Heineken Opens 150th Anniversary Pop-up Store 'HiNekan Pocha'

Heineken's First Popup Store with a 'Pojangmacha' Concept

Heineken announced on the 1st that it will operate ‘HiNaeCan Pocha,’ Heineken’s first pop-up store, as part of the brand’s 150th anniversary campaign.

This pop-up store will be open from the 8th to the 24th in Apgujeong Rodeo, Gangnam-gu, Seoul. It was planned to convey the campaign message, “There is no right way to enjoy Heineken as long as you are having fun,” through the space of a ‘pojangmacha,’ which captures the joys and sorrows of Koreans.

The ‘HiNaeCan Pocha’ pop-up store is realistically designed to look like an actual pojangmacha. First, the outdoor space on the first floor features a photo zone decorated as a pojangmacha reinterpreted in Heineken style. Upon entering the first floor of the building, the eye-catching atmosphere resembles walking through a hip pojangmacha night street covered with dazzling neon signs. The second floor and the outdoor terrace on the third floor offer a warm and cozy pojangmacha ambiance with symbolic props and pojangmacha-style side dishes that pair well with Heineken, providing a special experience of enjoying Heineken at a pojangmacha.

Additionally, visitors can directly experience various ways of enjoying Heineken from around the world, such as ‘SabalNaeCan,’ where beer is poured into a traditional Korean makgeolli cup; ‘EoreumNaeCan,’ where beer is served with ice in the glass like in Vietnam; the Caribbean-style ‘LimeNaeCan’ served with lime; and the Mexican-style ‘CocktailNaeCan.’ Moreover, popular Korean pojangmacha dishes like kimchi jeon, rolled omelet, and tofu kimchi, as well as representative dishes from different countries, can be enjoyed together.

The ‘HiNaeCan Pocha’ pop-up store can be accessed through advance reservations on Naver and on-site visits. Jiwon Park, Executive Director of Heineken’s Marketing Team, said, “We thought there was no better space than a ‘pojangmacha’ to embody the 150th anniversary campaign message that ‘it’s okay to enjoy Heineken in any way.’ We hope visitors experience a unique kind of enjoyment at this pop-up store with a pojangmacha concept, which is the most Korean yet a place where Heineken has been hard to access.”

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