Saju Cafes In Seoul Are Booming! Why Are Tourists So Obsessed?

In Seoul, South Korea, saju cafes are rising to be a new go-to destination for international visitors. They are unique shops where customers do not just order drinks—they discover something unexpected. People leave with deep thoughts, enlightenment, or even life-changing advice.

But what’s really happening inside these saju cafes? Why are travelers so eager to visit them? Let's dive into the factors behind the booming saju café market.

What are Saju Cafes in Seoul?

Saju cafes are unique establishments in Seoul where visitors, both locals and foreigners, can experience saju reading. In these cafés, customers can meet a professional fortune teller and have their fortunes read. They can do all these while enjoying coffee or other refreshments.

These shops are increasingly attracting foreign visitors, especially from countries like the United States, Canada, France, the United Kingdom, Spain, Italy, Singapore, and the Middle East. Korean fortune teller Myung Kang, who has been providing readings for over a decade, can attest to this. He told the Korea Herald that the largest group of foreign clients at these cafes is Americans.

Saju is a traditional Korean practice that interprets a person's fate and destiny based on the time and date of birth. It focuses on providing insights into various aspects of a person's life, such as relationships, careers, health, personality, and overall life path.

Why Foreign Tourists Are Drawn to Saju Cafes in Seoul

The fact that saju cafes are a place where customers can enjoy coffee and pastries while talking to a fortune teller is already a charm in itself. But what are the deeper reasons why international travelers are drawn to these cafés? Check them out below:

##CUT##

1. Cultural Curiosity and K-Culture Influence

K-Pop and K-Drama fans have long been among the millions of foreign tourists coming to South Korea. They visit the companies of their favorite idols or see the filming locations of their beloved dramas. Today, they are also interested in saju cafés in Seoul.

Some idols share their saju experiences, sparking curiosity among fans about traditional Korean practices beyond popular media. This curiosity grows as more K-Dramas and other content highlight saju, making it seem like a fun and intriguing experience to try.

2. Unique and Personalized Experience Offered in Saju Cafes in Seoul

Saju reading offers a more in-depth, personalized experience compared to Western fortune-telling practices like tarot. Tourists are fascinated by the detailed interpretations that fortune tellers give after analyzing the date and time of their birth.

Visitors appreciate the scientific and historical foundations behind the symbols and elements involved in saju. For instance, Joy Bunch, a 26-year-old American artist, dropped by one of the saju cafes in Seoul. She described her first experience as more “academic” than she had expected. She pointed out that in tarot reading, the reader looks at the pictures of the tarot cards and interprets your fortune.

Meanwhile, saju readings involve characters and symbols that have a historical and scientific basis. Bunch told The Korea Herald, “Seeing the reader analyze symbols related to elements like water and fire made it feel more realistic to me compared to just looking at a card or a star.”

3. Connection to Traditional Korean Practices

Many foreign visitors, especially those from countries with similar traditions, show a lot of interest in saju cafes in Seoul since they're already familiar with this practice. They see them as a unique opportunity to engage with Korean heritage in a modern and accessible setting. Tourists from Japan, in particular, seek out Korean saju for their more systematic and in-depth readings compared to what they experience at home.

VISIT KOREA

Hara Nobuko, a Japanese office worker, shared her saju experiences with The Korea Herald. She said that this saju reading in Korea is longer than what is typically offered in Japan. Such readings in her home country only take around 15 minutes.

She added that no saju reader is famous in Japan. Nobuko also revealed that Japanese saju readings require extra pay for an additional service, like palm reading. On the contrary, Korean saju readings are inclusive. She paid 50,000 KRW (USD 34) for a half-hour session.

VISIT KOREA

Han Seol, who performed Nobuko’s reading, said that he reads fortunes for Japanese clients almost every day. The saju reader noted that spiritual divination and shamanism are more common than saju in Japan. Therefore, Japanese tourists come to Korea to get a more academically structured saju reading.

Han also commented on other Asian clients, saying, “Their curiosities are similar to those of Korean clients. They ask about careers, romantic relationships, marriage and finances.” He also compared Westerners and Asians in terms of the question and answer portion.

“Asian Americans tend to ask more detailed questions, while white Americans rarely ask questions and are often not positive when a saju reader jumps to conclusions about their lives. So, I try to be more indirect with them,” Han explained.

4. Language Accessibility and Tourist-Friendly Services of Saju Cafes in Seoul

Another appealing factor of Korean saju cafes is their group of readers fluent in multiple foreign languages. Some shops have readers who also use translation tools or interpreters. This makes it easier for visitors to engage with the practice without a language barrier.

Creatrip Official Website

In popular tourist areas of Seoul like Myeong-dong and Hongdae, saju cafes actively attract foreign visitors by displaying signs in English, Japanese and Chinese.

5. A Memorable, Offbeat Activity

Many tourists look for unique activities beyond the typical tourist attractions in a foreign country like South Korea. Saju cafes provide an opportunity for a memorable, culturally immersive experience that offers insights into Korean beliefs and practices. At the same time, they provide a fun and mystical experience to share with others.

VISIT KOREA

Lee Joon, a head of the Seoul Tourism Organization’s service team, told The Korea Herald, “Although saju cafes may not become a mainstream tourism attraction, they can offer a unique and special experience for visitors looking for something different in Korea.”

Saju Cafes in Seoul as a Unique Part of K-Tourism

In recent years, saju cafes have become a special attraction for foreign tourists visiting South Korea. Thanks to the Hallyu wave, especially K-Pop and K-Drama, they now attract many international visitors looking for something different from the usual sightseeing and shopping.

Because of this, the Seoul Tourism Organization has recognized saju cafes as an official part of K-Tourism. The agency promotes such shops as a unique experience for those searching for something beyond typical tourist activities.

VISIT KOREA

Travelers can book their sessions online through platforms like Creatrip and Korea Travel Easy. This makes it easier for people from all over the world to enjoy a saju reading during their trip to Korea.
A Korea Travel Easy representative said that the platform started offering reservations at saju cafes in Seoul for foreign tourists in 2020. However, the company halted the service for some time during the COVID-19 pandemic.

“Many see it as similar to horoscopes. The majority of reservations on our platform come from travelers from the US, Singapore, Canada, and Australia,” a Korea Travel Easy official stated.

Final Thoughts

Saju cafes in Seoul have quickly become a must-visit for foreign tourists looking for something unique and meaningful. Whether it's out of curiosity, a love for Korean culture, or the influence of K-Pop and K-Drama, travelers visit these cafes for an experience unlike any other. Customers leave not only with a warm drink but also with insights, stories, and sometimes even a new perspective on life.

VISIT KOREA

As more people discover the magic of saju, these coffee shops are becoming a key part of K-Tourism. With their mix of tradition, mystery, and modern appeal, it’s no wonder they continue to attract visitors from all over the world. So, next time you're in Seoul, why not step inside a saju cafe and see what your future holds?