"Happiness, Come This Way"... 'Maxim House' Opens in the Ancient City of a Thousand Years

Dongseo Foods' experiential pop-up store, which combines local culture with its brand, is drawing attention. Since launching its first brand experience pop-up store, 'Mocha Dabang,' in 2015, Dongseo Foods opened the 'Maxim House' pop-up store this year in Gyeongju, a city with a thousand-year history, under the themes of 'happiness' and 'hospitality.'

Maxim Mocha Gold model Park Boyoung is introducing the product at the Maxim House pop-up store.
[Photo by Dongseo Food]

'Maxim House' will operate until the 26th. With the slogan 'Happiness, Come This Way,' this pop-up store features a traditional hanok space infused with a modern sensibility. Visitors enter through the 'Hwandaemun' (Welcome Gate), receive a booklet and a tasting cup at the information desk 'Eoseooso,' and can enjoy signature menus and unique brewed coffee made with Maxim coffee mix at the tasting area 'Matitdang.' Interactive programs such as a mini millstone experience and the Gabae Gimisanggung event are also available.

At the experience zone 'Haengbokhadang,' visitors can participate in various DIY activities such as making mug cup keyrings, folk painting fans, and bookmarks, and can also enjoy a snap photo service while wearing traditional Korean clothing. Outdoors at 'Gabaetteul,' visitors can play traditional Yutnori and mini-games using coffee mix sticks, while 'Maximidang' hosts a brand history exhibition and offers special packages and merchandise for sale.

Since 2015, Dongseo Foods has operated six pop-up stores: 'Mocha Dabang' in Jeju, 'Mocha Bookstore' in Seongsu-dong, Seoul (2016), 'Mocha Photo Studio' in Haeundae, Busan (2017), 'Mocha Post Office' in Jeonju (2018), 'Mocha Radio' in Hapjeong-dong, Seoul (2019), and 'Maxim Alley' in Gunsan (2024). The total number of visitors so far has reached 480,000.

In particular, 'Maxim Alley,' which Dongseo Foods operated for one month from October 17 to November 17 last year in Dalbit Village, Wolmyeong-dong, Gunsan, North Jeolla Province, attracted about 120,000 visitors and received high praise. 'Maxim Alley' adopted 'alley' as its main concept, transforming the entire alley, including five local shops, into a Maxim brand experience space.

'Mocha Post Office,' held in Jeonju Hanok Village in 2018, also received attention as a space where visitors could enjoy a cup of coffee and send handwritten letters to loved ones. 'Mocha Radio,' opened in Hapjeong-dong, Seoul, featured a unique concept where visitors could request stories and music from the pop-up store DJ, just like a real radio station, attracting more than 110,000 visitors over its two-month run.

Lee Jaeik, Marketing Manager at Dongseo Foods, said, "We are running pop-up stores with various concepts to share Maxim’s unique brand sentiment of 'relaxation and happiness from a cup of coffee' with more customers," adding, "We hope visitors will enjoy happy moments in their everyday lives with Maxim coffee in the front yard of Maxim House."

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