What Illycaffe changed

• Removed the link to the illy Seongsu pop-up event page.
• Removed the link to the Frieze Seoul 2024 John Armleder collaboration page.
• Reordered the top navigation links to prioritize "Subscription Application" before "October Promotion Benefits."

The removal of these specific event links suggests the conclusion of recent offline brand activations and seasonal marketing campaigns in Korea.

• Added a new event link for "Frieze Seoul 2026 John Armleder."
• Swapped the order of top header links: "October Promotion Benefits" now appears before "Apply for illy Coffee Subscription."

The brand is strengthening its connection to high-end art and culture by promoting a specific collaboration at Frieze Seoul. They also reordered their top navigation to prioritize current promotions over subscription sign-ups.

• Removed the link to the Frieze Seoul 2026 John Armleder art collaboration page.
• Removed the link to the Jeju Shinhwa World partner page.
• Removed a general Horeca (Hotel/Restaurant/Cafe) partner link from the main event section.
• Swapped the display order of the "Subscription" and "October Promotion" buttons at the top of the page.

The removal of specific event and partner links suggests the end of seasonal marketing campaigns and high-profile local collaborations.