Korean Cafes Brew Success in Europe: Oats Coffee & Beyond

K-Lifestyle trend reshapes consumer preferences and creates new opportunities for Korean brands globally.

Mar. 19, 2026 at 2:21am

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From the viral success of K-pop and K-dramas to the growing popularity of Korean cuisine and beauty products, Korean culture has experienced a global surge in recent years. Now, a new wave is emerging: the 'K-Lifestyle' – a holistic embrace of Korean aesthetics, values, and everyday practices. This trend is reshaping consumer preferences and creating new opportunities for Korean brands to expand internationally, with Korean cafes like Oats Coffee and Tokyo Rabbit gaining traction in major European cities.

Why it matters

The rise of the 'K-Lifestyle' is a natural extension of the success of 'K-Content'. The exposure to Korean culture through music, dramas, and films has created a desire to experience more of what Korea has to offer, extending beyond entertainment to include food, fashion, and everyday routines. This represents a significant shift in global cultural trends as Korean brands continue to innovate and adapt, shaping consumer preferences and redefining what it means to live a modern, stylish life.

The details

Korean cafes like Oats Coffee and Tokyo Rabbit are prioritizing the overall experience, offering a space to linger, socialize, and enjoy meticulously crafted beverages and desserts. This emphasis on ambiance and community resonates with younger generations seeking unique and Instagrammable experiences, differentiating them from the quick-service model of traditional European cafes. The success of Korean brands abroad lies in their ability to integrate seamlessly into local cultures, adapting and blending with the existing environment rather than imposing a purely 'Korean' aesthetic.

  • Oats Coffee, a Seoul-based coffee brand, recently opened its first international location in Paris, France.
  • Tokyo Rabbit, a cafe known for its matcha lattes incorporating Korean ingredients, opened in London.

The players

Oats Coffee

A Seoul-based coffee brand that recently opened its first international location in Paris, France.

Tokyo Rabbit

A cafe in London known for its matcha lattes incorporating Korean ingredients like red bean paste and its trendy 'sookbbang' (Korean sweet bread).

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee

The takeaway

The expansion of the 'K-Lifestyle' represents a significant shift in global cultural trends. As Korean brands continue to innovate and adapt, their influence is likely to grow, shaping consumer preferences and redefining what it means to live a modern, stylish life.