Established in 2020, PINE & CO is a space designed to introduce various drinking cultures to consumers through cocktails, regardless of genres including culture, art, experience, and story.
Pine holds two meanings.
Pine tree is commonly found in Korea and is loved by many people because of its versatile usage. It symbolizes fidelity and will and is one of the Ten Symbols of Longevity in Asia.
Pineapple also symbolizes and represents bartenders. Pineapple’s origin comes from pine of pine trees, and it symbolizes the inner sweet, genuine hospitality towards the customers, despite its rough surface.
A retro house of Seoul
Pine&Co is a unique and nostalgic space that transports guests back to the 80s and 90s in Seoul. Established in 2020, the theme of the space is a “retro house of Seoul,” with an entrance design that reminds guests of the common alleyways they used to play in as children.
The space is divided into two distinct areas: the outside interior, which features retro arcade game machines and a very old-style gate, making guests feel as though they are facing a house from the 80s and 90s. To enter the inside, guests must press a retro-style doorbell.
The inside interior is a stark contrast to the outside, with a modern and sophisticated design. The lighting and music are changed daily depending on the mood of the day. Pine&Co serves drinks and foods based on Korean cuisine ingredients that are easily found in Korean markets. The establishment is always looking to give guests new experiences through collaborations with artists, chefs, designers, and other professionals.
Founders
Du Ui Hong (Joe)
Du Ui’s career in the bartending industry began at the young age of 23, honing his skills as a flair bartender in Korea before gaining experience in the culturally diverse neighborhood of Itaewon. In 2014, he joined Le Chamber, one of the top bars in Asia, as one of its opening members, and quickly rose to bar manager. His education in Korean traditional spirits at Suldoc greatly influences his approach, as he incorporates that expertise to magnify the true Korean-style essence in his cocktails.
- 2017 World Class Korea Winner ยท Mexico City finals
- 2019 Bols Around the World โ Best Asia Pacific Bar Team
- 2019 Angostura Cocktail Challenge Korea Winner
- Diageo World Class Educator & Judge
Pat Park
At the young age of 24, Pat Park began his journey in the bartending industry, opening a gastrobar called ‘Billow’ in Changwon with his brother. Fueled by his passion for cocktail-making, he ventured to Melbourne to learn from renowned bartender Jack Sotti at Boilermaker House. Upon returning to Seoul, Pat joined Le Chamber as a senior bartender, rising to Head Bartender in 2019.
- 2018 Patron Perfectionist Korea Winner
- 2019 La Maison Cointreau Korea Winner
- 2019 Bols Around the World โ Asia Pacific Top Bar Team
- 2021โpresent Bacardi Portfolio Brand Ambassador
Experience the thrill of a prohibition-era speakeasy with a modern twist, a fun and trendy bar in the heart of Seoul.
Press the bell, like coming home
Step back in time as you enter Pine&Co, where the vintage sign and entrance are reminiscent of the bustling streets of 1980s–1990s Seoul.
We embrace the traditional Korean custom of placing the name sign on the door, inviting guests to press the bell as if they were visiting a friend’s house — creating a warm and welcoming atmosphere.
Outside, a retro arcade machine glows beside a weathered old gate. Find the rough plaster wall, the wooden ‘ํ์ธ์ค์ฝ’ sign, and the little grid doorbell — and ring.
The old gates of Seoul
The weathered gates and doorbells of Seoul’s back-alleys — the name plates, the worn brass handles, the old intercoms — are the inspiration behind Pine&Co’s entrance. We wanted you to feel, for a moment, like you were ringing the bell at a friend’s house in the Seoul of the 80s and 90s.
Which night atmosphere do you prefer?
At Pine&Co, we strive to create a dynamic atmosphere by changing the lighting and music depending on the time of day. Whether it’s a more relaxed, jazzy and chilled mood during the early hours, or a more upbeat and energetic ambiance with louder music later on, we always aim to read the atmosphere and adjust accordingly.
Our seats spell ‘ใ ’
Pine&Co’s bar section is laid out in the shape of the Korean letter ‘ใ ’ (pieup) — the first letter of ‘Pine&Co’ in Korean, ํ์ธ.
The menu is a game
We turned the menu into a game. Open it on your phone and it is more than a list to read: flip through every cocktail, spin up a quick drinking game with your table, or dive into a playful arcade built entirely from our drinks. One code at your seat, a whole night in it.
PLAY
Every signature drawn by hand, one tap each. Picture the pour before you order — the living twin of our paper menu, easy to read in a dim room.
Lucky Tooth, Bottle of Fate, and more — quick party games for the whole table, two to eight players, to break the ice between rounds.
Choose your bartender, Pat or Joe, then step onto the floor. A retro arcade where every drink becomes a weapon — level up and evolve Super Cocktails. Cocktails, made playful.
One sheet, big on imagination
If the game feels too high-tech, we’ve got you. The paper menu is a single sheet, designed for simplicity in a dim room. It is structured in levels, so flavours and aromas grow stronger as you read down, with a small drawing beside each drink to help you picture the taste before you order.
The experiences and culinary culture from the city where we grew up serve as the inspiration for our cocktails.
Twisted, through Korea
We are thrilled to have recently collaborated with a talented artist to bring our commitment to sustainability to life in a unique and creative way. Our coasters are crafted from leftover mask fabric, a clever repurposing that reflects our dedication to reducing waste. As for our signature drink, we have crafted a delicious and innovative concoction using a fake mezcal, seaweed syrup, super citrus, and egg white for a unique and refreshing taste experience.
Nuruk is a traditional ingredient in Korean cuisine, often used to make makkulli, a popular Korean rice wine. Its aroma is unique and varies with the grain, the fermentation, and the atmosphere. At Pine&Co, we use Nuruk to create a modern twist on the classic whisky highball. Our special way to drink it is to hold a bowl and savor the aroma of roasted barley while sipping — a true celebration of tradition and innovation.
Our Hinoki cocktail is an ode to the traditional Korean dish of hot stone rice. We aimed to capture its essence by recreating the experience of pouring water into a hot stone pot to create nurungji. To achieve this, we specially designed a box that creates steam, evoking the scent of the forest — not only adding flavor, but a memorable and evocative experience for our guests.
In Korea, where punch culture is not prevalent, there is a beverage called ‘hwachae’ — a refreshing drink enjoyed collectively during hot summers, made by mixing Sprite with watermelon or other fruits, adorned with flower petals using Korean omija. Currently, Pine&Co’s top-selling item is the omija cocktail: homemade omija saccharum, cherry liqueur, Korean omija champagne, and a variety of berries.
Welcome back home.
Pine & Co ยท SeoulEstablished 2020