"Ssukcho Choco Pie" Pop-up Store Open at Hyundai Department Store Pangyo Branch Until September 19

Recently, due to the dessert craze, sales of dessert products have significantly increased in department store food halls.

In fact, sales in the bakery & dessert category have risen by more than 50% compared to the same period last year. In line with this dessert boom, popular dessert specialty stores are officially opening and holding successful pop-up events.

Until the 1st of this month, the famous choco pie brand ‘Ssuks Choco Pie’ opened a pop-up store on the B2 floor of Hyundai Department Store The Hyundai Seoul. Ssuks Choco Pie is a well-known bakery located in Gwangju Metropolitan City.

They sell Ssuk Choco Pie and Ssuks Scone made with Geomundo sea breeze mugwort, as well as various regional specialties such as Nonsan strawberries and Udo peanuts, sandwiched with rich fresh cream.

Ssuks Choco Pie gained popularity starting in Gwangju through word of mouth and has proven its popularity by opening a pop-up store at The Hyundai Seoul. In particular, there has been a so-called ‘open run’ line of customers queuing early in the morning to buy Ssuks Choco Pie.

Shim Bobaek, CEO of Ssuks Choco Pie, stated, “Since this is the first time refrigerated fresh choco pie is being tasted in Seoul, the first two days of the pop-up sold out late, but throughout the remaining pop-up period, many customers came right at the department store’s opening time, and all products were sold out two hours before closing due to its popularity.”

CEO Shim added, “We plan to introduce new menu items using Korea’s representative herb, mugwort, and local specialties in the second half of this year,” expressing her ambition, “We want to create a national representative K-food that can only be tasted in Korea, not desserts borrowed from foreign menus, and captivate not only Korea but also overseas markets.”

Meanwhile, Ssuks Choco Pie previously successfully completed pop-up stores at Hyundai Department Store Trade Center branch and The Hyundai Seoul. The pop-up store will continue at Hyundai Department Store Pangyo branch until the 19th.