Shinsegae Department Store Gathers Famous Restaurants for 'Jipkokjok' Staying at Home

Appearance of chocolate at EJ Baking Studio. (Photo by Shinsegae Department Store)

[Asia Economy Reporter Lim Hye-seon] Recently, as the so-called 'Jipkokjok'?people staying home due to the impact of the novel coronavirus disease (COVID-19)?has increased, Shinsegae Department Store is launching a pop-up store for them.

Shinsegae Department Store Gangnam Branch announced on the 15th that it will present a pop-up featuring famous dessert shops for customers who want to enjoy sweet cakes like at a cafe even at home.

Starting from the 16th, the 'EJ Baking Studio,' which can be seen for the first time in the department store industry, is the brand of Chef Lee Eun-jung, Korea's top dessert chef. The pop-up, held on the basement first floor of the Gangnam branch until April 20, is conducted in collaboration with the global premium chocolate company 'Cacaobarri.'

Since its start in Apgujeong in 2011, EJ Baking Studio has opened stores in Sinnonhyeon and Samseong-dong and is currently operating. Chef Lee Eun-jung has increased her recognition by appearing as a dessert advisory member on food-related broadcasts such as 'Wednesday Food Talk' and 'Kang's Kitchen.'

Founded in 1842, the French premium chocolate brand Cacaobarri selects cacao beans grown in excellent environmental farms directly to create chocolates that retain the rich taste and aroma unique to their origin. This pop-up store offers three themed chocolate menus sold exclusively at Shinsegae.

They prepared crispy chocolate cookies made with nine ingredients including black sesame, sesame, and almonds, along with 12 types of truffle bonbon chocolates flavored with chocolates from various origins. You can also find bite-sized cream-filled choux cookies with 12 different types of chocolate cream.

The 'Victoria Bakery,' considered a hot place in Seongsu-dong, will also be available at the Gangnam branch until the 26th. Starting in Daegu and gaining popularity by word of mouth, Victoria Bakery moved to Seongsu-dong last year and creates dazzling and exotic desserts that could be seen in foreign magazines.

Choi Won-jun, head of food at Shinsegae Department Store, said, "For people staying home due to COVID-19, sweet desserts will be a stress reliever," adding, "We hope customers can enjoy a home cafe life at home through department store dessert shopping."

This content was produced with the assistance of AI translation services.