June 5 to 23 for 19 days
Featuring an attraction zone with escape missions
Nongshim announced on the 30th that it will operate the ‘Saewookkang Adventure in Goraeseom’ popup store in Seongsu-dong, Seoul, from the 5th to the 23rd of next month.
The highlight for visitors is completing step-by-step missions to escape from ‘Goraeseom’. Through this Saewookkang popup store, Nongshim plans to actively promote the charm of Saewookkang, which has been loved by the entire nation for over half a century since its launch in 1971 and has maintained its position as the number one snack, targeting Generation Z, the core users of the popup store.
A Nongshim official said, “So far, Saewookkang has created a cheering atmosphere at international sports events with phrases like ‘16kkang’ using the keyword ‘kkang,’ conveying a message of courageously overcoming difficulties. This popup store is themed around challenging and achieving missions with Saewookkang as the subject, designed to support the challenges of the younger generation moving toward the future.”
The Nongshim Saewookkang popup store is divided into the ‘Attraction Zone,’ where visitors complete escape missions along the route, and the ‘Brand Zone,’ where they can enjoy and experience Saewookkang in various ways.
The Attraction Zone consists of a total of four missions. According to the ‘Goraeseom’ worldview prepared by Nongshim for this Saewookkang popup store, visitors escape the island by passing through a sea cave, seaweed forest, stepping stones shown on a secret map, and then by hot air balloon. Completing all the given missions grants three content participation tickets usable in the next route, the Brand Zone.
The Brand Zone includes the Heritage Zone, which introduces the 53-year history and product features of Saewookkang; the Photo Zone, where visitors can freely create various messages using the keyword ‘kkang’; and the Goods Zone, which offers various keyrings, stationery, and stickers. Especially in the Tasting Zone, visitors can try three unique Saewookkang flavors available only at the popup store and take on the ‘Wonkkang Challenge’ featuring the extreme spicy Saewookkang, showcasing new tastes of Saewookkang.
In addition to the popup store, Nongshim plans to operate a ‘Saewookkang Limited Edition Package’ for about two months starting next month. Using the keyword ‘kkang,’ the June edition contains 10 messages supporting the daily lives of all citizens, and the July edition includes 8 messages cheering for the Republic of Korea.
A Nongshim official said, “Recently, marketing that allows consumers to directly experience the brand, such as popup stores, has become more important than just brand recognition through advertisements. Through this Saewookkang popup store and cheering packages, we plan to widely promote the charm of Saewookkang, which has established itself as Korea’s representative snack for over half a century, to various generations.”
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