Hankook Tire and Half Coffee Hold 'Haha' Pop-up Store Season 2

Hankook Tire & Technology (hereinafter Hankook Tire) announced on the 19th that it will hold the second season of the premium coffee and dessert cafe 'Halff Coffee' and 'HAHA' popup store at the basement 1st floor popup zone of Shinsegae Department Store Times Square in Yeongdeungpo, Seoul, until the 25th.

Halff Coffee is a brand gaining attention from the MZ generation by launching various dessert menus such as butter cream latte, coffee, donuts, cookies, and butter bars. It has about 12 stores nationwide, including Gangnam Central City, Yeongdeungpo Shinsegae, Seongsu, and Busan Centum City.

Hankook Tire planned this second season of the popup store following the success of the popup store operated with Halff Coffee at Shinsegae Department Store Gangnam branch during the White Day season last March. The popup store name ‘HAHA’ is derived from the identical first two letters ‘HA’ of the English names of Hankook Tire and Halff Coffee, 'Hankook' and 'Halff'. It delights customers’ eyes and taste buds with a unique music-themed popup and dessert menu.

During season 1, the distinctive store atmosphere and various bakery products quickly spread on social media, attracting a continuous flow of MZ generation visitors to the popup store. During the ten-day operation period, the limited edition ‘Cronut’ (a dessert combining croissant and donut) inspired by Hankook Tire products sold out daily, with over 1,500 units sold in total.

In popup store season 2, Hankook Tire continues the sell-out streak by offering three types of ‘Cronut’ shaped like Hankook Tire products, along with Halff’s signature donuts in six flavors: Halff Cream (coffee), vanilla, chocolate, strawberry, milk, and pistachio. Menus such as butter bars, cookies, and butter cream lattes are also sold together. The boombox-shaped product packaging can hold a cellphone and be used as a speaker, providing customers with both taste and fun.

The popup store expresses an exotic atmosphere rarely seen in Korea by utilizing the orange and black brand colors of Hankook Tire and Halff Coffee. Visual content of ‘MADE IN HANKOOK,’ Hankook Tire’s Motor Culture brand, is placed throughout the store, offering a distinctly different experience from the Halff Coffee store currently operating on the 9th floor of Times Square.

Additionally, Hankook Tire plans to hold the third season of the popup store at Shinsegae Department Store Centum City in Busan this August. In line with the summer vacation season, the store will feature a vacation concept and introduce various tire-shaped bakery goods and other merchandise, continuously expanding communication touchpoints with the MZ generation.

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