Korean-style photo booths have rapidly spread across Paris over the past year, with establishments like Memoli, Aura Film, 4Cut Studio, Pic Me, Photoism, and Life4Cuts popping up throughout the capital. These new photo booth experiences offer customers a unique twist on traditional photography, featuring themed cabins and Korean pop culture elements that have captured the attention of young Parisians.
On a Tuesday evening in July, a group of young women enthusiastically entered a shop on Rue Sainte-Anne in Paris's 1st arrondissement. They grabbed various accessories including retro glasses, cowboy hats, and giraffe headbands before squeezing into one of the eight photo booths at Aura Film. During their session, they posed, hugged, and formed hearts with their fingers. The experience cost around ten euros, and they emerged from the booths slightly breathless but delighted with their printed photos.
"It's super fast, we only have ten seconds between each photo, it's like a sport," laughed Clara, a high school student who had been eager to try the Aura Film photo booth with three friends. "I saw it everywhere on social media, it's the biggest one in Paris. You can take photos in an elevator, in a washing machine... It's just like in Korea, it's crazy," she exclaimed.
About ten establishments like Aura Film have opened in Paris in just over a year. The concept is simple: customers pay to take photos in themed booths with accessories in just a few minutes. This concept already exists in several Asian countries like South Korea and Japan and capitalizes on the growing attraction these cultures have within a segment of the French population.
At Aura Film, Daphne and her mother opted for a metro-themed cabin complete with wall graffiti and subway bars to create an authentic atmosphere. "It's colorful, and it's different from the ones I tried in Taiwan," marveled the teenager. While this wasn't her first experience, Caroline, her mother, was testing it for the first time. "It's a 100% Korea day with karaoke, photo booth, and K-pop shops," she explained with a smile, pointing to the speaker playing "Love To Hate Me" by Korean group Blackpink.
Just a five-minute walk away at 4Cut Studio, the wide-angle booth with a metallic blue background is particularly popular. "It's kind of our signature, the one everyone comes to test," acknowledged manager Jisoo Yun. This is precisely why Milia, 16, brought her boyfriend there. As a photo booth enthusiast, she was on her fifteenth session of this type. "It's super fun, much better than the movies. It's really something to do in Paris," confided the young woman.
While the majority of customers are between 18 and 25 years old, the practice is becoming more widespread and attracting an increasingly diverse audience. "In one year of operation, I've seen all kinds of people come through - teenagers, adults, and even retirees. There's no age limit for having fun," celebrated the owner. "What people like is leaving with a physical souvenir, a photo they'll stick on their fridge or in their room. Young people are very nostalgic and love these vintage activities."
While 4Cut Studio attracts a rather young and mixed clientele thanks to the neutral colors of its booths, other establishments like Memoli or Life4Cuts rely more heavily on South Korean inspiration. On Rue de Rivoli, in the Louvre shopping center, Photoism relies on a unique concept where customers can pose alongside members of K-pop groups Seventeen or Twice, and K-drama fans can pose with actors like Kim Min-kyu or actress Eunji.
"We have a partnership with one of the Korean market leaders, we have access to a large portfolio of stars. As soon as something new arrives in Korea, we have it here too," detailed co-manager Soumia. These exclusives work well: in late July, hundreds of fans came to take photos with Stray Kids members, creating lines of more than five hours. "Even though it's virtual, with this activity they feel like they're in Korea," she continued.
The only difference with Seoul is the price, ranging between 8 and 15 euros for two photos - triple what establishments in the Land of the Morning Calm offer. While owners keep their accounts secret, all see it as a lucrative activity. With a hundred people per day, or up to 1,000 for special events, and prices around 10 euros, these photo booths can be quite profitable.
"It's becoming more and more popular. We've only been open for two and a half months, but there are already regulars. They don't settle for one photo, but take two or three," detailed Soumia. "From the outside, you might think it brings us a lot, but you shouldn't forget the investment," nuanced the thirty-something.
While Photoism, which signed a partnership with the Korean company of the same name, received its four machines for free, other independent brands must pay between 10,000 and 15,000 euros for a single photo booth. This substantial cost varies depending on the supplier, often Korean or Chinese. Added to this are electricity, heating, photo paper, and accessories, not to mention initial renovation work costing between 40,000 and 50,000 euros, plus decor changes.
"We adapt according to holidays like Halloween, Christmas, or Valentine's Day. You have to know how to reinvent yourself," assured Celine Lim, co-founder of Aura Film. Rent, which can vary dramatically depending on the neighborhood from 3,000 to up to 10,000 euros for the Louvre location, also weighs heavily. "Premises aren't as expensive in Korea, they're smaller and they don't do as much renovation work," insisted Celine.
These costs may explain the price difference with South Korea. Additionally, the system has been adapted to French laws: "It's impossible to consider a business open 24 hours a day without employees," laughed Celine. "We had to give it a French touch, and it works." With her husband, she's already planning to open a larger shop on the street, as the current 100 square meters are no longer sufficient - a sign that Korean photo booths have bright days ahead of them.
