On the chilly morning of December 15th, a quiet alley in Seoul began to stir. There was no red carpet, no flashing studio lights, but the air was thick with anticipation. At the center of it all stood an unexpected figure: Lee Jung-jae.
The global star of Squid Game wasn't there for a film set or a Michelin-starred meal. Instead, he stepped into a 'Birthday Cafe' (locally known as Saengka)—a space meticulously curated by his fans to celebrate his special day. As he took in the walls covered with chronicles of his career, he tossed a warm, playful joke to the shy fans: “Making any money? (장사는 돼?)” This brief moment instantly went viral on social media. It was a moment where a world-class icon walked directly into a ‘virtual universe’ built by his fans. It’s time we redefine this curious and passio
nate phenomenon called Saengka (생카 means birthday cafe).
From Private Parties to Shared Plazas: The Evolution of Presence
The origins of Birthday Cafes were humble. It began as a ‘secret party’ among fans—renting a small cafe to display photos and share cup sleeves of their favorite artists. However, as this culture matured, a fascinating shift occurred. Stars began to formally acknowledge these tiny worlds, eventually stepping inside them.Today, Saengka has evolved beyond a gathering spot for fans; it has become a ‘Plaza of Communion’ where the star and the fans share the same air. The star validates the fans' sincerity through the space, and the fans feel a profound sense of connection by discovering the traces (autographs or photos) left behind by the star. It is no longer a one-sided adoration, but a vibrant site of mutual hospitality and recognition.
A Dense Ritual in a Single Cup Sleeve
Open the door to a Birthday Cafe, and the familiar scent of coffee is replaced by the artist’s history. The activities here are more akin to specific, sensory rituals.Fans order drinks to carefully collect cup sleeves and photo cards featuring the artist’s face. To an outsider, it may be just a piece of paper; to them, it is a certificate of presence in this specific time and space. One wall might display rare photos unearthed from fans’ hard drives, while another corner hosts a ‘Lucky Draw’ for a chance to win one-of-a-kind goods. Over a drink specifically named after the artist’s preference, strangers find themselves connected by a single common denominator. Saengka is the densest site of fandom culture allowed by the metropolis of Seoul.
Billboards Declare, Cafes Experience
We are all familiar with the flashy birthday billboards adorning Seoul's subway pillars. Yet, the billboard and the cafe are fundamentally different.If a subway billboard is a Declaration—a one-way advertisement shouting to the world how great a star is—then a Saengka is a Three-dimensional Community where warmth is shared. While the billboard is a cold image of light viewed from a distance, the cafe is a place of 'Experience' where one can touch props, talk, and linger as if the star's breath had reached the room. Ultimately, the Birthday Cafe might be the most 'Seoul-like' landscape created by the desire of urbanites to find their own hideout through the medium of their favorite star.
[Editor’s Note]
The reason Lee Jung-jae’s visit became such a sensation wasn't just the surprise appearance of a celebrity. It was the sense of hospitality—a star willingly becoming a guest in a space prepared by fans and responding with a heartfelt “Thank you.”