Seven Eleven Hosts Highball DJing Party at the '2023 Yangyang Surfing Festa' Festival

Convenience store 7-Eleven announced on the 16th that it will hold a highball DJing party called ‘7-Eleven 2023 Yangyang Surfing Festa.’ The event links the highball, which is gaining attention among the 2030 generation, with the sport of surfing and will be held in Yangyang, a famous surfing spot.

7-Eleven has consecutively launched RTD canned highballs this year in response to the rising popularity of whiskey and the spread of alcoholic beverage mixology trends. Starting with the release of ‘Aged Highball’ in February, a total of 13 types of canned highballs, including ‘Salty Good Highball,’ ‘Malt Whiskey Highball,’ and ‘Scotch Whiskey Highball,’ were introduced in the first half of the year. Highball sales increased about sevenfold compared to February, the first month of release.

The 7-Eleven 2023 Yangyang Surfing Festa will take place over three days from the 18th to the 20th at Jukdo Beach in Yangyang. 7-Eleven will set up event booths and various convenience facilities, sell a variety of highballs and beers, and operate various surfing-related programs.

Throughout the three days, surfing board customization, henna, and tattoo painting experience programs will be held continuously. Additionally, on the first and second days, surfing lessons and DJing parties will be held from the afternoon, and cocktail shows and highball tower shows are prepared for the evening. On the third day, a beach volleyball tournament will be held through prior participant recruitment, and an awards ceremony will be held on-site immediately after the tournament ends.

Last month, 7-Eleven conducted a large-scale event titled ‘Let’s Go, Summer to Yangyang Surfing Festa’ to promote this festival in advance. During the event period, customers who purchased nine types of highball products were provided with prizes to enjoy the ‘7-Eleven 2023 Yangyang Surfing Festa.’ The first prize was a two-person accommodation voucher at Sol Beach Yangyang Resort (1 winner), the second prize was a two-person accommodation voucher at E7 Yangyang Jukdo Hotel (3 winners), and a total of about 1,000 prizes were individually delivered to the winners.

Nam Geon-woo, Senior MD of the Beverage and Alcohol Team at 7-Eleven, said, “Since highball has rapidly emerged as the most preferred alcoholic beverage among the MZ generation, we chose Yangyang, where many people in their 20s and 30s gather in summer, as the festival location. As the nature of summer festivals, which used to be centered around beer, has changed to highball festivals, the popularity of highball is expected to continue for some time amid the changing alcohol trends.”