Lee Gyu-lee is a business writer at The Korea Times, focusing primarily on IT & telecommunications, the Ministry of Trade, Industry and Energy and KOTRA. Prior to this, she has covered a wide range of cultural news, from film, television and K-pop to lifestyle and fashion.
Dongsuh Foods' pop-up brings tradition, modernity to Gyeongju
Figure skating champion Kim Yuna, a model for the Maxim instant coffee brand, poses at Dongsuh Foods' latest pop-up store, Maxim Gaok, in Gyeongju, North Gyeongsang Province, in this undated handout photo. Courtesy of Dongsuh Foods
By Lee Gyu-lee
Dongsuh Foods is offering a unique brand experience with a new pop-up store at a hanok, reinterpreting the traditional Korean house with a touch of modernity to turn it into a space where the past and present coexist.
Since opening its first pop-up store in 2015, the instant coffee giant has drawn consumers’ attention with a succession of pop-ups. This time, it has turned to distinctly Korean elements to deliver a warm welcome to its customers.
The latest pop-up store, Maxim Gaok, is nestled in the historic city of Gyeongju, North Gyeongsang Province, under the themes of happiness and hospitality.
Maxim Gaok, which opened on Aug. 28, will operate until Friday. Under the catchphrase "Come on in happiness," the tranquil hanok harmonizes traditional sentiment with modern sensibility. Visitors can enjoy Maxim coffee and various activities through different spaces with the hanok, each decorated with a special concept, to experience a Korean-style welcome.
"We are conducting pop-up stores with various concepts to share Maxim's unique brand sentiment of the leisure and happiness that a cup of coffee offers with more customers,” an official from the company said.
“We hope you enjoy a happy moment in your daily life with Maxim coffee in the courtyard of Maxim Gaok."
Upon passing through the entrance gate, visitors are welcomed with an introductory booklet for Maxim Gaok and a tasting cup at the information desk. At the tasting space, special menu items made with Maxim instant coffee mixes are offered, including pumpkin latte, cinnamon latte and mugwort latte.
Visitors can also take part in various events at the space, such as the coffee tasting challenge, where guests guess Maxim products, and grinding experience with a traditional maetdol, or grinding stone.
In the experience zone, visitors can create their own goods, such as mug cups, keychains, traditional fans and personalized bookmarks. There are also enjoyable activities for a self-photo shoot with modern-style hanbok, or traditional clothing, and yutnori, a traditional Korean board game, using pieces shaped in coffee mix sticks, as well as various mini-games to win Maxim coffee products.
At Maxim hall, visitors can explore the history of not only the company’s coffee brand, but also Korea’s coffee history at a glance, along with a shop with various merchandise and special Maxim Gaok packages.
A poster for the pop-up store Maxim Gaok / Courtesy of Dongsuh Foods
Dongsuh Foods has been launching pop-up stores with distinct concepts in various regions to communicate more closely with its consumers, since launching a retro-style pop-up in Jeju in 2015.
The company has received a great response for its various spaces to experience the Maxim brand, including a bookstore-themed one in Seoul's Seongsu area, a photo studio-themed one in Haeundae District in Busan and a post office-themed one in Jeonju, North Jeolla Province. Its six pop-up stores have attracted a total of over 480,000 visitors.
Especially, the recent pop-up store, Maxim Golmok, which ran last October in Gunsan, North Jeolla Province, garnered huge attention, attracting about 120,000 visitors in a month.
The pop-up store used up an entire alley, including five local shops, to transform the whole area into a space to experience the Maxim brand. The post office-themed pop-up store in Jeonju’s Hanok Village in 2018 also received positive feedback, with a space for people to enjoy a cup of coffee while writing and sending handwritten letters to loved ones.
Another pop-up, Mocha Radio in Hapjeong-dong, Seoul, featured the unique concept of a radio station where visitors could request songs and share stories with an in-store DJ, attracting over 110,000 visitors during its two-month run.