Gucci and Louis Vuitton bring rivalry to Seoul’s dining scene

Two of the world’s leading luxury houses are taking their competition from the runway to the restaurant table in one of Seoul’s most fashionable districts.

Gucci will open its newly relocated and revamped restaurant, Gucci Osteria da Massimo Bottura Seoul, on Tuesday inside its Cheongdam flagship store. The venture, set on the fifth floor, replaces the brand’s earlier Itaewon outpost, which debuted in 2022. Gucci said the new space is designed with refined interiors and a curated menu to immerse diners in the house’s identity.

The move comes just days after Louis Vuitton launched Le Café Louis Vuitton in its Maison Seoul boutique, also in Cheongdam. The cafe, part of the brand’s expanding “culinary community” that spans Paris, New York, Tokyo, Milan and Bangkok, has drawn attention for serving dishes stamped with Vuitton’s signature monogram – even adorning dumplings with the iconic motif.

The two dining spots sit just blocks apart along Apgujeong-ro, turning the neighbourhood into a battleground for luxury dining. Other maisons, including Hermès with its Café Madang in Sinsa and Dior with Café Dior in Seongsu and Cheongdam, have already moved into the food-and-beverage arena.

Industry analysts see the trend as more than a foray into hospitality. By offering immersive experiences at relatively accessible price points, luxury brands aim to strengthen loyalty and expand their cultural footprint beyond high-ticket goods. “Dining allows consumers to taste the brand – literally – and carry home a memory, if not a handbag,” one retail observer noted.

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