HiteJinro Opens Brand Experience Popup 'Kelly Lounge'

Operation in three cities including Seoul, Daegu, and Busan
Marketing intensifies with Kelly tasting event

HiteJinro announced on the 18th that it will launch the tasting pop-up store for ‘Lager’s Twist - Kelly,’ called ‘Kelly Lounge,’ in three major cities nationwide, intensifying its consumer-targeted marketing activities.

HiteJinro 'Kelly Lounge'

Kelly Lounge is designed as a ‘free brand experience cultural space for the MZ generation,’ offering opportunities to experience Kelly and enjoy content reflecting the product’s attributes. Rather than simply introducing the product, the strategy is to provide special experiences and fun, maximizing spatial experience to promote the new product to consumers. This pop-up store will be held in Seoul (Gangnam), Daegu (Dongseong-ro), and Busan (Seomyeon), with entry restricted to minors.

Kelly Lounge consists of a tasting zone, game zone, and photo zone. At the Kelly-branded bar, visitors can directly experience Kelly’s smooth and intense taste. Along with a glass of beer, visitors can enjoy popular pub games such as darts, retro arcade games reminiscent of childhood, foot bowling to relieve stress, as well as air hockey, roulette, and Sparkman games. Additionally, brand experience photo zones are set up throughout the pop-up store, including the LED-made ‘Kelly Wall’ and the barley-decorated lounge entrance, where visitors can take commemorative photos. Furthermore, a win-win event is held where roulette games offer set discount coupons usable at nearby restaurants and other businesses. Various consumer events such as issuing SoMaek certificates and Kelly Ne Cut are also prepared.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, “Through Kelly Lounge, we aimed to provide consumers with a pleasant and fun spatial experience to naturally promote the new product Kelly,” adding, “We plan to continue differentiated marketing activities so that consumers can experience Kelly, which is just taking its first steps, in more diverse ways.”

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