Competition to secure prime viewing spots for next month's Seoul International Fireworks Festival is already fierce. Starbucks seat packages priced at up to 300,000 won ($220) — offering a view of fireworks over the Han River — sold out within just 30 seconds of going on sale.
Starbucks Korea began selling viewing packages at 3 p.m. on the 25th, allowing customers to reserve seats at its Yeouido Han River Park store for September 5, the day of the 2026 Seoul International Fireworks Festival, according to industry sources.
The packages, designed for two people, come in two types depending on the seat view: the Golden View Zone and the Silver View Zone. The Golden View Zone, offering a direct view of the Han River, was priced at 300,000 won, while the Silver View Zone, with a partially limited view, was set at 200,000 won ($147).
Customers with reservations can use their designated seats for up to three and a half hours, from 6 p.m. to 9:30 p.m. on the day of the festival.
Despite the steep price, demand was intense. All 27 packages prepared by Starbucks sold out in about 30 seconds.
The store's location appears to have contributed to the rapid sellout. The Starbucks Yeouido Han River Park store is located on the third floor of the Han River Bus Yeouido pier in Yeongdeungpo-gu, Seoul, making it a spot where visitors can see the river and fireworks up close.
Starbucks sold seat packages on the festival day for the first time last year. Word spread that the location was a prime fireworks-viewing spot, and reservation competition appears to have grown fiercer this year.
Starbucks Korea said it operates a seat reservation system limited to the fireworks-viewing hours to reduce congestion in the store, adding that it would prioritize the safety of customers and staff visiting the store on the day of the event.
This year's packages also include drinks, food and merchandise worth the amount paid, along with special complimentary gifts.
The 300,000-won Golden View Zone Set 1 includes Byeoldabang Lager and Lamericano, two types of tumblers, two long umbrellas, VIA and Origami products, and five food items.
The 200,000-won Silver View Zone Set 1 includes a Pink Grapefruit Rum Tonic cocktail and an Americano, two types of tumblers, one long umbrella, VIA and four food items.
