A cooler having a transparent display, the cooler comprising: a body having a storage space configured to receive products therein; a door installed on the body to open and close the storage space; and a display assembly installed in the door and configured to display predetermined information related to the products, a proximity sensor for measuring a distance between a user and the cooler, a controller adapted to control a transparency of the display assembly depending on the distance between a user and the cooler wherein the display assembly comprises: a transparent display panel; a dispersion panel arranged at a rear of the transparent display panel and configured to scatter light, which is incident upon the dispersion panel to reduce a transparency thereof; and a light source that irradiates light to an inside of the dispersion panel, wherein the controller is adapted to control a transparency of the dispersion panel depending on the distance between the user and the cooler to allow the user to selectively see the products, and characterized in that the controller is adapted to determine turning on or off the light source depending on the distance between the user and the cooler, and to control the transparency of the dispersion panel depending on the turning on or off the light source. a body having a storage space configured to receive products therein; a door installed on the body to open and close the storage space; and a display assembly installed in the door and configured to display predetermined information related to the products, a proximity sensor for measuring a distance between a user and the cooler, a controller adapted to control a transparency of the display assembly depending on the distance between a user and the cooler wherein the display assembly comprises: a transparent display panel; a dispersion panel arranged at a rear of the transparent display panel and configured to scatter light, which is incident upon the dispersion panel to reduce a transparency thereof; and a light source that irradiates light to an inside of the dispersion panel, wherein the controller is adapted to control a transparency of the dispersion panel depending on the distance between the user and the cooler to allow the user to selectively see the products, and characterized in that the controller is adapted to determine turning on or off the light source depending on the distance between the user and the cooler, and to control the transparency of the dispersion panel depending on the turning on or off the light source. a transparent display panel; a dispersion panel arranged at a rear of the transparent display panel and configured to scatter light, which is incident upon the dispersion panel to reduce a transparency thereof; and a light source that irradiates light to an inside of the dispersion panel, wherein the controller is adapted to control a transparency of the dispersion panel depending on the distance between the user and the cooler to allow the user to selectively see the products, and characterized in that the controller is adapted to determine turning on or off the light source depending on the distance between the user and the cooler, and to control the transparency of the dispersion panel depending on the turning on or off the light source.