Domestic pharmaceutical companies are rapidly expanding their consumer engagement through pop-up stores. Moving away from traditional distribution channels centered on hospitals and pharmacies, they are attempting to communicate directly with the MZ generation by emphasizing brand experiences. This trend is particularly evident as the range of consumer goods, including health supplements and dermacosmetics, expands, prompting pharmaceutical firms to actively utilize offline experiential spaces.
According to industry sources, major pharmaceutical companies are opening pop-up stores in department stores, shopping malls, and health and beauty stores to enhance brand awareness and attract new customers. These spaces are evolving from simple product sales to 'brand spaces' that combine experience and messaging.
Dongkuk Pharmaceutical is currently operating the 'DK Life Store,' a hybrid pop-up that showcases health foods and healthcare products in major department stores nationwide. This space features both the Centellian24 dermacosmetic line and health supplements, emphasizing a 'total healthcare brand' image. The setup allows visitors to experience products and receive consultations, aiming to attract younger consumers accustomed to online shopping.
Recently, the company opened its first global showroom for the Centellian24 brand, actively engaging in offline marketing aimed at foreign customers. The showroom, located at its headquarters in Cheongdam-dong, Gangnam, Seoul, is designed to effectively showcase Dongkuk Pharmaceutical's K-beauty competitiveness to overseas buyers and global influencers.
Similarly, Daewoong Pharmaceutical is focusing on delivering brand messages through experiential pop-ups. Its recent 'Rejuvenate Me Now' pop-up store at the IFC Mall in Yeouido, Seoul, went beyond simple product promotion to highlight the concept of 'self-recovery.' The space was designed to encourage interaction and participation, increasing visitor dwell time. Industry evaluations suggest that this approach effectively enhances brand loyalty.
Earlier, Daewon Pharmaceutical received positive feedback for its pop-up store featuring liquid health supplements like 'Honey Sleep Shot' at the Olive Young store in Daegu last April. By choosing offline channels frequented by the MZ generation, the company aimed to enhance brand awareness and provide product experience opportunities, moving away from traditional pharmacy-centered sales.
A company representative stated, "As more people report issues like sleep deprivation, excessive stress, and respiratory discomfort during seasonal changes, we created accessible offline spaces for consumers to verify and experience our products directly."
The pharmaceutical industry's focus on pop-up stores is driven by changes in business portfolios. As companies expand from prescription drugs to over-the-counter medications, health supplements, and cosmetics, the importance of 'brand experience' has grown. This strategy allows consumers to directly experience product efficacy and usage, which is difficult to convey through online marketing alone.
Another reason for this trend is the desire to connect with the MZ generation, who place significant value on product ingredients, functionality, brand stories, and experiences. Pop-up stores are seen as effective tools for delivering concentrated brand messages in a short period and encouraging social media dissemination. Some pop-ups have even become popular spots for 'selfie' opportunities, generating organic viral marketing effects.
A pharmaceutical industry representative noted, "As pharmaceutical companies evolve from being solely medicine manufacturers to lifestyle brands emphasizing cosmetics and beauty, pop-up stores play a crucial role in connecting with consumers. As the proportion of beauty and health supplement products increases, changes in management strategies, marketing directions, and workforce operations are expected among pharmaceutical companies."
* This article has been translated by AI.
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