Corgi went viral across Silicon Valley via beauty influencer marketing, boasting plans to open 100 cafes within six months – but its second cafe shut down just two weeks after opening.

Beating AI News: Corgi, the AI insurance firm that previously gained fame in Silicon Valley via its "Corgi Girls" beauty marketing, is trying another approach to attract customers: opening cafes. This summer, the company announced plans to open 100 all-day cafes in San Francisco within six months, offering entrepreneurs office and social spaces, attracting potential clients through gatherings, events, and networking, then selling them corporate insurance. But the expansion quickly hit trouble. Corgi had 16 leases near finalization, but suddenly paused progress, then laid off its expansion director and some team members. Three other already signed San Francisco locations also failed to open for an extended period. Despite this, the company remains committed to its goal of opening 100 cafes. Its actual operations have also been far from smooth. Corgi’s second San Francisco outlet opened in September, but was ordered to close just 13 days later due to a lack of valid health permits. The San Francisco Chronicle later confirmed that the store’s building renovation procedures were also incomplete. Nearby residents filed an appeal, accusing it of being an "office disguised as a cafe", further complicating its reopening. What’s harder than opening stores is turning buzz into business. The San Francisco Standard interviewed three attendees of the outlet’s opening event, and found none had a need for insurance, with one even unaware that Corgi was an insurance company. Though the sample size is limited, it exposes the limitations and awkwardness of this marketing model.