Maxim Plant, a coffee complex cultural space operated by Dong Seo Foods, is emerging as a coffee landmark in the city center. Located in Hannam-dong, Seoul, Maxim Plant features a planter interior that captures the essence of the seasons along with large roasting and manufacturing facilities within the store.
According to Dong Seo Foods on the 19th, approximately 1.36 million visitors have accumulated at Maxim Plant since its opening in April 2018, as of the end of March 2025. In particular, visitors are continuously drawn to enjoy coffee leisurely on the early summer terrace, aligning with the concept of 'a garden in the city, a coffee factory in the forest.'
This time, Maxim Plant will introduce a menu that reinterprets instant coffee. It consists of four types based on Maxim Mocha Gold: ▲Mocha Gold Quick Shot ▲Mocha Gold Original ▲Mocha Gold Boost ▲Mocha Gold Ice. Additionally, seasonal limited menus such as White Gold Mugwort Latte and Black Sesame Latte, as well as Supreme Gold Supreme Cream Latte and Einspänner, have also been released.
Maxim Plant will also offer differentiated experiential content. 'Synesthetic coffee,' showcased in the 3rd-floor brewing lounge, recommends one specialty bean from a selection of 16 based on customer preferences. Along with the coffee, accompanying poetry and music are provided. Dedicated seating is equipped with headsets to experience what is known as 'immersive coffee,' utilizing senses such as sight, smell, hearing, and taste.
Coffee classes for the general public will also be offered. The program includes a basic course for beginners, as well as practical programs covering roasting and extraction.
A representative from Dong Seo Foods noted, 'Maxim Plant is a space that embodies Maxim's coffee philosophy and expertise,' adding, 'We plan to broaden our consumer touchpoints with unique menus and content that can only be experienced here in the future.'