In the glamourous streets of Cheongdam, Seoul, one cocktail bar dares to define sustainability in new and exciting ways
In many parts of the world, sustainability has become somewhat of a marketing tool—a buzzword (over)used to hook consumers onto a product or idea with, in some cases, little to show for it. Thankfully, there remain industry leaders who not only uphold the integrity of the movement but also take on the mantle of setting higher sustainability standards. In Seoul’s burgeoning cocktail scene, that voice is Zest.
Opened in the upscale neighbourhood of Chaeongdam in December 2020, Zest demanded a huge leap of faith, even for such a seasoned bartender like Demie Kim, who helms the operation with co-founders Jisu Park, Sean Woo, and Noah Kwon. It was a tumultuous time, to say the least, and they feared that the concept of a sustainability-focused bar would be off-putting. However, these worries were soon quelled as Zest debuted on Asia’s 50 Best Bars list just one year later. Then, in 2023, Zest was surprised with more unexpected news: not only did they jump a record-breaking 43 spots to land Asia’s no. 5, but they were also crowned the best bar in Korea and no. 18 in the world—the highest new entry for the global list that year.
It’s safe to say that sustainability is deeply engrained into Zest’s identity—even its name draws attention to an underutilised part of a fruit and stands as a portmanteau of “zero” and “waste.” Sure enough, their zero-waste efforts are commendable, from creating all carbonated beverages in-house to combat aluminium waste to crafting their own seasonal gin made with local ingredients and recycling every ingredient to extend its lifecycle. But what really makes Zest stand out is their holistic perspective on sustainability.
Through our conversations, it became apparent that zero-waste is just a tiny part of a much larger picture: sustainability is the goal, and it extends far beyond the ingredients that they use, colouring decisions to do with interiors, glassware, and even management style. Branding themselves as a sustainable “fine drinking” establishment, the founders “propose to [their] guests what it means to enjoy drinks responsibly... where environment, community, and people exist together in harmony.” Keep reading to hear from co-founders Demie Kim and Jisu Park, as well as Zest bartender Danny Park, on their zero-waste initiatives, their creative pursuits of sustainability, and why branding is key to success.
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