Nightlife enthusiasts in Seoul embrace dawn: caffeine, dancing, and new connections during early morning hours
In the heart of Seoul, a unique phenomenon is taking place that challenges the traditional nightlife culture, especially among the millennial and Gen Z generations. The Seoul Morning Coffee Club (SMCC) hosts a weekly event called the "Morning Rave," which has become a beacon for those seeking a fresh, alcohol-free approach to socializing and dancing at dawn.
Every weekday at 7am, participants gather in central Seoul for coffee, music, and dancing in bright, smoke-free cafes. The diverse group of people includes foreign residents, long-time Seoulites, teenagers, elders, and everyone in between. This inclusive community is united by a shared love for music and the freshness of the morning hours.
Park Jae-hyun, the founder of SMCC, believes that mornings can be a time of enjoyment, not just productivity. He sees them as a rare window of calm before the day's demands, free from interruptions. This philosophy aims to remove hierarchy and expectations, making participants just people who showed up for coffee.
One of the attendees, Mikayla Salomons, a 31-year-old who moved from Ontario to Seoul eight years ago, finds the concept of the event appealing. She sees it as a place to expand her thoughts and even the world. Joy Yeom, a resident of Jeju Island, travelled to Seoul for a coffee chat and found it a place to connect and reflect.
The tangible impacts of SMCC events are evident. Teenagers dance without self-consciousness, retirees discover new joy, and newcomers feel at home in a city of strangers. The club's mission remains simple: to give people a reason to step outside in the morning and connect.
SMCC also collaborates with brands, hosts events, and partners with companies to run wellness programs for employees. This reflects a broader shift in Seoul's lifestyle preferences, where wellness, meaningful social connections, and experiential activities have become increasingly important.
The Morning Rave fits into Seoul’s booming K-culture tourism, which spotlights food, fashion, pop culture, and Instagram-worthy experiences throughout the day and night. This event, with its emphasis on health and connection, captures both locals and visitors alike who seek novel, healthier social experiences.
Shin Ga-eun, a marketer in her 30s, has found that attending the coffee chats has transformed her morning routine and taught her about self-care. SMCC aims to bridge social gaps and model an "ageless" culture by intentionally inviting seniors and encouraging intergenerational participation.
Lee Kyoung-hee, a 64-year-old real estate agent in Seoul, believes that the new trend of morning gatherings could lead to a healthier society. Park Jae-hyun hopes that the culture of self-expression and respect without judgment at SMCC will ripple outward, leading to a healthier society.
The concept of SMCC is catching on, and it is finally giving mornings their moment in a city built around late nights. The music played is not typical nightclub music, but rather a mix of lemon-flavored Americano and Matcha coconut. The Seoul Morning Coffee Club's Morning Rave exemplifies a notable shift in Seoul's nightlife culture, reflecting evolving social values in a city that never sleeps.
