What: Luxury brands have understood that experience encompasses many areas of consumption, including food

Why it is important: we are getting to the point where even the most experiential brands, such as Gentle Monster, go the additional mile and open cafés to increase visit duration and customer retention.

Luxury brands are venturing into the restaurant business in Seoul to enhance their brand image and engage younger consumers. Gucci's restaurant in Itaewon boasts Michelin-starred dishes, and despite its premium prices, reservations sold out in minutes. Louis Vuitton and Swiss watchmaker Breitling have also launched eateries, while Korean eyewear brand Gentle Monster opened a dessert cafe. The shift towards offering gastronomic experiences comes as brands recognize the limitations of purely digital interactions. Offering food and beverages allows customers to immerse in the brand without the hefty price tag of luxury goods, effectively broadening the brand's appeal, especially among millennials and Generation Z. This strategy emphasizes experiential luxury and lifestyle over direct profitability.

Gentle Monster opens cafes in Korea