Chang and Spierings show how specialty coffee bars operate simultaneously as physical consumption spaces and digitally circulating urban images. Based on in-depth interviews and Instagram go-alongs with millennial users in Seoul, the paper demonstrates that coffee bars are often selected not primarily for coffee quality but for their visual and symbolic capacity to generate shareable experiences. The theoretical move is to treat Instagrammability as an active component of commercial gentrification: online visibility can redirect footfall, cluster new businesses and alter the aesthetic expectations through which streets are consumed. Methodologically, the integration of mobile interviewing with digital practice captures an urban process distributed across screens, bodies and streets rather than confined to the premises themselves. The paper is especially valuable because its participants can occupy contradictory positions as both gentrifying consumers and residents disturbed by rent increases, crowding and loss of belonging. It therefore replaces moral binaries with positional ambivalence and links aesthetics, authenticity, digital mediation and commercial displacement within one observable process.