RueRang Opens First Offline Store 'Neukkim' at Carrefour France

Exterior view of the K-Food offline store 'Neukkim' presented by Rue Rang at Carrefour Nice Langostier.

[Asia Economy Reporter Donghyun Choi] K-food startup Lou et Lang announced on the 7th that it has officially opened its first offline store in France, 'NUKIM'.

This project was realized through collaboration with Carrefour, the largest distribution company in France. NUKIM is located in Carrefour Nice Lingosti?re, which ranks in the top 10 nationwide in sales in France.

NUKIM was planned as a concept store where visitors can directly experience Korean food and culture. The interior of the store is composed of various spaces such as Korean grocery, Korean street food, and a photo booth. The Korean grocery section features a product MD composed of selected brands and products. The Korean street food section offers Dakgangjeong (sweet crispy fried chicken), toast, hot dogs, and bingsu (shaved ice dessert). The photo booth, where visitors can experience Korean street culture, adds potential as a cultural space.

Dojin Choi, CEO of Showmakers and the early director of Gentle Monster, participated in the store interior design. Seating inspired by Korea’s 'pyeongsang' culture and tables reinterpreted from soban (small traditional tables) were arranged to reflect various elements that allow customers to enjoy the atmosphere of Korean streets. Additionally, a media wall, reconstructed from Korean street light signs, plays Korean food 'mukbang' (eating broadcast) video content. The display stand placed in the center of the store is a reconfigurable structure that can be rearranged as needed, bringing a fresh and flexible element.

At the NUKIM store, the target customers for K-food will be specifically defined through analysis of visitor characteristics, behaviors, and sales data, and products tailored to customers will be continuously developed and supplied. Based on this, the product MD composition will be updated every three months, and high-selling products will be listed on Carrefour and distributed nationwide across France.

Jik Kim, CEO of Lou et Lang, said, “The opening of the NUKIM store is the first offline space that realizes Lou et Lang’s mission to deliver the coolest Korean experience even to grandmothers in rural areas worldwide.” He added, “Starting with this store, Lou et Lang plans to open a total of 10 additional NUKIM stores in the southern region of France to further promote our food and culture.”