Zest: The Hotspot of Seoul's Cocktail Scene
On May 3, 2025, at the bar Zest in Cheongdam-dong, Seoul, the atmosphere buzzed with excitement as groups of women in heels arrived in taxis, eager to enjoy the vibrant nightlife. The bar, which has recently been ranked second in Asia's Best Bars 50, was already bustling with a waiting list of 30 parties by 8 PM. A foreign couple glanced at the list, sighed, and turned away, while others settled at outdoor tables, sipping cocktails as they awaited their turn.
Upon entering, guests were greeted in English by the bartender, reflecting the bar's international clientele, which now comprises 90% foreigners on weekends. Patrons hail from Taiwan, Singapore, Malaysia, Europe, and the United States, and most place their orders in English.
Zest has a unique approach to managing its crowd; instead of forming long lines outside like the top bar Leone in Hong Kong, guests can register for a waitlist via an app and enjoy cocktails outside while they wait.
The bar's signature cocktail, the 'Z&T,' is a gin and tonic variant made with local ingredients such as hallabong, plum, mint, and omija, topped with house-made soda. The drink offers a refreshing citrus aroma followed by a crisp finish, designed for savoring rather than quick consumption. This homemade soda also aims to reduce the use of single-use bottles.
In addition to the Z&T, Zest features a variety of other signature cocktails, including the popular 'All Pay Soy Fashioned,' a smooth twist on the classic Old Fashioned.
On this particular evening, six staff members were on duty, with two bartenders and the rest handling service and operations. Reservations for window seats required prepayment, and menu explanations were quick, taking just a minute. The previous Friday saw 200 guests, while Saturday welcomed 300. Guests often prioritize snapping photos of their drinks over reading the menu, as bartenders continuously shake and mix.
Unlike quieter tasting bars, Zest is lively and fast-paced, blending the freedom of a European pub with the precision of Asian bartending. While many focus on the names of the drinks, what truly lingers in memory are the people and the ambiance shared. Recently, the languages spoken in this vibrant scene have begun to shift.
After experiencing Zest, foreign guests often continue their night at other bars like Le Chamber or Cheongdam Alice, making bar hopping a natural part of the Cheongdam-dong nightlife. It's no longer just about one drink; the night continues on with multiple stops.
