"Lotte Mart to Host 'Marble Nine' Pop-up Featuring Dongmyo Wine and Cheongdam Hanwoo Omakase"

Lotte Mart Launches High-End Hanwoo Brand 'Marble Nine'
Pop-Up Restaurant Opens in July at 'Cheongdam Uwol'
Hanwoo MD Selects 1++ Grade BMS 9 'Marble Nine'
14 Omakase Menu Items Including Truffle Burger

Marvel Nine × Uwol, 14 Types of Korean Beef Omakase Menu.

[Asia Economy Reporter Yuri Kim] Lotte Mart's new high-end Korean beef brand 'Marble Nine' makes its debut with a 'Korean Beef Omakase'.

Lotte Mart announced on the 29th that it will operate a limited-time popup throughout July at 'Uwol', a premium Korean beef omakase restaurant in Cheongdam-dong, Gangnam-gu, Seoul, ahead of the official launch of Marble Nine in August.

Marble Nine is Lotte Mart's high-end Korean beef brand that deals exclusively with 1++ (Two Plus) grade Korean beef with the rarest BMS (Beef Marbling Score) number 9 grade, which corresponds to the highest marbling level. Until now, the highest grade premium Korean beef, which could only be enjoyed at upscale restaurants in Cheongdam-dong or Hannam-dong, will now be available at large supermarkets.

This popup event is the second activity of the 'GwanSimGeupGu Project', which successfully launched a wine bar popup in Dongmyo-ap, Jongno-gu, in April to commemorate Lotte's third signature wine release. The 'GwanSimGeupGu Project', led by MZ generation (Millennials + Generation Z) employees, aims to actively convey Lotte Mart's young and refreshed image through new and fun activities, engaging the 20s and 30s generation with unique customer experiences. In fact, the wine bar showcased in Dongmyo-ap set records for full occupancy every day and contributed to building a new image for Lotte Mart. To ensure the successful launch of Marble Nine, this time the idea was to present an omakase that excites the 20s and 30s generation in Cheongdam-dong.

At the 'Marble Nine × Uwol' popup, Lotte Mart's Korean beef specialist MD participates daily in direct Korean beef auctions to provide carefully selected top-quality 1++ grade BMS 9 Korean beef Marble Nine as omakase. During the popup period, two additional items will be added to the existing 12-menu lineup: the 'Neukgansal' cut and a special pairing menu, the 'Squid Ink Truffle Mini Burger', making a total of 14 items. Additionally, with planterior by a florist from Shilla Hotel, Lotte Mart expects the venue to satisfy both visual and gustatory senses simultaneously.

To enjoy the gourmet experience at Cheongdam Uwol at home, a takeout-only menu called the 'Marble Nine × Uwol Homekase' kit will be sold in a limited quantity of 10 per day. It contains four Korean beef cuts and seasonings exactly as presented at Uwol. A guidebook, condensing the chef's experience for the best taste, is also provided. Packaged in a drawer-style box, it offers the fun of taking out each cut in course order.

Im Hoseok, head of Lotte Mart's PR and Marketing Team, said, "Choosing Cheongdam-dong, known as a sanctuary of gourmet food, as the brand's pre-launch location shows our confidence in the taste and quality of 'Marble Nine'." He added, "We ask for much interest in the second activity of the 'GwanSimGeupGu Project', which was planned to deliver Lotte Mart's value of 'Renew Everything Anew' in a fresher and more fun way."