Exhibiting at Melbourne International COFFEE EXPO (MICE) 2025

NOTES is an emerging specialty coffee shop brand based in Seoul, South Korea, known for its minimalist aesthetic, curated coffee experience, and strong emphasis on design-led ambiance. Positioned in one of Asia’s most dynamic specialty coffee markets, NOTES has become a popular destination among local coffee enthusiasts, creatives, and international tourists seeking an elevated café experience.

Although the brand operates without a standalone website, NOTES has built a significant presence through social media, particularly Instagram, where it showcases its modern interiors, signature coffee offerings, and customer culture. Its digital-native approach to brand building has allowed it to capture a trend-conscious audience in Seoul’s competitive coffee scene.

Business Concept and Identity

NOTES offers a unique blend of high-end coffee culture and artistic expression. Located in Seoul's culturally rich neighborhoods, the space functions not just as a coffee shop but also as a lifestyle venue—reflecting themes of simplicity, mindfulness, and slow living.

The shop's design follows a Nordic and Japanese-inspired minimalism with clean lines, neutral tones, and architectural elements that contribute to a calm, thoughtful environment. This attention to spatial storytelling enhances the overall customer experience and has made NOTES a frequently tagged destination on social media platforms.

Coffee Offerings and Specialization

While NOTES does not publicly list its full menu online, it is known to offer:

• Single-Origin Espresso and Hand-Drip Coffee: Featuring beans sourced from globally recognized specialty coffee importers.
• Seasonal Signature Drinks: Including limited-time cold brews, espresso-based drinks, and flavor-infused lattes.
• Artisan Pastries and Bakes: Small-batch, high-quality baked goods that complement the coffee experience.

The focus is on quality ingredients, consistent brewing techniques, and presentation. The use of specialty-grade beans and manual brewing methods signals a commitment to the third-wave coffee ethos.

Market Position and Target Audience

NOTES is positioned as a boutique coffee concept appealing to:

• Design-savvy urban professionals
• Tourists and digital nomads seeking lifestyle cafes
• Young creatives and content creators

Its pricing, ambiance, and location choices align with mid- to premium-tier urban coffee consumers who value aesthetic experience and brand storytelling.

Brand Visibility and Influence

NOTES has cultivated a visually strong Instagram presence with over 16,000 followers, leveraging high-quality imagery, user-generated content, and curated posts to drive brand visibility. The café frequently appears on local lifestyle blogs, travel guides, and influencer feeds—amplifying its reach organically.

Operational Footprint

While detailed operational data is not publicly disclosed, observations from customer footfall and social media check-ins suggest:

• High daily visitation rates, especially during weekends.
• Growing popularity among foreign visitors due to online visibility.
• Considered expansion in Seoul through collaborations or pop-up concepts (as seen in related posts and partnerships).

Unique Selling Propositions

• Design-Focused Experience: Interior architecture and branding as core differentiators.
• Community Engagement: Emphasis on customer interaction and UGC (user-generated content) through digital platforms.
• Seasonal Menus and Innovation: Frequent menu changes encourage repeat visits and seasonal engagement.

Capabilities

• Barista Expertise: Trained staff capable of delivering consistent high-quality coffee in both espresso and pour-over formats.
• Branding and Design Execution: End-to-end consistency in design, from in-store aesthetic to takeaway packaging and digital media.
• Digital-First Marketing: Reliance on organic social media growth and influencer engagement rather than traditional advertising.

Customer Testimonials and Feedback

Public feedback from Instagram and Google Reviews (average rating 4.5+ stars) highlights:

“A truly calming café experience in Seoul. The coffee is as thoughtful as the design of the space. Great spot for solo work or quiet conversation.”

“Exceptional coffee. This place makes you want to slow down and really enjoy the moment. A gem in the heart of the city.”

Achievements

• Recognized by several Korean lifestyle and design platforms as a top minimalist café in Seoul.
• Featured in travel guides and coffee blogs such as KoreabyMe and Seoul Cafés.
• Listed among top Instagrammable cafes in Seoul by global travel influencers.

NOTES continues to grow as a benchmark for experiential coffee retail in Seoul, combining craftsmanship, atmosphere, and aesthetic value into a cohesive brand experience.