The wave of large oceanfront cafés that once defined Gijang’s coastline is fading, as shifting consumer habits and market saturation push the trend into decline.

After rapid expansion from 2020 to 2022, when big cafés became popular for their wide interiors and scenic seaside backdrops, the number of locations has fallen from a peak of 94 to 82 this year.

New openings have slowed dramatically, and closures are becoming more common.

Several factors are driving the downturn.

The market grew too quickly, clustering similar cafés along the same stretch of coast. Many operators relied on social media buzz and one-time visits rather than customer loyalty, leading to weak repeat business once the novelty faded.

Younger visitors are now gravitating toward smaller, concept-driven cafés with distinctive design instead of large “Instagram spots.”

At the same time, travel preferences have diversified, with tourists choosing other destinations over Busan’s café strips.

As demand stabilizes, Gijang’s café scene is shifting toward smaller, unique spaces rather than oversized ocean-view landmarks.

Café

Fleet Chinhae

USAG Daegu