Crunky Heads to Daechi-dong Academy District... Lotte Wellfood Opens Unique Pop-Up Store

Crunky Stress-Busting Academy
Strengthening Communication With Teenage Student Consumers
Brand Model Lee Suji Transforms Into a "Star Instructor"

Lotte Wellfood's chocolate brand Crunky is opening a pop-up store in the Daechi-dong private education district in Seoul.

Lotte Wellfood announced on the 24th that it will operate the "Crunky Stress-Busting Academy" pop-up store in Daechi-dong, Gangnam-gu, Seoul, until March 9. The initiative is a marketing campaign aimed at expanding contact points with teenage consumers.

Exterior of Lotte Wellfood Crunky pop-up store. Provided by Lotte Wellfood.

This pop-up has been designed around the sub-character concept of comedian Lee Suji, who was recently selected as a model for the Crunky brand. Targeting students suffering from academic stress, it adopts the concept of a "Stress-Busting Academy."

The space consists of two floors. The experiential program is divided into three class periods. The "Smash Class" is designed to relieve stress through action activities such as slamming and punching, while the "Shouting Class" offers an experience where visitors can shout above a certain decibel level inside a soundproof booth. The "One-Shot Class" is a newspaper-themed photo booth where visitors can take photos after completing the experience.

Visitors who participate in at least two of the three experiences will be entered into a drawing to receive items such as "Crunky Original" and the new "Crunky Devil." In addition, the pop-up will feature stress-diagnosis content and a goods zone.

Crunky, launched in 1984, has expanded its lineup to include chocolate bars, Double Crunch Bars, and ball- and mini-type products. Most recently, Lotte Wellfood further diversified the range by introducing three products in the "Crunky Devil" series.

A Lotte Wellfood official said, "This is a unique pop-up store where you can experience the 'stress-busting' message that Crunky delivers through a variety of activities," adding, "Learning the stress-crunching formula together with star instructor Lee Suji's sub-characters will make the experience even more enjoyable."