Many global brands continue to gain popularity worldwide by opening stores and offering unique consumer experiences. Among them, Starbucks has made headlines by opening a new store at the border of South Korea and North Korea.
Starbucks is undeniably one of the most recognized brands worldwide. Since opening its first store in Seattle, Washington, in 1971, the company has seen exponential growth, operating more than 36,000 stores across 84 countries, according to Statista.
Statista also reports that Starbucks has experienced consistent growth in recent years, driven by its exceptional service and customer experience. The American coffeehouse chain operates over 32,500 stores on five continents, with 15,300 of them located in the United States.
A Brand Finance analysis reveals that Starbucks’ brand value has increased by 17 percent, reaching $53.4 billion.
The New Starbucks Store
Starbucks enthusiasts can now sip their dark roasted coffee while enjoying a view of the Demilitarized Zone (DMZ) that separates North Korea from South Korea.
The coffee giant inaugurated its latest store this Friday near Gimpo, South Korea. From there, customers can catch a glimpse of the heavily militarized northern border.
The grand opening attracted hundreds of coffee lovers to the store, which is located in an observatory near Gimpo. The city lies about 31 miles northwest of Seoul and close to the DMZ.
🇰🇷🇰🇵 | Un nuevo Starbucks abrió sus puertas en Corea del Sur, en la frontera con Corea del Norte.
Los clientes tienen que pasar un puesto de control militar antes de entrar al observatorio la cual tiene vistas a un pueblo norcoreano.
pic.twitter.com/oHTp1QLNrJ— Alerta News 24 (@AlertaNews24) November 29, 2024
To visit the store, customers must pass through a military checkpoint. However, the area is less militarized than other popular tourist spots along the border, such as Panmunjom’s truce village.
On a clear day, the observatory allows visitors to use telescopes to spot North Korean villagers across the border.
Among the many delighted customers was 48-year-old Baek Hea-soon, a resident of Gimpo, who arrived early to visit the new Starbucks location.
“I wish I could share this delicious coffee with the people of North Korea,” she told international media.
This unique location stands out because, less than a kilometer away, lies Kaephung, a “propaganda village” believed to be largely uninhabited. In the past, this village housed loudspeakers that broadcast politically charged messages toward South Korea.
Additionally, the Han River, designated as “neutral waters” between the two nations, runs less than a kilometer from the Starbucks observatory, separating it from Kaephung in the north.
Transforming the Image of the Border
Gimpo’s Mayor, Kim Byung-soo, emphasized that Starbucks’ global recognition could help transform the “dark and gloomy” image of the border area.
“This location could now become a key tourist destination for showcasing security and peace as something youthful, bright, and warm, drawing worldwide attention,” he added.
It is worth noting that Starbucks has a significant presence across South Korea, with 1,980 stores as of the third quarter of 2024, according to SCK Company, which operates Starbucks in the country under a licensing agreement.
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