By South China Morning Post | Created at 2024-11-06 01:11:51 | Updated at 2024-11-06 03:39:45
2 hours ago
Starbucks Korea is preparing to open a new branch at a watchtower near the South’s border with the nuclear-armed North, 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.
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.
