Daytime Sober Dance Events Gain International Traction
Sober daytime dance events, often referred to as 'sober raves,' have emerged as a growing trend in urban centers globally, including Seoul, Paris, London, and Toronto. These events provide environments for dancing that are typically devoid of alcohol, frequently taking place in the mornings.
Seoul Morning Coffee Club
In Seoul, South Korea, Park Jihyun, 29, participated in an early morning dance event organized by the Seoul Morning Coffee Club. Park ran approximately 5 miles (8 kilometers) to the venue in Yongsan-gu. Participants described the experience as a gathering of individuals who connect through dancing.
Since its launch in May, the Seoul Morning Coffee Club's Coffee Rave has attracted hundreds of attendees. Tickets are priced at 20,000 won (approximately $14). Participants begin arriving at 7 a.m. for beverages such as iced Americano or matcha. By 8 a.m., a DJ performs for a crowd dancing without alcohol, with caffeine serving as the primary stimulant.
Park Jae-hyun, founder of the Seoul Morning Coffee Club, stated, "It’s a fresh start to the day. Everyone looks excited and happy, even without alcohol."
The concept of sober raves has precedents, with organizations like Daybreaker in New York and Morning Gloryville in London having hosted similar events for over a decade. In recent years, these alcohol-free events have expanded into community spaces such as coffee shops and bakeries.
Bakery Raves in Paris
The movement has gained traction among younger generations, including Gen Z and younger Millennials, who are reportedly consuming less alcohol and prioritizing health and wellness. Alexis Duvivier, a French DJ and music producer known professionally as Aazar, is recognized as a pioneer of the bakery rave concept in France.
Duvivier organized his first bakery rave in Paris in 2019 to commemorate a single release, combining his interests in music and French bakeries. The event was hosted at The French Bastards bakery in the 11th arrondissement, where attendees received complimentary pastries. Footage of DJs Bob Sinclair and Peggy Gou performing at The French Bastards has been circulated online.
Duvivier stated that his selection of a bakery venue was personal, reflecting his cultural connection to French boulangeries, rather than an attempt to find an unusual location. He also hosts events across Europe under the name Bakery Session.
Global Expansion and Societal Factors
The sober rave movement has expanded globally, with events reported in cities including Brisbane, Mumbai, Paris, and Toronto. This expansion is attributed to shifting global trends and a response to various societal needs.
Park Jae-hyun of the Seoul Morning Coffee Club commented on the societal conditions in South Korea, noting, "In Korea, there’s a lot of competition and mental illness in society. I want to help Koreans have a freer life … tell them to calm down, relax, take it easy and that everything is going to be fine."
South Korea recorded a suicide rate of 23 per 100,000 people in 2023, the highest among countries tracked by the Organisation for Economic Co-operation and Development (OECD) for over a decade. This occurs in a society characterized by long work hours and a competitive job market. Younger generations in South Korea have increasingly expressed interest in wellness and community-focused offline events.
Park Jihyun, who also volunteers as a coffee chat host, observed, "The coffee rave lets you be yourself and helps introverts and those who are self-conscious grow out of their shell."
The Seoul Morning Coffee Club additionally organizes other sober activities, such as coffee chat groups, morning runs, and book clubs. These events cater to individuals who prefer morning activities and alcohol-free environments, particularly in a culture where professional and personal interactions often involve alcohol.
Freya Hawksley, 23, a British content creator residing in Seoul, described the events as beneficial for non-drinkers and individuals who prefer mornings, stating, "When you go to these morning parties, you actually gain energy. So you turn up to these raves at 7 a.m., you finish at 10 a.m., and you feel completely energized and ready for the day." These events in Seoul are also noted for their multi-generational appeal, attracting families and older adults.
Trends in London and Toronto
In London, DJs Manpal Bhullar (Mezz B), 32, and Vishal Kamle (Chndra), 31, launched sober daytime raves in coffee shops earlier this year under the name Coffee Gen. Kamle stated, "I’m at that age where I don’t want to be out until the early morning, drinking and clubbing. It’s built around us in a way, reflecting our era."
They cited changes in London's nightlife, describing it as increasingly commercialized and expensive. A February 2025 consumer report from the Night Time Industries Association UK indicated that 61% of 2,000 respondents aged 18-30 reported going out less frequently in the past year, attributing this to financial pressures, safety concerns, and transportation barriers. The report also cautioned that 40% of UK nightlife businesses faced potential closures without government intervention.
Matthew Campoli, co-founder of The Coffee Party in Toronto, suggested that these new sober rave events have contributed to addressing perceived stagnation in the nightlife scene following the pandemic. He stated, "I think there’s a need for genuine connection again. Since the pandemic, there’s been a gap. Social anxieties have developed and routines were crushed, and a lot of people started to prioritize themselves during that time which is why interests have shifted."
Franklin Vaz, 33, attended a Coffee Party event in Toronto after deciding to abstain from alcohol. Vaz, who now volunteers as an event helper at The Coffee Party, reported meeting his current girlfriend at one such gathering. He described the events as "very motivating" and promoting personal development.