As the number of stores without signs increases, the competition between them is also fierce. This is because the absence of signs alone is no longer enough to differentiate them... Dongdaemun’s cocktail bar and cafe ‘JEANFRIGO’ looks like a fruit shop from the outside. Behind wooden boxes filled with seasonal fruits, there are huge refrigerators, and when you open one of the refrigerator doors following the arrow, a large two-story bar like a secret space appears.

Jang Ji-ho / CEO of 'JEANFRIGO'
"We wanted to create a space to sell fruit, and hide the things we really wanted to do behind it..."
A bookshelf filled with books. The door opens when you press the book gently. It's a cocktail bar that feels like a secret room. The luxurious interior and hundreds of cocktails are the unique charms of this place.