Shinsegae Food Unveils 'Shinsegae Bunsik' Popup Store in Seongsu-dong

[Asia Economy Reporter Seungjin Lee] Shinsegae Food has launched a campaign to promote Olban home meal replacements to the MZ generation (Millennials + Generation Z) by operating the ‘Shinsegae Bunsik’ pop-up store.

On the 25th, Shinsegae Food announced that it opened the Shinsegae Bunsik pop-up store at 'Sufi,' a fashion edit shop located in Seongsu-dong, Seoul, in collaboration with LG Electronics' ‘Geumseong Arcade’.

The pop-up store was designed as an experiential space, showcasing about 10 menu items by combining chefs’ recipes with the air fryer-exclusive ‘Air Cook’ products from Olban home meal replacements.

The signature menus include three items: ‘Cheongyang Mayo Glutinous Hot Dog,’ ‘Half Old-fashioned Fried Chicken,’ and ‘Sseuuk~ Geumseong Tteokbokki,’ which add fun in eating and photo-taking. Additionally, about 10 menu items using Olban home meal replacements such as ‘Waffle Glutinous Hot Dog,’ ‘Life King Dumpling Gratin,’ and ‘Cold Wind Shield Set’ are offered at prices ranging from 1,000 to 5,000 KRW, allowing the MZ generation to experience the brand without burden.

Along with this, Shinsegae Food actively communicates with the MZ generation by offering various prizes through a raffle for those who visit ‘Shinsegae Bunsik’ and post certification shots with hashtags on social networking services (SNS), and by holding events such as marble games and dalgona picking inside the pop-up store.

‘Shinsegae Bunsik,’ operating until December 19, is open from 11 a.m. to 9 p.m. on weekdays and from 10 a.m. to 9 p.m. on weekends. Visitors can enter sequentially according to capacity limits in compliance with basic COVID-19 prevention rules (temperature checks, hand sanitization).

A Shinsegae Food official said, “We launched the pop-up store to promote the Olban brand to customers and to have opportunities to hear various opinions,” adding, “To nurture Olban home meal replacements, which are celebrating their 5th anniversary, as a leading domestic home meal replacement brand, we will continue to carry out diverse marketing activities.”

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