Beauty of Joseon activates coffee cart promotion in Soho and Fourteenth Street

A new coffee cart activation by Korean skincare brand Beauty of Joseon is set to take place in Manhattan, but it faces potential hurdles due to location restrictions. The event, scheduled for June 10 and 11, will feature a coffee cart giving away free coffee and samples of a new tinted moisturizer at two locations: 355 West Fourteenth Street and 557 Broadway in Soho.

Franchesca from Mother Sauce Creative, representing the brand, detailed the activation during the Manhattan CB2 Street Activities and Resiliency Committee meeting. The cart will operate from 8 AM until supplies last, with a limit of 500 cups of coffee available each day. The coffee will be sourced from Deploy Coffee, based in Long Island City.

However, concerns arose regarding the legality of the Soho location, which is reportedly on an "embargo block," meaning that certain activities may be restricted. Committee members emphasized the need for the event to comply with city regulations, suggesting that the organizers may need to find an alternative location if approvals are not secured in time.

Additionally, the meeting highlighted the challenges of managing crowds in busy areas like Soho, especially during peak hours. The committee discussed strategies for line management and the potential impact on local businesses and residents.

As the event approaches, organizers are urged to confirm compliance with all necessary permits and regulations to ensure a smooth activation. The outcome of this meeting will determine whether the coffee cart can proceed as planned or if adjustments will be necessary.