[Yori!] Review of EXO’s Pop Up Store and Cafe “BWCW”

2013-09-21 19:08:34 2013-09-21 19:08:34

Yori! is Soompi’s special series on Korean culture and cuisine. Yori means “cooking” or “cuisine” in Korean, and the series will offer simple Korean recipes and honest reviews of the hottest Korean restaurants and cafes. Ever watched your favorite actor chow down on food and wondered if you could cook it up yourself? Or how about wanting to know not only what your Oppa’s new restaurant looks like, but also if the food actually tastes good? Yori! will be your portal to the Korean food scene.

The first cafe that Yori! will review is BWCW (Boy Who Cried Wolf), EXO‘s very own pop up store and cafe. This cafe review was requested by EXO fans who were curious about what BWCW had to offer. When I heard that the BWCW would only be open for a a limited time, I grabbed halves in unison (who happened to be in the area) and hurried over to Seoul’s trendiest street, Garosu Street in Sinsa-dong, to check it out. There we were able to taste their best dishes, take loads of pictures, and ask the manager a few questions.

BWCW Quick Facts:

  • Opened second week of August. Will close early October for a two month run.
  • An average of 500 customers come to the BWCW. On a good day or during the weekend, over 1000 people will come in.
  • 40% of the customers are foreign fans. During the opening most of them were from China, but now there are more Japanese fans on a daily basis.
  • This is SM Entertainment‘s second pop up store. The first was with Girls’ Generation earlier this year. 
  • BWCW sells exclusive merchandise that can’t be found anywhere else.
  • Following their “XOXO” first album, BWCW’s theme is “School.”


BWCW is located off off Garosu Street, Seoul’s trendiest street. You can’t see it from the main street, so only those who are looking for it will be able to find it. On the outside it looks a little plain, nothing flashy. The BWCW signs are in multiple places but from a single glance you can’t tell that it’s a K-Pop store. When you get closer you can see EXO’s special font on the window. Also at the window is the resident kitten who might be an EXO fan, who gets his lunch from the occasional generous customer. According to the map there are four levels to the store, including the basement.

If SM does one thing right, it’s picking good looking people to represent them. The part timers at the store were not associated with SM but they sure were cute. We asked one tall and handsome (but slightly bored looking) assistant if he was a trainee and he said he was just a part-timer. 


If I could describe the clothing that BWCW sells, I would best describe it as a “preppy Ed Hardy.” You have baseball caps and sweaters that look kind of sporty, but then right next to it you have a motorcycle jacket with a scary looking wolf on the back. They are really taking their “Wolf” and “School” concepts very seriously, although I’m not sure if the two actually goes together. 


The cool thing about BWCW is that the members, all twelve of them, actually came by the store before its opening and doodled all over the walls. Sometimes they leave endearing messages to their fans but mostly they just make fun of each other. It makes me happy to imagine the boys of EXO running around the store with their permanent markers, snickering to themselves as they write jokes about Kris’ (lack of) artistic skills or Suho’s (lack of) height. 


The boys apparently had free reign over the store because nothing was free from their graffiti. It actually made the “classroom” section more realistic. Some of them are clearly better drawers than the other. Also, I have no idea why it’s D.O.’s picture next to Lay’s message. 

Next…so how much do the merchandise cost?