"Pig Bar as a Fashion Brand?" Lotte Wellfood Produces 'Doyajibar Song' Merchandise

Limited Edition Fashion Goods Commemorating the 40th Anniversary of Dwaejiba

Lotte Wellfood (formerly Lotte Confectionery)'s ice cream brand 'Dwaejiba' has been reborn as a fashion brand. On the 24th, Lotte Wellfood announced that it had produced the 'Doyajibarsong,' which was released as content commemorating the 40th anniversary of Dwaejiba on social networking services (SNS), into actual merchandise for fans to enjoy.

Doyajibarsong is a virtual brand created to communicate with the MZ generation (Millennials + Generation Z), combining 'Doyaji,' meaning pig, and 'Le Song,' which gives the feel of an overseas fashion brand. After the teaser and photo shoot of Doyajibarsong were released and received positive responses from fans, a limited quantity was specially produced for a consumer giveaway event.

The Doyajibarsong merchandise was made using the three characteristic colors of Dwaejiba: brown, white, and red. The three items include ▲ a trench coat in Dwaejiba's dark brown color with added waterproof functionality ▲ a ball cap decorated with pig ears ▲ tabi shoes featuring red polka dots reminiscent of strawberry jam in the shape of pig hooves.

The three Doyajibarsong merchandise items can be obtained by participating in the event. Participants need to take a commemorative photo celebrating the 40th anniversary with Dwaejiba and upload it on their Instagram with the designated hashtag. The participation period lasts until the 24th of next month, and the winners will be drawn in early October.

A Lotte Wellfood official stated, "The Doyajibarsong merchandise will be produced with a high level of completeness through processes and inspections comparable to those of famous clothing brands."

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