"Maxim House" Pop-up Store and "Cup Goods" Offer a Fun Experience

Maxim Targets Younger Consumers
"Maxim House" and "Maxim Alley" Attract 180,000 Visitors

Dongsuh Foods recently launched the "Color of Maxim" special package under the concept "If Happiness Had a Color." The company introduced its flagship products-Maxim Mocha Gold, Maxim White Gold, and Maxim Supreme Gold-along with goods in their signature colors: yellow, ivory, and orange, respectively. The collection includes everyday items such as towels, slippers, chair covers, and cups, aiming to deliver the joy of experiencing Maxim in a new way through familiar daily necessities.

Color of Maxim MCTI Cup Image / Provided by Dongsuh Foods.

The "MCTI (Maxim Cup Type Indicator) Cup Goods," which categorize users based on how they use paper cups, are also gaining popularity among younger generations. The cups come in four types: the "Perfect Type," for those who never crumple their paper cup; the "Destructive Type," for people who habitually crush their cup right after drinking; the "Open Type," for those who slightly pull open the rim before drinking; and the "Anxious Type," for people who chew on the rim to relieve anxiety.

Dongsuh Foods has also consistently introduced pop-up stores where consumers can experience the Maxim brand firsthand. This year, in the ancient city of Gyeongju, the company presented "Maxim House," a tranquil hanok space that combined Korean hospitality with Maxim’s warm brand sensibility.

Visitors could enjoy a variety of programs, such as tasting special menus made with Maxim coffee mixes-including "Mocha Gold Cinnamon Latte" and "White Gold Mugwort Latte"-participating in the "Gabae Gimisanggung" event to guess Maxim products, and trying out mini mill grinding experiences. Over the course of about a month, "Maxim House" attracted approximately 69,000 visitors.

Last year, the company introduced "Maxim Alley," which reimagined an entire alley as a brand experience space and attracted 120,000 visitors in one month. Held in Dalbit Village, Wolmyeong-dong, Gunsan, North Jeolla Province, "Maxim Alley" transformed five local shops and the entire alley into spaces where visitors could experience Maxim products such as coffee mixes, soluble coffee, and coffee beans. As a result, visitors enjoyed a "stay-worthy experience" with Maxim.

This project recently won the "Good Advertisement Award" in the Out-of-Home (OOH) video category at the 33rd Good Advertisement Awards selected by consumers.

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