OB Beer Hanmac Operates Popup Store 'Smooth House'

Plans to Expand Starting from Four Locations: Seoul, Incheon, Gwangju, and Busan

OB Beer announced on the 7th that it will operate a pop-up store called ‘Smooth House’ in four major cities nationwide, where consumers can experience the charm of Hanmac’s signature smooth foam.

Hanmac recently enhanced the foam’s durability and smooth throat feel through an upgrade in March, and has recently selected singer and actress Suzy as its model, conducting various campaign activities to promote Hanmac’s ‘fantastic foam.’

‘Smooth House’ is a special space created to allow more consumers to directly experience Hanmac’s ‘fantastic foam’ that delivers ‘the smooth taste from the first sip to the last.’ Collaborating with popular establishments in major cities nationwide, it offers Hanmac’s ‘Double Smooth Draft’ draft beer at the highest quality and presents various consumer events. The newly opened Smooth House locations are ▲ ‘Simyasikdang Momo’ in Gangnam-gu, Seoul ▲ ‘Shinju’ in Yeonsu-gu, Incheon ▲ ‘Mulgyul’ in Dong-gu, Gwangju ▲ ‘Yoseomura’ in Busanjin-gu, Busan. Hanmac plans to open an additional pop-up store in Seoul by mid-September and expand the Smooth House operations.

To provide Hanmac draft beer at the highest quality to consumers visiting Smooth House, Hanmac conducted pre-training for owners and staff to enhance professionalism. At the Smooth House stores, a trained ‘Smooth Master’ serves Hanmac draft beer with a smooth flavor poured using Hanmac’s exclusive ritual, the ‘Smooth Head Ritual,’ into a dedicated glass. Special Hanmac set menus featuring each establishment’s signature dishes that pair well with Hanmac are also available.

Various events for consumers have also been prepared. At the ‘Hanmac Draft Beer Tap Table’ located inside the Smooth House stores, consumers can try the ‘Hanmac Foam Crazy Challenge,’ where they pour draft beer with a fluffy foam using the ‘Smooth Head Ritual’ themselves. Additionally, the ‘Smooth Stamp’ promotion encourages repeat visits among consumers across different establishments.

An OB Beer Hanmac brand manager said, “Hanmac Smooth House is a special space prepared so that more consumers can directly experience and enjoy the smooth charm of Hanmac,” adding, “Hanmac will actively expand various marketing activities through the Fantastic Foam campaign and increase consumer touchpoints going forward.”