pop-up store called Dukkeob Sanghoe Club 1924 in Gangnam (Image taken by reporter Shin Seon-mi)
SEOUL, Dec. 24 (Korea Bizwire) –As end-of-year celebrations and gatherings increase, South Korean liquor companies are opening a series of pop-up stores to capture consumers’ attention.
Focusing on the MZ generation (those born in the early 1980s to early 2000s), these stores are enhancing marketing efforts by offering a range of merchandise and hosting cocktail classes.
According to liquor industry analysts on December 24, Hite Jinro is operating a pop-up store called Dukkeob Sanghoe Club 1924 in Gangnam’s Kinfolk Dosan until February 3. At this store, customers can sample Hite Jinro’s products, including Jinro, Chamisul, Terra, and Kloud.
Hite Jinro’s popup stores also feature games such as darts and air hockey, and offer a variety of merchandise for sale. However, entry is restricted for minors. Since first launching the Dukkeob Sanghoe pop-up store in 2020, Hite Jinro has opened similar stores across the country, including in Busan and Incheon.
The company views these pop-up stores as cultural spaces popular among the MZ generation and plans to continue operating them next year.
OB Beer is running “Cass Friends Summoning” pop-up stores near Gangnam Station and Hongik University Station until the end of this month. At these locations, visitors can create life-sized cutouts of friends who couldn’t attend their gatherings, allowing for unique photo opportunities.
OB Beer is running “Cass Friends Summoning” pop-up stores (Image provided by OB Beer)
Lotte Chilsung Beverage has set up an experience store for its new beer product, Krush. The Krush store, located in Mapo District’s Battery88 restaurant, will operate until February 21 next year. The store offers a set menu consisting of Krush beer, fries, and sausages.
As the popularity of whiskey grows among the MZ generation in South Korea, whiskey companies are also joining the pop-up store marketing trend. Diageo Korea has opened a pop-up store at the Airdrop space in Seoul’s trendy Gangnam district, which will operate until April next year. The store sells products and runs whiskey classes.
Pernod Ricard Korea has opened a pop-up store at the Phoenix Park resort in Pyeongchang, Gangwon Province, showcasing the Irish whiskey Jameson until February 25. The store is decorated with the concept of the Jameson Distillery in Dublin, Ireland, and offers product tastings and cocktail classes.
Ashley Song (ashley@koreabizwire.com)
