In the mass

Daegu

In the mass

Into the crowd

Fragrant specialty pastries and sweet bread enjoyed while savoring the pleasant commotion.

Edit Jihyun Cho

Photograph Kihun Jung

CEO Lee Eun-jae, who previously worked as a designer at an architectural firm, hoped to witness firsthand how people come together through the medium of coffee in the spaces she designed. Seeking to bring the experiences she had gained in Seoul since becoming an adult to her hometown of Daegu, she founded a cafeteria called 'By Daily' in 2010, subsequently creating the brands Mass Coffee and In the Mass. Located in Samdeok-dong, Daegu, In the Mass is designed to facilitate open communication with guests by placing a bakery bar at the center of the space. The large communal table located inside the cafe is the most striking feature. Special coffee and delicious baked goods are essential to any center of this interaction. Using specialty-grade green beans, the cafe introduces three blends that are suitable for daily drinking by anyone, featuring a distinct, holistic taste encompassing aroma, sweetness, flavor, fragrance, and mouthfeel. Additionally, single-origin coffees from various farms and countries are introduced quarterly. As befits a specialty coffee roastery, the three blends of Americano and Latte, along with the Cream Salty Latte topped with homemade vanilla condensed milk cream, are the most beloved menu items at In the Mass. The Swimming Orange, made with orange syrup that is personally trimmed and boiled, is also a favorite among many for its refreshing yet sweet aroma that lingers in the mouth. The bakery bar, which occupies the entire front of the space, is filled with mouth-watering breads. Representative items include the Lemon Pound Cake, which offers the rich flavor of gourmet butter and the sweet and sour taste of lemon, and the Caramel Butter Scone, sprinkled with sweet caramel sauce. At the Peep shop located on the third floor, you can find lifestyle products curated by In the Mass, making it a space that satisfies both the eyes and the palate. In the Mass—a place where you can step "into the crowd" and revel in a pleasant commotion—fragrant coffee, sweet bread, and individual tastes come together.