HiteJinro Opens Adult Playground 'Dukkeop Sanghoe Gangnam'

Operated for 45 Days from January 20 to March 5
Strengthening Experiential Content with 'Eoreuni Playground' Concept

HiteJinro announced on the 18th that it will open a new premium flagship store, ‘Dukkeop Sanghoe Gangnam’.

Dukkeop Sanghoe Gangnam is a complex cultural space with enhanced experiential content under the concept of an ‘adult playground.’ It will be held for a total of 45 days from February 20 to March 5 near Gangnam Station (420 Gangnam-daero, Gangnam-gu, Seoul, Yeoksam Building). Since the first opening of Dukkeop Sanghoe in 2020, HiteJinro has toured 13 hot places nationwide including Busan, Incheon, and Gangneung. Dukkeop Sanghoe Gangnam is the first event in 1 year and 2 months since November 2021.

This time, Dukkeop Sanghoe Gangnam differentiated itself by strengthening active experiential content and various entertainment options as an ‘adult playground,’ moving beyond the previous ‘adult stationery store’ concept that focused on goods and photo experiences. Visitors can enjoy a golf putting game applying popular sports, a stress sandbag to blow away worries, retro games that evoke childhood memories including catching toads, as well as air hockey, foot bowling, basketball, and roulette.

HiteJinro’s strategy is to increase consumer satisfaction by providing a pleasant and fun space and diverse experiential content reflecting the needs of the younger generation. The exterior of Dukkeop Sanghoe is also decorated with the toad character on the front of the building, enhancing visibility and transforming it into a more impressive scale compared to last year.

In addition, various consumer events such as the ‘Dukkeop Ne Cut’ photo booth event, social media (SNS) events, weekend limited edition lucky box events, and issuance of So-Maek certificates will be held. There are also plans to conduct consumer events linked with the surrounding commercial district and food offerings.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, “We hope many people visit the adult playground ‘Dukkeop Sanghoe Gangnam’ to enjoy and experience the play directly,” adding, “As Korea’s leading comprehensive liquor company, we will continue to lead the market through various marketing activities.”