According to a 2019 Architectural Digest write-up about the café, it’s inspired by an animated webseries called W about a character who is caught between reality and a cartoon world. In Korean, the word “greem” can mean cartoon or painting. Greem Cafe’s marketing manager, J.S. Lee, told Architectural Digest, “I think almost all coffee brands supply similar coffee taste,” but visitors to Greem “want to make unique memories in a memorable place.” In fact, the café had to establish a rule that photos can’t be taken until a customer makes a purchase.
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