"Filled with Coffee Aroma"... Jeonbuk Gunsan 'Maxim Alley' Opens

The Entire Alley Street of Wolmyeong-dong Decorated with Maxim Theme
Operating Until the 17th of Next Month

Dongseo Foods is operating a pop-up store called 'Maxim Alley,' which decorates the entire street in Wolmyeong-dong, Gunsan-si, Jeonbuk, with a Maxim theme until the 17th of next month.

This is part of experiential marketing that allows consumers to feel the brand value in a unique space.

Actress Park Bo-young, the model for Maxim Mocha Gold, is taking a commemorative photo in front of the Dongseo Foods pop-up store "Maxim Golmok" opened in Gunsan, Jeonbuk.
[Photo by Dongseo Foods]

Maxim Alley consists of six specially themed spaces: ▲Maxim Mill ▲Maxim Fortune ▲Maxim Supermarket ▲Maxim Playground ▲Maxim Oriental Clinic ▲Maxim Real Estate. At Maxim Mill, visitors can discover their own preferred coffee beans and enjoy snacks that pair well with coffee. At Maxim Fortune, visitors can take commemorative photos at a mystical tarot room-themed photo zone along with Maxim TOP coffee.

Additionally, visitors can experience Maxim Supermarket, where they can enjoy limited menu items made with Maxim coffee mix and create cute shopping bag keyrings; Maxim Playground, an open space to drink coffee and take photos; Maxim Oriental Clinic, where filling out a coffee questionnaire allows visitors to enjoy the Maxim coffee that suits them; and Maxim Real Estate, where visitors can experience Maxim’s brand story and receive goods through a stamp event.

Previously, Dongseo Foods introduced brand experience spaces starting with 'Moka Dabang' in Jeju in 2015, followed by 'Moka Bookstore (2016)' in Seongsu-dong, Seoul, 'Moka Photo Studio (2017)' in Haeundae, Busan, 'Moka Post Office (2018)' in Jeonju, and 'Moka Radio (2019)' in Hapjeong-dong, Seoul. The total number of visitors to these pop-up stores has reached approximately 360,000.

Lee Jae-ik, Marketing Manager at Dongseo Foods, said, "We are conducting various concept pop-up stores to share Maxim’s unique brand sentiment of 'the leisure and happiness that a cup of coffee brings' with more customers."