Opens on 11th floor of Gangnam store, with plans to tailor concept to each location

Specialty coffee brand Categorique, which opened on the 11th floor of Shinsegae Department Store's Gangnam location [Shinsegae Department Store]
Specialty coffee brand Categorique, which opened on the 11th floor of Shinsegae Department Store's Gangnam location [Shinsegae Department Store]

Shinsegae Department Store announced Monday the opening of specialty coffee brand Categorique on the 11th floor of its Gangnam store's restaurant and dining floor.

Categorique is a specialty brewing coffee brand that Shinsegae developed from the planning stage. Its menu centers on the signature Royal Milk Coffee, alongside pour-over coffee, vanilla bean latte and Colin Cream Coffee. The brand also offers house-made desserts, including French toast and tiramisu.

Categorique was designed to adapt to the characteristics and commercial environment of each store. Shinsegae plans to roll out the brand at new and renovated locations with differentiated spaces, menus and concepts tailored to each store's customer base and local market.

Shinsegae said it intends to strengthen its food and beverage offerings, which have emerged as a key differentiator for department stores.

"Categorique is not simply a cafe brand — it is a new lifestyle concept that Shinsegae is proposing to our customers," a company official said. "Through differentiated food and beverage brands tailored to each store's character and customer preferences, we will expand the customer experience beyond shopping."


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