Local Discovery: A Slice of Seoul’s Seochon Lands in Hollywood

BrandsWalk Creative |
Don’t miss this exclusive three-week residency—a rare chance to experience one of Seoul’s most iconic coffee brands right here in LA before it’s gone. In the quiet alleys of Seoul’s historic Seochon district, Naeja & Co. (내자상회) has long been a sanctuary for those who appreciate the intersection of heritage and modern craft. Image: @Stereoscopecoffee

In a unique cross-continental collaboration, Kun (Park Kun Tae)—CEO of Naeja & Co. and a 2026 Korea Brewers Cup Finalist—is bringing his signature vision to Stereoscope Hollywood.

The "Mugwort Effect" comes to LA

This collaboration is a rich cultural bridge between LA and Seoul. Known for "lowering the hurdle" of traditional Korean ingredients, Naeja & Co. is famous for reimagining flavors like Mugwort (Sook), Black Sesame, and Sweet Pumpkin for the modern palate.

During this limited residency, locals can explore:

  • The Signature Mugwort Latte: A velvety, earthy masterpiece that has become a cult favorite in Seoul.
  • Curated K-Desserts: Exclusive treats featuring heritage-rich ingredients, meticulously prepared to pair with Stereoscope’s specialty roasts.

Why It’s a Must-Visit

For the brandswalk community, this is a rare look at how a master barista and brand director translates ancient Korean traditions into a sleek, 21st-century experience.

image: @stereoscopecoffee

Whether you're a design enthusiast or a specialty coffee lover, this collaboration between two industry leaders is an exciting local discovery you must check out.

Store image: naeja and co

📍 Pop-up Details

  • Duration: February 20 – March 08
  • Hours: 6:00 AM – 7:00 PM Daily
  • Location: Stereoscope Hollywood
  • Address: 1548 Wilcox Ave, Los Angeles, CA 90028

Stay Tuned

We will have an interview opportunity with, Kun, a Korean barista competition finalist, to discuss his branding decisions, his "Mugwort Effect" philosophy, and his life as a top-tier barista in Seoul. Our exclusive interview is dropping soon—stay tuned to @brandswalk for the full story.

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