Lee Dong-gun's Jeju cafe replaced by fashion brand

It has been confirmed that the cafe operated by actor Lee Dong-gun in Jeju has been transformed into a new fashion brand store just two months after ceasing operations. While the official announcement cited a 'reorganization,' all traces of the original cafe have effectively vanished from the space.

On the 4th, news regarding the current status of the Jeju Island cafe operated by Lee Dong-gun spread through online communities. Revealed photos show a new fashion brand store occupying the building where Lee personally opened the cafe last year.

Lee's Jeju cafe opened in April last year. It was a space created by renovating an old house on Jeju Island, attracting significant interest from the start because the actor himself took charge of the cafe's operation. In particular, the process of preparing and actually operating the store was revealed through the SBS variety show 'My Little Old Boy,' making it a hot topic as a new challenge for the actor.

However, the business was not smooth sailing. Since the beginning of this year, temporary closures and holidays occurred repeatedly, and even after an announcement was made that the shop would be closed from June 15 to 17, normal operations did not continue.

There were also voices from actual visitors expressing inconvenience. One visitor posted online on June 23, saying, "I went there, but it was still under construction. I only ended up paying for parking. I went out of my way to find this complex road," conveying that the store was not operating normally at the time.

Ultimately, an announcement notifying the end of operations was posted on the cafe's official account on July 6. It stated, "As of July 9, we have entered a period of reorganization. We sincerely thank you for your love and for visiting us during this time."

While the phrasing suggests a temporary closure or internal maintenance, a new fashion brand store has actually taken its place in the space. As various portal map services now identify the location as a fashion brand store rather than the former cafe, it appears that Lee's Jeju cafe business has effectively come to an end after approximately 1 year and 3 months.

This case also demonstrates the reality that a celebrity's challenge in self-employment is not as easy as it seems. While cafes or restaurants operated by famous individuals can quickly gain recognition through broadcasts and SNS, popularity and business sustainability are separate issues. Jeju, being a tourist destination, also possesses different business variables compared to general commercial areas, such as high rent and labor costs, seasonal demand, and tourist fluctuations.

For Lee, the Jeju cafe was a space that held more meaning than a simple side job. This is because, unlike his life standing before the camera as an actor, he showed a human side that transcended his existing star image by revealing his daily life of creating a space and welcoming customers. In particular, as the cafe operation process was revealed through variety shows, another lifestyle of 'actor Lee Dong-gun' was imprinted on the public.

However, just because he closed the cafe business does not mean he has stepped away from self-employment itself. Lee previously revealed during a live broadcast that he is "preparing for business in Seoul." This is why there are suggestions that he may challenge his business again in a new space and manner after organizing his experience in Jeju.

Lee, who debuted in the 1998 sitcom 'Gwang-kki,' subsequently built a unique presence in the melodrama and romance genres through works such as 'Lovers in Paris,' 'The Gentlemen of Suwon,' and 'The Gentlemen of La La Land.' Recently, he has been meeting the public in a new way by honestly showing the gap between his image as an actor and his actual life through variety programs.

His personal life has also had a significant impact on his broadcast image. Lee married actress Jo Yoon-hee in 2017 and has a daughter, Lee Ro-a; the couple reached an agreement to divorce in 2020. Currently, he is participating in broadcasts dealing with realistic themes of divorce and marital relationships by appearing on the JTBC variety show 'Divorce Camp.'

The closure of the Jeju cafe should be viewed as a scene from his business experience rather than being defined solely as a failure for Lee. As a new brand moves into the space that concluded with the expression 'reorganization,' the 1-year and 3-month Jeju cafe experiment has effectively ended.

Now, attention turns to the 'Seoul business' he has teased. It remains to be seen how his first self-employment experience in Jeju will continue in Seoul, and in what way actor Lee Dong-gun will once again integrate his name into a space and a business.