Since 1976, All That Jazz has been the beating heart of Korea's jazz scene — an Itaewon institution where generations of musicians cut their teeth and audiences met the genre live for the first time. But long memories harden into stereotypes: to younger crowds, the storied jazz bar read as another generation's place. When the club was reborn in Itaewon in 2023, the brief was clear — honor half a century of heritage, shed the dated image, and expand from a bar into a culture brand built around music.