Coca-Cola is expanding its collaboration with local merchants in the Shinheung Market area to the Haebangchon neighborhood.
The company announced on September 10 that it will officially partner with the '2026 HBC Haebang Week' (HBC HAEBANGWEEK), taking place from September 10 to 13 in Haebangchon.
HBC Haebang Week is a community-driven festival organized by the Haebangchon Merchants Association and managed by the local planning group 'Pungnyuhoe.' Last year, the festival featured a music performance called 'Block Party,' a flea market named 'Haebangjang,' and community runs, with the addition of the Itaewon Film Festival this year.
Many of the programs will be organized by local merchants, residents, and artists. A neighborhood bookstore will serve as a venue for film screenings, and local artists will participate in an art market. The opening event will also include a celebration for local seniors.
Coca-Cola's involvement is a continuation of its 'Coca-Cola X Shinheung Market' project, which began last year. After renovating alleys and shops with Shinheung Market merchants, the company has launched an exhibition titled 'Shinheung Market People with Coca-Cola' that showcases the stories of market vendors, which began on September 1. This year, the collaboration has expanded from Shinheung Market to include Haebangchon.
During the festival, over 30 restaurants in Haebangchon will offer 'Haebang Menu' items that pair their signature dishes with Coca-Cola. The film festival at the bookstore 'Pulmuji' and the rooftop art market will also feature Coca-Cola.
On September 13, a free street performance called 'Coca-Cola Stage' will take place on Shinheung Road, featuring acts from Windy City, Jay Tong, and Yangbandul. The community run on Namsan Sowol-gil will include Powerade.
Additionally, a mural project with local artists will be conducted. A large mural created in collaboration with French artist Léon Moh-Cah, who has depicted Haebangchon in his work, will be painted on the exterior wall of a building near Shinheung Road. This mural will serve as a photo spot during the festival and will remain in place afterward.
Details about the festival's programs and schedule can be found on the HBC Haebangchon social media channels.
Oh Jun-seok, president of the Haebangchon Merchants Association, stated, "Haebang Week is a festival created by the people who live, work, and engage in activities in Haebangchon. It is significant that the connection that started in Shinheung Market extends to more shops and people in Haebangchon."
A Coca-Cola representative remarked, "Local shops and merchants have been important partners in connecting Coca-Cola with consumers for a long time. We will continue to build relationships and collaborate with local partners in the future."
* This article has been translated by AI.
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