Gyeongdong 1960: The hidden Starbucks store that blends modern cafe culture with historic theater ambience

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Gyeongdong 1960: The hidden Starbucks store that blends modern cafe culture with historic theater ambience

Published: 09 Apr. 2026, 07:00

Audio report: written by reporters, read by AI

The unsuspecting staircase at the Gyeongdong Market, which leads to the Gyeongdong 1960 Starbucks store in Dongdaemun district, eastern Seoul, is seen in this image taken on April 3. [PARK SANG-MOON]

At Gyeongdong Market in Dongdaemun district, eastern Seoul, a busy hum fills the air as mostly older adult shoppers weave through tightly packed stalls. Vendors sell fresh produce, dried seafood and traditional herbal medicine. Yet, just above this lively maze, hidden at the top of an unsuspecting staircase, is Gyeongdong's secret gem — an atmospheric Starbucks cafe.

Dubbed Gyeongdong 1960, the store is an ambient, cinematic retreat that contrasts sharply with the bustle below. The specialty Starbucks location, which opened in December 2022, operates out of a historic Korean theater and is attracting visitors from around the world, turning a traditional marketplace into an unlikely destination.

The store is one of several unique locations Starbucks Korea has opened in recent years as they look to compete with independent cafes, which often bring more unique and trendy concepts. In May 2025, they also opened their Gwangjang Market branch, which features a retro-themed interior, a rooftop terrace and exclusive menu items.

The Gyeongdong theater opened in the 1960s and operated for roughly three decades before closing its doors, undone by dwindling audiences and a lack of funding.

The Gyeongdong theater before it was renovated into a Starbucks cafe is seen in this undated file photo. [STARBUCKS KOREA]

After sitting vacant for years, the space has been reimagined as a Starbucks coffee shop.

The renovation maintains the retro and cinematic charm of the building. Tiered seating, vintage-style lighting and a large open floor plan echo the feel of an old-school movie theater. Customers are even informed that their orders are ready via a rolling projector screen that illuminates their name and order number.

At the front of the store, where the theater screen once stood, now sits the main counter, as well as display cases filled with specialty pastries and desserts.

The stage where local musicians perform at the Gyeongdong 1960 Starbucks store in Dongdaemun district, eastern Seoul, on April 3. [PARK SANG-MOON]

A small stage hosts monthly performances from rising musicians, and a large central art piece created by a local artist hangs from the ceiling. The piece symbolizes community and the act of coming together.

Community is a central part of the store’s mission, said Yena Cho, senior manager of Starbucks Korea’s public affairs team.

A specialty art piece symbolizing community hangs from the ceiling at the Gyeongdong 1960 Starbucks store in Dongdaemun district, eastern Seoul, on April 3. [PARK SANG-MOON]

Gyeongdong 1960 is an official Starbucks community store, meaning that a portion of its profits is donated back to the local area. For every purchase, 300 won goes toward revitalizing the Gyeongdong Market, funding improvements to facilities, signage and market stalls.

Cho said the unique store had become a destination for tourists and young people, attracting roughly 1,000 visitors every day.

"There is a beauty to it, almost a theatrical element. It's hidden, but then when you enter, you find a grand space that you didn't expect and an escape from the busy market down below."

The cafe's entrance maintains the historic theater's architecture and charm at the Gyeongdong 1960 Starbucks store in Dongdaemun district, eastern Seoul, on April 3. [PARK SANG-MOON]

Elizabeth Martinez and her son Peter Pacheco are tourists from California who visited the Starbucks during their trip to Seoul. The pair were staying in Itaewon, more than 30 minutes away by public transport. They said they had no other reason to be in the neighborhood and had made the trip specifically to visit the unique cafe after hearing about it from a friend and seeing it on social media.

“It’s unique, and I love the atmosphere!” said Martinez. “I would have never guessed that a place like this would have been here. It’s in a bit of a random neighborhood, and it’s kind of crazy trying to find it."

While they never would have found themselves in the area otherwise, Martinez and Pacheco said they would be checking out the market and the surrounding neighborhood afterward.

A customer poses for a selfie at the Gyeongdong 1960 Starbucks store in Dongdaemun district, eastern Seoul, on April 3. [PARK SANG-MOON]

As a specialty store, Gyeongdong 1960 sells drinks, pastries and merchandise that are exclusive to the location — another drawcard for many visitors.

Pacheco ordered the rice cream cold brew from the store’s exclusive menu and was quick to praise the drink. “I’d definitely come back and order it again!”

A menu of exclusive items and baked goods at the Gyeongdong 1960 Starbucks store in Dongdaemun district, eastern Seoul, on April 3. [PARK SANG-MOON]

Sandy Liao, a tourist from Taipei who was in Seoul visiting family, had already been to Gyeongdong 1960 a couple of times. On her last visit, she picked up an exclusive Starbucks cup available only at the store.

“I’m thinking that this time I will buy another one, I just can’t decide which one I want,” Liao said.

Exclusive Starbucks merchandise is displayed at the Gyeongdong 1960 Starbucks store in Dongdaemun district, eastern Seoul, on April 3. [PARK SANG-MOON]

For many, the appeal goes beyond coffee. By blending nostalgia with unique design and investing its success back into the surrounding market, Gyeongdong 1960 has turned a once-forgotten theater into a space where past and present meet, giving new life to the historic building and the community around it.

BY ALICIA CARR [[email protected]]