suitable place to launch new brands while also gaining online visibility. However, due to the high fixed cost barriers, brands must have strong product offerings and well-crafted localization strategies to ensure long-term success beyond initial interest."
* This article has been translated by AI.
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