Jeon Hye-jin, the head of the Hotel and Restaurant Management Department at Hanyang Cyber University, has demonstrated global competitiveness in the field by winning the Best Paper Award at the Korean Hotel and Tourism Association's Spring International Academic Conference. Her paper, titled 'The Impact of Experience Marketing in Popup Stores on Brand Image and Purchase Intent,' addresses the growing trend of popup stores in the industry. Jeon is also the founder of the GGCIA (Global Culinary Culture Industry Executive Program), the first executive program for the culinary industry in South Korea, which is currently recruiting for its second cohort under the university's lifelong education program.
Popup Stores: Building Relationships Over Spectacle
Jeon explained, "I began this research in light of the trend where offline stores are being redefined as spaces that provide brand experiences and foster relationships, rather than just shopping venues." Her study arose from the observation that while popup stores are rapidly increasing in the industry, there is a lack of empirical research demonstrating their effectiveness.
She expressed curiosity about how these brief offline experiences influence consumer brand perception and purchasing behavior, leading her to investigate the effects of experience marketing in popup stores through empirical research.
The findings were somewhat surprising. Sensory elements such as decor, music, and scent did not significantly impact brand attitude formation as expected. Instead, cognitive factors, where consumers learn new information about the brand, and behavioral relationship factors, where they establish a special connection with the brand, were crucial in shaping brand image and attitudes.
Jeon emphasized, "This suggests that we should focus on designing experiences that effectively convey the brand's philosophy and values, rather than merely providing flashy and sensory experiences. For instance, when opening a popup restaurant, chefs should share their culinary philosophy and ingredient stories in a storytelling format, while dining brands can create a brand history zone in the popup space to allow customers to experience the brand more deeply."
She added, "It is time for popup stores to evolve from just 'Instagrammable' experiences to becoming venues that imprint brand identity."
Reflecting on her achievement in a topic that has not been thoroughly researched in academia, Jeon expressed her satisfaction. "Although popup stores have become a trend, their effectiveness was questioned. This research has empirically confirmed what kind of experiences can lead to changes in consumer brand attitudes, and I am pleased that our department's research is recognized for reflecting industry trends and providing practical insights," she said.
She expressed curiosity about how these brief offline experiences influence consumer brand perception and purchasing behavior, leading her to investigate the effects of experience marketing in popup stores through empirical research.
The findings were somewhat surprising. Sensory elements such as decor, music, and scent did not significantly impact brand attitude formation as expected. Instead, cognitive factors, where consumers learn new information about the brand, and behavioral relationship factors, where they establish a special connection with the brand, were crucial in shaping brand image and attitudes.
Jeon emphasized, "This suggests that we should focus on designing experiences that effectively convey the brand's philosophy and values, rather than merely providing flashy and sensory experiences. For instance, when opening a popup restaurant, chefs should share their culinary philosophy and ingredient stories in a storytelling format, while dining brands can create a brand history zone in the popup space to allow customers to experience the brand more deeply."
She added, "It is time for popup stores to evolve from just 'Instagrammable' experiences to becoming venues that imprint brand identity."
Reflecting on her achievement in a topic that has not been thoroughly researched in academia, Jeon expressed her satisfaction. "Although popup stores have become a trend, their effectiveness was questioned. This research has empirically confirmed what kind of experiences can lead to changes in consumer brand attitudes, and I am pleased that our department's research is recognized for reflecting industry trends and providing practical insights," she said.
Focus on Practical Skills in Department Education
As department head, Jeon stated that she emphasizes equipping students with practical skills and entrepreneurial spirit that the industry demands. She noted, "It is important to cultivate practical knowledge that can be immediately applied in the field, as well as the insight and execution skills to quickly catch new trends and connect them to business opportunities."
To achieve this, the department operates industry-linked programs such as expert lectures, graduation projects, and restaurant startups, significantly enhancing practical subjects like menu development, restaurant entrepreneurship, and brand strategy. Recently, they have also prepared a converged curriculum on 'restaurant startup, location, and branding' in collaboration with related departments such as real estate and marketing.
Jeon introduced her follow-up research, which includes studies comparing digital experience marketing using metaverse, VR, and AR technologies with offline popup experiences, as well as research on user experience (UX) and continued usage intention of delivery apps in the restaurant O2O sector. She plans to continue building theoretical and practical foundations for innovation in the restaurant business through research that encompasses offline and online, traditional methods and new technologies.
To achieve this, the department operates industry-linked programs such as expert lectures, graduation projects, and restaurant startups, significantly enhancing practical subjects like menu development, restaurant entrepreneurship, and brand strategy. Recently, they have also prepared a converged curriculum on 'restaurant startup, location, and branding' in collaboration with related departments such as real estate and marketing.
