U.S.-based Intelligentsia Coffee to open first international location in Seoul

Industry

Published: 21 Feb. 2024, 18:47 Updated: 21 Feb. 2024, 19:17

U.S.-based Intelligentsia Coffee to open first international location in Seoul

The inaugural international branch of Intelligentsia Coffee is scheduled to open its doors in Seochon, located in the Jung District of northern Seoul, this Friday. [MH PARTNERS]

Intelligentsia Coffee, a Chicago-based specialty coffee company, is opening its first Korean branch in the historic Seochon area of northern Seoul on Friday.

The expansion marks Intelligentsia's first foray beyond U.S. borders. It has, up to now, established 12 coffeebars across cities including Chicago, Los Angeles, New York, Boston and Austin, Texas.

The decision to enter the Korean market stems from the country's status as one of the fastest-growing specialty coffee players globally, the company said Wednesday.

“We are excited to further our commitment to the specialty community in South Korea where a growing number of coffee drinkers share our passion for extraordinary coffee,” said James McLaughlin, CEO of Intelligentsia Coffee. “Our goal is to showcase the best we have to offer in premium specialty coffee experiences, hospitality and service.”

McLaughlin will visit the Seoul location on Friday for the opening.

MH Partners, a Seoul-based coffee import and distribution company that holds exclusive rights to Intelligentsia products in Korea, has facilitated Intelligentsia's entry.

Korean consumers have already encountered Intelligentsia products, from its bagged coffee to its bottled beverages, in upscale cafes and tech offices as well through the Market Kurly shopping platform.

The interior of Intelligentsia Coffee's Seochon branch [MH PARTNERS]

Intelligentsia Coffee's Korean entry is expected to intensify competition in the already-saturated domestic coffee market.

Canadian coffee brand Tim Hortons, for instance, plans to establish 150 Korean stores within the next five years. After opening its first branch in southern Seoul's Gangnam District last December, it is now poised to open its fifth store in Bundang, Gyeonggi, on Feb. 27. Singapore's Bacha Coffee also announced the opening of its inaugural Korean location in July.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]