BYD to Open 'Dream Bakery' Popup Store in Seongsu-dong, Seoul Targeting Millennials & Gen Z

Popup Featuring Electric Vehicles and Bakery Concept Runs May 1-10
Full BYD Lineup Including ATTO 3 on Display with Test Drive Opportunities
Cheonhajeppang Bakery Treats and Premium Appliance Giveaways for Visitors

BYD Korea will open a popup store in Seongsu-dong, Seoul, targeting Millennials & Gen Z in their 20s and 30s.

'BYD Dream Bakery' popup official image. BYD Korea

On April 30, BYD Korea announced that it will host the ‘BYD Dream Bakery’ popup store at ‘Stage X Seongsu Chabot’ in Seongsu-dong, Seoul, for ten days from May 1 to May 10.

This popup store is designed to allow the trend-sensitive 2030 generation to experience the BYD brand in a more friendly and stylish way in Seongsu-dong, a popular hotspot among young people. By combining the warm and familiar concept of a ‘bakery’ with BYD’s innovative electric vehicle technology, the space will go beyond a typical car exhibition to become a comprehensive experience where visitors can naturally engage with and enjoy the brand’s values.

At the popup, visitors can see BYD Korea’s entire lineup of electric vehicles introduced in Korea. The models on display will include the small electric SUV ATTO 3, the sporty midsize electric sedan SEAL, the midsize electric SUV SEALION 7, and the compact electric hatchback DOLPHIN—all showcasing BYD’s outstanding product quality. In addition to viewing the vehicles, visitors can also apply for and participate in test drives on site.

A variety of customer engagement events will also take place. Customers who follow BYD’s official social media channels will be offered scones made by Chef Kyungmu Lee, a TOP 7 finalist from the baking survival show ‘Cheonhajeppang,’ on a first-come, first-served basis every day at 1 p.m. and 3 p.m. Customers participating in vehicle test drives or consultations will receive either a castella or madeleine prepared by Master Baker Seokwon Lee, a judge from ‘Cheonhajeppang.’ For visitors who complete the on-site stamp mission, a lucky draw will be held for premium prizes such as a hair dryer, wireless earbuds, and a coffee machine. The draw will take place at 6 p.m. on weekends and public holidays during the popup period, except on the last day of the event. Additional activities include BYD cookie giveaways, a photo booth, and a social media photo sharing event.

A BYD Korea representative stated, “This popup was designed to make the appeal of BYD’s electric vehicle lineup more approachable through the current bakery trend. Through differentiated activities tailored to Millennials & Gen Z, we aim to enhance brand favorability and expand our mainstream recognition.”

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