Lotte Wellfood's popular ice cream brand, Dwaeji Bar, is expanding its universe through a temporary pop-up store.
The company announced on June 7 that it will operate the 'Dwaeji Bar Bakery since 1983' pop-up store near Sharosu-gil in the Bongcheon-dong area of Seoul until June 21. This pop-up is themed around the recently launched 'Dwaeji Bar Bread,' bringing the unique concept of an ice cream brand opening a bakery to life in an offline setting.
Celebrating its 43rd anniversary this year, Dwaeji Bar aims to provide a brand experience that resonates across generations by incorporating a 'newtro' (new retro) sentiment into the pop-up. The entire space is infused with the world of the brand's character, Dwaejangnim, effectively conveying the history of Dwaeji Bar and the story behind the development of Dwaeji Bar Bread.
Various interactive experiences are available for consumers. Visitors can participate in a 'Custom Dwaeji Bar Bread' event, where they draw toppings from a machine and receive those toppings along with the Dwaeji Bar Bread. Additionally, they can engage in a decorating experience using chocolate pens on the surface of monaka snacks, allowing them to join the ongoing 'Dwaeji Bar Bread Decorating Contest' on social media.
This event is seen as a continuation of Lotte Wellfood's recent focus on experiential pop-up marketing. The company has been expanding its outreach to younger consumers with recent pop-ups such as the 'Crunchy Stress Relief Academy' in Daechi-dong and the 'Xylitol Pop-Up Store' in Seongsu-dong.
A Lotte Wellfood representative stated, "We planned this pop-up store to present the beloved Dwaeji Bar in a fresh and fun way to younger generations. We will continue to offer marketing that allows people to discover unique joys within familiar experiences."
* This article has been translated by AI.
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