Retail in Asia


HYPEBEANS opens in Korea


Hypebeast’s first culinary venture HYPEBEANS officially announced the opening of its second branch at THE SHOPS AT CENTERFIELD in Seoul, Korea, following over a year of building a strong presence in its first branch at LANDMARK, Central, Hong Kong.

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The brand greets a new audience with a refreshed look, as well as new food and beverage offerings exclusive to the new location.

Situated in Gangnam, the new HYPEBEANS store is situated in the heart of Seoul’s central business district. HYPEBEANS will continue to serve quality coffee in a communal destination surrounded by an established café culture and inspiring activations the city has to offer.

“HYPEBEANS is all about bringing the community together in a great space and encouraging creative collaborations, and we are very excited to meet this new crowd with our mission,” said Kevin Ma, CEO and Founder of Hypebeast.

Source: Hypebeast

The HYPEBEANS menu and coffee beans at THE SHOPS AT CENTERFIELD boast iconic flavours using local elements, and draw inspiration from existing in-house favourites. Apart from classic brews, signature drinks include Forest Matcha Latte, a HYPEBEANS staple perfectly blending rich matcha with the house dark brew; Lemon Mint Cold Brew, a drink highlighting the house dark blend with fresh and cool citrus notes; White Truffle Café Latte, a rich, impactful choice, and more. The Seoul exclusive in-house coffee bean “IMPRESSIONS” is an interpretation of the dark, smoky original house blend, as well as a first impression of the dark chocolate, raisin and almond flavors HYPEBEANS will present to coffee lovers in the city.

“Hypebeast is a leader in the global cultural scene who has showcased exciting activations and collaborations with various artists and trendsetters around the world. By bringing HYPEBEANS into THE SHOPS AT CENTERFIELD, we have taken a first step towards incorporating contemporary lifestyle elements into our space. We are looking forward to providing the HYPEBEANS experience to our urban customers at THE SHOPS AT CENTERFIELD,” SSG PROPERTY expressed.

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A series of projects and activations will follow the store opening throughout the season to officially commemorate the launch.