Actor Lee Dong-gun's cafe in Aewol-eup, Jeju Island, has entered a temporary closure for "reorganization" approximately 15 months after its opening. The move has drawn attention to the business's future operating strategy and long-term sustainability. While the cafe initially saw massive interest characterized by "open run" crowds, analysts suggest that following repeated closures and restructuring, the business has reached a stage where it must transition toward operational stabilization.
On the 6th, the cafe's official account posted an announcement stating, "As of July 9, we will be taking time for reorganization," alongside a notice of suspension: "We sincerely thank everyone who has visited us during this time moving forward."
This decision is being interpreted as a "reset" measure to overhaul the overall space and operational structure, rather than a simple temporary break. The cafe previously announced a reopening following a four-day closure last month for internal construction and relocation. However, some visitors reported that the space still felt under construction upon reopening, leading to criticisms regarding the uncertainty of the cafe's operating schedule.
Lee launched the cafe in Aewol-eup last April, marking a new lifestyle business venture alongside his primary career in acting. In its early stages, the cafe garnered significant attention with long waiting lines, and became a hot topic due to the actor's direct involvement in managing the space.
Furthermore, just two months after opening, he attempted to expand the brand's reach by operating a pop-up store in Seongsu-dong, Seoul. This was viewed as a strategy to evolve from a local cafe into a content-based spatial business.
However, with recent frequent operational changes and reorganization notices, interest in the stability of the business structure is growing. Some interpret the repetition of space renewals and directional adjustments—rather than consistent business continuity—as a sign that the brand is moving into a different phase from its initial craze.
Lee has also been balancing his broadcasting activities. While maintaining a gap in acting works following the 2023 Netflix series "Celebrity," he has shared updates through SBS's "My Little Old Boy" and is set to continue his return to television by joining as a new MC for the JTBC variety show "Divorce Camp."
Lee married actress Jo Yoon-hee in 2017 and had a daughter the same year, but the couple reached a mutual agreement to divorce in 2020. Since then, he has expanded his connection with the public by balancing his acting career with his new endeavor running a cafe on Jeju Island.
