Shinsegae's 'Twelve' Sparks Copycat Chaos! Is Erewhon Next?!

SEATTLE — You know you've struck a nerve when accusations of being a "copycat" start flying faster than a celebrity endorsement deal. That's precisely what's happening with Shinsegae's new luxury store, Twelve. Even before U.S. shoppers have had a chance to set foot inside, photos circulating online have ignited a fiery debate about whether the store is just a little *too* inspired by Erewhon, the Los Angeles-based health food mecca known for its premium price tags and celebrity-infused smoothies.

Shinsegae's 'Twelve' Sparks Copycat Chaos! Is Erew...

The internet, as it often does, has become ground zero for this controversy. Images of Twelve's minimalist design, pastel-colored smoothies practically begging for an Instagram post, and aggressively wellness-focused branding have been making the rounds on Korean blogs and social media. And then, of course, the comparisons started flooding in from U.S. audiences all too familiar with Erewhon’s… distinctive aesthetic and wallet-draining prices. The consensus? The similarities aren't just a coincidence, they're intentional. Many online commentators are saying that it's a wholesale lift of concept, visual style, and even product selection.

One blogger put it bluntly, "My first reaction was, 'This *is* Erewhon.'" Honestly, looking at the pictures, it's hard to argue. The smoothie bar is the main talking point. Those brightly colored beverages, retailing for around 28,000 won (roughly $20), have been immediately compared to Erewhon’s, particularly the Hailey Bieber-endorsed Strawberry Glaze Skin smoothie. I mean, come on, is there only so many ways to make a pink smoothie?

The reaction to this isn't just about a store looking a little too similar to another, it's deeper than that. We're talking about a time when Korean culture is dominating global trends. It's a moment of pride for many Koreans, who are seeing their music, food, fashion, and design embraced worldwide. One user commented, "I would think Korean companies would try to come up with something original and branch out overseas, but it’s still the opposite." Ouch. It stings because there's a certain expectation that Korean brands should be exporting their unique vision, not importing and imitating someone else's.

Moon Ji-ae, an executive at a marketing firm specializing in K-beauty product launches in the U.S., echoes this sentiment. "It’s obvious to people living abroad what the best parts of Korean retail are," she said. Many Koreans residing in the U.S. often express admiration and even nostalgia for Korean retail. "Companies need to assess their strengths and figure out a way to export that instead of the other way around." It's a valid point. Korea has so much to offer the world, and hopefully, this controversy will be a wake-up call for companies to tap into that originality instead of playing copycat.