A Starbucks branch perched at the edge of one of the world’s most heavily militarised borders has brewed up a remarkable success, drawing more than 120,000 customers in just seven months thanks in part to its singular offering: sweeping views into North Korea.
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This outpost of the American coffee giant is not in any ordinary location. It sits atop the observatory at Aegibong Peace Ecological Park, a former military base transformed into an eco-sanctuary in Gimpo, South Korea.
Here, visitors can sip their lattes while gazing across the Imjin River at the farmlands of reclusive North Korea, just 1.4km (1,500 yards) away – a vista that has earned the branch the nickname “the North Korea-view Starbucks,” according to Korea JoongAng Daily.
Since opening in November, the outlet has become a magnet for weekend visitors, attracting nearly 1,000 customers each Saturday and Sunday – more than double the weekday average, Starbucks Korea reported on Monday.
“In line with travel trends that prioritise unique experiences and meaning, the Gimpo Aegibong Peace Ecopark store has become a destination for customers looking for something beyond ordinary consumption,” the coffee chain’s regional manager for Gimpo told Korea JoongAng Daily.
The park sits beyond the “civilian control line” south of the demilitarised zone that separates the two Koreas, requiring visitors to book online or buy a ticket on-site before passing through a security checkpoint via shuttle bus. Operating hours are limited, from 10am to 4.30pm, in accordance with park rules.
Despite these restrictions, word of mouth and media coverage continue to drive brisk business. Food sales at the branch are 30 per cent higher than at typical Starbucks locations, a surge the company attributes to its popularity among families, especially at weekends. Weekdays see a more diverse clientele, from tour groups and schoolchildren to military personnel.