TLDR: AI search startup Perplexity has launched its first physical AI-themed cafe, ‘Curious,’ in Seoul’s bustling Gangnam district. The cafe offers a unique blend of coffee and AI technology, allowing visitors to interact with Perplexity’s search service, enjoy AI-generated music, and experience AI in a relaxed, offline setting. This pioneering venture aims to deepen user connection with AI and expand Perplexity’s presence in the Korean market.
Perplexity, the innovative AI search startup, has officially opened its first-ever physical AI-themed cafe, ‘Curious,’ in the dynamic Gangnam district of Seoul. The launch, reported on September 5, 2025, marks a significant step for an AI company to directly operate an offline space, aiming to foster a more tangible connection between users and artificial intelligence technology.
‘Curious’ is designed to be more than just a coffee shop; it’s an immersive experience where patrons can enjoy handcrafted beverages while engaging with Perplexity’s AI-powered search services. A standout feature is the cafe’s ambiance, which includes background music entirely generated by AI, creating a soothing yet futuristic atmosphere. Unlike traditional tech showrooms filled with monitors, ‘Curious’ emphasizes comfort with cozy tables and chairs, promoting a relaxed environment for exploration .
The cafe’s name, ‘Curious,’ directly reflects Perplexity’s core mission: to provide personalized answers to user questions stemming from their innate curiosity. Jun Morita, Perplexity’s Asia head, emphasized that ‘Curious’ serves as a hub for users to share knowledge and curiosity, enabling more people to experience the joy of discovery with AI .
Strategically located in Gangnam, a district renowned for its trend-setting culture and bustling energy, the cafe targets tech-savvy individuals eager for innovative experiences. Perplexity’s decision to establish its first offline presence in Korea underscores its high expectations for the local market .
To attract and reward users, ‘Curious’ offers exclusive benefits. Subscribers to Perplexity Pro, the company’s paid plan, receive a 50% discount on all handcrafted beverages. New subscribers who sign up for Perplexity Pro via a cafe-exclusive QR code also get their first month free . Additionally, customers can browse and purchase products from Perplexity’s official online merchandise shop, Perplexity Supply, directly at the cafe .
This initiative by Perplexity aligns with a growing trend among tech giants to create physical spaces for deeper user engagement. Examples include Google Stores, where customers can explore AI features in products, and Tesla Diners, which offer EV charging and showcase the company’s humanoid robot, Optimus . In Korea, SK Telecom is also developing a similar experience center in Seongsu, eastern Seoul .
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The cafe’s design incorporates both retro sensibilities and futuristic imagery, drawing inspiration from the technological expectations of the U.S. in the 1960s and 70s, while connecting yesterday’s curiosity to today’s questions and tomorrow’s knowledge . Collaborations with spatial design studio ‘Discovering the Four Faces’ and coffee solution corporation ‘Bean Brothers’ have contributed to the cafe’s unique aesthetic and offerings, with fashion brand ‘Gloni’ designing the staff uniforms .
