This paper investigates a so far unexplored facet of ethnic servicesscapes, that is the role of cultural metaphors in enhancing consumer pleasure. The study also elaborates on the concept of pleasure as “ethno-pleasure” and provides a definition of it as closely connected to the emotional responses of consumers who are affected by the cultural metaphors encountered in the servicecscapes. “Ethno-pleasure” is seen as comprising three different components: symbolic experience, imaginary experience, and reviving experience. As the authors point out, findings of this study could help marketers develop new strategies for multi-cultural marketing.