ASEAN-Korea Centre opens pop-up store to promote Southeast Asian food

By Kim Joo-heon Posted : June 14, 2024, 17:22 Updated : June 14, 2024, 17:27
Poster for ASEAN Flavor Town Courtesy of the ASEAN-Korea Centre

SEOUL, June 14 (AJU PRESS) - The ASEAN-Korea Centre on Friday launched a pop-up store event in Seoul to promote Southeast Asian food to Koreans.

The event, titled ASEAN Flavor Town, opened at Lotte Department Store in the city center and will run until next Thursday.

ASEAN stands for the Association of Southeast Asian Nations, which includes Brunei, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Thailand, Singapore and Viet Nam.

The fair features fruits, sauces, snacks, drinks and various food products from the region, whether already familiar or newly introduced to Koreans. Visitors can purchase products at discounted prices and receive souvenirs based on their purchase amounts.

The event is jointly organized by the inter-governmental body and the nation’s leading department store chain.

"This pop-up store aims to introduce various ASEAN products to the Korean public and raise their awareness by extending the previously B2B (business-to-business)-focused event to the public," said Kim Jae-shin, chief of the ASEAN-Korea Centre.

The Seoul-based organization is dedicated to promoting exchanges between Korea and the 10 ASEAN members.

"We hope this event will serve as an excellent opportunity to further enhance trade between ASEAN and Korea," he added.

The center plans to hold this year's annual ASEAN Trade Fair at COEX in southern Seoul from August 8 to 11, inviting promising ASEAN food and beverage companies and facilitating business deals between them and Korean buyers.

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