Starbucks serves up glimpses into North Korea with new café near border

A new branch of the coffee shop chain will offer patrons rare glimpses across the North Korean frontier from Gimpo’s Jogang Observatory

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New South Korean Starbucks offers rare view of North Korea

SCMP’s Asia desk

Published: 9:00am, 6 Nov 2024Updated: 1:52pm, 3 Dec 2024

Starbucks is preparing to open a new branch at a watchtower near South Korea’s border with its nuclear-armed neighbour, offering customers a view of the hermit kingdom.

The American chain’s outlet on the second floor of the Jogang Observatory will be 1.4km (1,531 yards) from the frontier dividing the two Koreas.

The 10-seater store in the city of Gimpo in Gyeonggi province will open on November 27 and offer customers sitting by its windows a glimpse into North Korea’s Kaepung county.

North Koreans work in a field in the North Korean town of Kaepung on the western front-line border with South Korea. Photo: Yonhap/EPA-EFE

The observatory is located at Aegibong, a peak 154 metres (505 feet) above sea level, and surrounded by a military base turned eco-park.

Starbucks, which rolled out its first South Korean store in 1999, also plans to sell merchandise featuring the landmark.

The administration of Gimpo is considering expanding the number of buses heading to the park. Guests will be screened by the military before entering the venue, the Korea JoongAng Daily reported.

Starbucks currently operates 1,930 branches in South Korea, where it has faced competition from low-cost coffee chains.

The company is no stranger to deploying marketing tactics to make heads turn.