Over 57,000 Visitors in 14 Days at Lotte Department Store Gwangbok in Busan
Strong Response from Gen Z and Women
Success with Interactive Content and Local Brand Collaboration
Metropolitan Pop-Up Planned in October,
Linked to the Makguksu and Dakgalbi Festival
The connection between Chuncheon potatoes and Gen Z sensibilities resonated strongly in Busan.
The Chuncheon Potato Pop-up Store held on the 7th at Busan Lotte Department Store. Provided by Chuncheon City
According to Chuncheon City (Mayor Yuk Donghan) on August 30, a total of 57,830 people visited the "Chuncheon Tourism Promotion Pop-Up Store: Chuncheon Potato Tour" held at the Gwangbok branch of Lotte Department Store in Busan from July 25 to August 7, drawing an enthusiastic response.
This pop-up store was Chuncheon City's first large-scale promotional venue, using the familiar keyword "potato" as a theme and character, and combining it with interactive content to spark the curiosity of citizens in Busan and Gyeongnam.
The event successfully attracted the attention of young consumers as intended. According to a survey, 69.3% of pop-up store visitors were women, and more than 53% were Millennials & Gen Z in their 20s to 40s. Notably, more than half of respondents (54.3%) had never visited Chuncheon before, indicating the potential to generate new tourism demand.
The city analyzed that participatory programs such as a stamp tour, potato planting game, and wish-potato hanging, along with the "Fortune" character emotionally conveying Chuncheon's tourism image, contributed to the event's success.
In addition, Chuncheon's representative local brands-Gamja Yeondaegi (Potato Field, Potato Island, Dr. Village Gomchwi Hotdog, and Potato Bridge)-promoted major tourist attractions and city initiatives through various events and experiences, and offered tourism souvenirs through a lucky draw. As a result, 15,465 people participated in the weekend events alone, creating a vibrant atmosphere on site. Merchandise and photo zones also led to the spontaneous spread of content on Instagram, blogs, and YouTube, raising awareness of the tourism brand.
One visitor to the pop-up store commented, "I've never seen a promotional center present potatoes in such a fun way. I definitely want to visit Chuncheon with my family."
Based on this success, the city plans to open another pop-up promotional center in the Seoul metropolitan area from October 15 to 19, continuing tourism marketing in connection with the Chuncheon Makguksu and Dakgalbi Festival.
A Chuncheon City official stated, "The Busan pop-up store was a successful example of promoting Chuncheon's tourism appeal in the Gyeongnam region. We will continue to expand Chuncheon's tourism image nationwide by operating emotional and participatory promotional centers."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
