Lotte Chilsung's Baekhwaseubok to Host "Fish Cake Pocha Pop-up" in Busan

Baekhwaseubok, First Introduced in 1945, 13% ABV
"Baekhwaseubok One Cup" Doubles Sales Year-on-Year

Lotte Chilsung Beverage announced on January 15 that it will host the "Baekhwaseubok Fish Cake Pocha Pop-up" event at Samjin Pocha, located on the Gwangalli Cafe Street in Busan, for ten days from January 16 to January 25, featuring its Cheongju brand Baekhwaseubok.

The company explained, "The 'Baekhwaseubok Fish Cake Pocha Pop-up,' themed as a 'Pocha for Drinking Good Fortune,' was planned to celebrate the New Year and convey the warmth and romance of winter by pairing Baekhwaseubok, which is perfect for the season, with Samjin Eomuk fish cakes."

Baekhwaseubok Fish Cake Pocha. Provided by Lotte Chilsung Beverage.

First introduced in 1945, Baekhwaseubok is a Cheongju product with an alcohol content of 13%. It is made by polishing 30% of the outer layer of 100% domestically grown rice, then using a low-temperature fermentation and aging process to create the signature smooth and clean taste unique to Cheongju.

In particular, the 180ml "Baekhwaseubok One Cup" recorded approximately double the sales compared to the previous year, thanks to various consumer promotions last year, including collaboration events with Samjin Pocha and the camping cookware brand 800dosi.

Now in its fourth season, Samjin Pocha is a rooftop pop-up pocha operated by Samjin Eomuk on a seasonal basis in Gwangalli, Busan, since June 2024. With an entrance fee of 19,900 won per adult, guests can enjoy both food and alcoholic beverages, making it popular among Busan residents and tourists alike.

Baekhwaseubok will operate a dedicated fish cake pocha within Samjin Pocha, offering visitors a space to experience both Baekhwaseubok and Samjin Eomuk together, and plans to give away hand warmer merchandise shaped like a lucky pouch.