CJ CheilJedang Opens 'Hetbahn Cupbap' Pop-up Store

On the 7th, a consumer is experiencing a mystery game at the Hetbahn Cupban pop-up store set up at 'Space Omae' located in Seongsu-dong, Seongdong-gu, Seoul. (Photo by CJ CheilJedang)

[Asia Economy Reporter Seungjin Lee] CJ CheilJedang announced on the 8th that it has opened an offline pop-up store where customers can participate in the social deduction game ‘Detective Cupbanz’.

‘Detective Cupbanz’ is a YouTube content introduced last month alongside the launch of ‘Hetbahn Cupbap BIG,’ which increased the amount of rice, toppings, and sauce by 30%. The content features solving two deduction missions together with detective Nam Moon-hee.

This pop-up store, themed as the ‘Detective Agency,’ is being operated for three weeks until the 27th of this month at ‘Space Omae’ located in Seongsu-dong, Seongdong-gu, Seoul. It is designed as a space where consumers can directly experience the ‘Hetbahn Cupbap’ products and brand.

The pop-up store is divided into zones including ▲a photo zone and costume zone for commemorative photos ▲Hetbahn Cupbap brand zone ▲quiz zone and safe zone where quizzes can be solved. In the safe zone, visitors can obtain entry tickets to receive pure gold business cards. Among participants, 50 people will be selected to have their names engraved on the pure gold ‘Detective Cupbanz’ business cards and receive them.

The video of ‘Detective Cupbanz’ has gained explosive response, surpassing 3.3 million views in just one month. It is evaluated as reflecting the digital content trend of the MZ generation (Millennials + Generation Z), including deduction games and immersion in virtual worlds.

The popularity of ‘Detective Cupbanz’ has also translated into sales of ‘Hetbahn Cupbap.’ Convenience store channel sales of ‘Hetbahn Cupbap’ increased by about 20% in May compared to the previous year, the month the content was released.

A CJ CheilJedang official said, “Through ‘Detective Cupbanz,’ which has drawn consumers’ immersion, ‘Hetbahn Cupbap’ will establish itself as a more familiar brand,” adding, “We will continue to lead the growth of the cupbap market through active communication with the MZ generation.”

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