Hyundai Department Store to Open Second Branch of In-House Cafe Brand 'Tillwhite' at Apgujeong Main Store

Differentiation Through Signature Menu Items
Additional Stores to Open at Trade Center and Pangyo Within This Year

Hyundai Department Store announced on June 4 that it will open the second branch of its in-house cafe brand, 'Tillwhite', at its Apgujeong Main Store.

Tillwhite is a cafe brand independently planned and developed by Hyundai Department Store. Its first location, which opened at The Hyundai Seoul in August last year, has become popular among younger customers thanks to its signature milk bread and trendy seasonal menu items.

Image of Hyundai Department Store's own cafe brand 'Tilwhite' second branch. Hyundai Department Store

The second branch will introduce 10 new menu items in collaboration with 'Risare Coffee', Korea's first-generation standing espresso bar. Additionally, new bakery items made with premium ingredients will be launched in partnership with the dessert company 'Dore Company'.

The signature menu is the 'Till Plate'. It features an almond espresso with a rich and savory flavor enhanced by almond spread, a latte infused with the exotic aroma of cardamom, which is the brand's signature spice, and a slushy-style Italian dessert called granita made with orange. In addition to the first branch's steady sellers, milk bread and chestnut bread, two new types of bread made with premium, health-conscious ingredients such as olives and whole wheat will also be released. Classic toast menu items using honey and sweetened red bean butter will be offered exclusively at the second branch.

Hyundai Department Store plans to strengthen its customer experience-focused content strategy with Tillwhite. The goal is to increase customers' dwell time and allow them to experience the brand in a more immersive way.

A Hyundai Department Store representative said, "Going forward, we plan to differentiate Tillwhite's menu, store layout, and collaboration content according to the trade area and customer characteristics of each location, and nurture it as our company's signature content." The representative added, "We are planning to open additional stores at the Trade Center and Pangyo branches within this year."

This content was produced with the assistance of AI translation services.