Gyeongdong Market in Jegi-dong, Dongdaemun-gu has gained popularity among young people due to the recently opened Starbucks store called 'Gyeongdong 1960'. The store, visited by the author on the 3rd of December around 7 pm, was crowded with people even close to closing time. The café attracted a diverse range of visitors, including college students studying, office workers after work, and families visiting with their parents.
The entrance to the Gyeongdong 1960 store, located on the third floor of the main building, resembles the entrance to a cinema. The store spans a total area of 365.5 pyeong and is a renovated space on the 3rd and 4th floors of the former Gyeongdong Theater within the Gyeongdong Market building. Instead of a theater screen, the front of the store features a Starbucks ordering counter and manufacturing counter, while tiered seats are arranged on both sides and at the back. The wooden structure of the original Gyeongdong Theater, constructed in the 1960s, has been preserved on the ceiling, and the projection room seat is also retained at the very back. Notably, a turn indicator made from a projector is used to call the orderer's name, adding to the retro aesthetic that appeals to the MZ generation, who enjoy discovering traces of the old theater.
One visitor, Mr. A in his 20s, mentioned that he came to the Starbucks Gyeongdong 1960 store after seeing an Instagram post. Another person, Mr. B, also in his 20s, shared his impression, stating that the store's focus on coexistence with nearby merchants and the preservation of the theater's retro elements were more impressive than any artificially created ambiance.
Considering the MZ generation's interest in eco-friendliness and climate change, it is worth noting that the top of the store ordering table is made from recycled Starbucks tumblers. Additionally, a stage is set up in one corner of the store for performances by local artists, showcasing efforts to promote community coexistence. Tables are arranged facing the stage, allowing everyone to enjoy the performances and making effective use of the theater's structure.
Visits to Starbucks Gyeongdong 1960 are actively shared on social media platforms such as blogs, Twitter, and Instagram, primarily by the younger generation. On Instagram alone, there were more than 5,000 posts tagged with the location of Gyeongdong Market, and in December, the keyword search for "Starbucks Gyeongdong 1960" on Naver exceeded 50,000 times, based on statistics from Black Kiwi.
Even within the Gyeongdong Market area, Starbucks stores have become a hot topic. Mr. C, a fruit vendor, expressed his anticipation of the Starbucks effect, stating that the streets, which were previously quiet, have now become lively due to the increased influx of young people.
Starbucks Gyeongdong 1960, which officially opened on December 16, is the fifth Starbucks Community Store, designed to foster positive changes in the local community and coexist with traditional market merchants. Starbucks CEO Son Jeong-hyeon previously stated his hope that the transformation of the old space into a trendy location would revitalize the traditional market, offering a unique Starbucks experience to visitors.