Pop-up Hanwoo Store at '2024 Waterbomb Hong Kong'... Targeting Asian MZ Generation's Taste Preferences

The Korea Hanwoo Association announced on the 4th that it operated a Hanwoo promotional pop-up store at the '2024 Waterbomb Hong Kong' held on the 1st and 2nd.

A representative from the Hanwoo Association stated, "We operated a Hanwoo pop-up store at the 2024 Waterbomb Hong Kong to target the tastes of the Asian MZ generation," adding, "Hanwoo, which is leading globalization starting with Hong Kong, plans to further intensify promotions aimed at the potential of the MZ generation following the KCON Hong Kong concert."

Waterbomb is a large-scale water festival event popular among younger age groups. It started in Korea and, due to the global popularity of K-pop, has expanded its world tour from Japan and Thailand last year to Hong Kong and Dubai this year.

The Hanwoo Association collaborated with Chef Choi Jun-woo of OBP, a local Korean fusion restaurant, to open the Hanwoo pop-up store. They showcased Hanwoo menu items tailored to local young consumers' preferences, such as Hanwoo cube steak and Hanwoo tteokgalbi burger. They also provided Hanwoo cube steak, Hanwoo tteokgalbi burger, and tteokbokki to participating celebrities at the event, receiving great responses.

Local excellent Hanwoo retailers in Hong Kong, including Celebrate Food, Superfarm, Korean Beef Express, and Seolhamyeok, also conducted on-site events such as Hanwoo tastings and prize giveaways.

Min Kyung-cheon, chairman of the Hanwoo Association, said, "The food culture befitting the status of K-pop and Hallyu is Hanwoo," and added, "We will continue to target the global MZ generation with cultural marketing under the concept of 'Dressing Hanwoo with Culture.'"

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