Jeonju University and Namwon City to Jointly Hold 'Baekhyang Fruit Pop-up Store'

Until May 6 at Lotte Department Store Jeonju Branch

The K-Food Industry Research Institute at Jeonju University (President Park Jinbae), in collaboration with the Namwon Agricultural Technology Center, will hold the 'ONE the NAMWON Festival Baekhyang Fruit' pop-up store.

Jeonju University, in collaboration with Namwon Agricultural Technology Center, will hold a Baekhyang fruit pop-up store at Lotte Department Store Jeonju Branch from the 30th of this month to the 6th of next month. Photo by Jeonju University

According to Jeonju University on April 25, this pop-up store will take place at Lotte Department Store Jeonju Branch from April 30 to May 6.

This event is planned as part of a marketing campaign aimed at expanding consumer engagement with Namwon Baekhyang fruit (Passion fruit) and strengthening its branding, in connection with the Namwon festival Chunhyangje.

In particular, this initiative is attracting attention as an example of mutual collaboration among Lotte Department Store Jeonju Branch, Namwon City, and Jeonju University, which has expanded both online and offline distribution channels for regional specialty products and established a model for regional cooperation. This effort goes beyond simple sales, realizing a shared goal of public-private distribution strategies and fostering local brands.

Kim Suin, Professor of Korean Cuisine at Jeonju University and Director of the K-Food Industry Research Institute, developed two new processed products?Wonder Pie (Namwon Baekhyang cream choco sand) and Wonder Sand (Namwon Baekhyang cream sandwich)?using Baekhyang fruit butter and Baekhyang fruit syrup, which were created through the institute’s own food R&D processed prototype commercialization project centered on Namwon’s representative agricultural product, Baekhyang fruit (Passion Fruit). In addition, local brands utilizing Baekhyang fruit will participate, showcasing B2C products that have been transferred through technology licensing so far, and a joint promotion will be held.

The on-site space will feature goods marketing using the Namwon Baekhyang fruit character 'Baekhyangi', as well as an experience zone for the augmented reality (AR) mobile game app 'BaekhyangGO', maximizing the promotional effect through content linkage.

Professor Kim Suin stated, "This pop-up store is an example of turning regional agricultural specialties into content and materializing a gastronomy-focused regional branding strategy," adding, "We will continue to vitalize the local economy and build a sustainable food culture ecosystem through content marketing based on local food."

This event is expected to serve as an exemplary case of a convergence marketing platform that combines Namwon’s gastronomic resources and content, creating synergy among the regional agriculture, tourism, and content industries, going beyond a simple sales channel.

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