Jeon introduced her follow-up research, which includes studies comparing digital experience marketing using metaverse, VR, and AR technologies with offline popup experiences, as well as research on user experience (UX) and continued usage intention of delivery apps in the restaurant O2O sector. She plans to continue building theoretical and practical foundations for innovation in the restaurant business through research that encompasses offline and online, traditional methods and new technologies.
GGCIA: Cultivating Culinary Leaders Beyond Knowledge
The GGCIA program, established by Jeon, is also gaining attention from academia and industry. It was conceived in response to the lack of educational programs for top executives in the culinary industry, especially as global interest in Korean cuisine and K-food rises. The program covers not only culinary practices and ingredient education but also global culinary trends, food tech, brand strategy, and customer experience design.
Jeon stated, "The perspective of experience marketing that I researched is also reflected in the GGCIA curriculum. We have created a hands-on, experience-centered curriculum that includes field trips to domestic and international culinary hotspots, meetings with chefs, and wine tastings."
The first cohort consisted of 12 sessions, with the 11th session featuring a culinary culture exploration trip to Taiwan with Chef Lee Yeon-bok and Professor Yeo Jong-seok. Jeon noted, "Through sharing insights and concerns, the bonds among participants have strengthened. Even after the program ended, participants have continued to explore local restaurants and food destinations together, supporting each other's businesses."
This strong network is expected to serve as a source of inspiration for participants and bring fresh ideas to the restaurant industry.
Jeon stated, "The perspective of experience marketing that I researched is also reflected in the GGCIA curriculum. We have created a hands-on, experience-centered curriculum that includes field trips to domestic and international culinary hotspots, meetings with chefs, and wine tastings."
The first cohort consisted of 12 sessions, with the 11th session featuring a culinary culture exploration trip to Taiwan with Chef Lee Yeon-bok and Professor Yeo Jong-seok. Jeon noted, "Through sharing insights and concerns, the bonds among participants have strengthened. Even after the program ended, participants have continued to explore local restaurants and food destinations together, supporting each other's businesses."
This strong network is expected to serve as a source of inspiration for participants and bring fresh ideas to the restaurant industry.
Recruitment for GGCIA's Second Cohort Underway, with New Faculty and Hong Kong as Destination
GGCIA is currently recruiting for its second cohort, targeting decision-makers such as CEOs and executives looking to drive innovation in the culinary, restaurant, and distribution sectors. The second cohort will feature new faculty members, including Professor Moon Jeong-hoon from Seoul National University and renowned chef Jo Hee-sook, along with Shin Tae-kyun, a consultant from Galaxy Corporation and former Samsung Talent Development Center.
The overseas culinary culture exploration destination has been set for Hong Kong, where East and West culinary cultures intersect. Jeon expressed her hopes that participants will explore Hong Kong's unique culinary ecosystem, experience the forefront of Asian restaurant business, and gain insights for entering the global market.
When asked about the skills needed for culinary business leaders in the context of the K-food expansion, Jeon replied, "As K-food spreads globally through dramas and entertainment, it is now essential to go beyond just creating delicious food to 'contentualizing flavor.' This includes storytelling about the food, planning food culture content, and developing marketing capabilities to brand it in the global market."
She added, "GGCIA focuses on cultivating culinary business leaders with a discerning eye as 'culture creators' who learn the value and modern interpretation of Korean cuisine from experts like Chef Jo Hee-sook and Professor Moon Jeong-hoon, while experiencing the spectrum of Asian culinary culture through the Hong Kong exploration and gaining global branding know-how from consultant Shin Tae-kyun."
The overseas culinary culture exploration destination has been set for Hong Kong, where East and West culinary cultures intersect. Jeon expressed her hopes that participants will explore Hong Kong's unique culinary ecosystem, experience the forefront of Asian restaurant business, and gain insights for entering the global market.
When asked about the skills needed for culinary business leaders in the context of the K-food expansion, Jeon replied, "As K-food spreads globally through dramas and entertainment, it is now essential to go beyond just creating delicious food to 'contentualizing flavor.' This includes storytelling about the food, planning food culture content, and developing marketing capabilities to brand it in the global market."
She added, "GGCIA focuses on cultivating culinary business leaders with a discerning eye as 'culture creators' who learn the value and modern interpretation of Korean cuisine from experts like Chef Jo Hee-sook and Professor Moon Jeong-hoon, while experiencing the spectrum of Asian culinary culture through the Hong Kong exploration and gaining global branding know-how from consultant Shin Tae-kyun."
Korean Cuisine as Cultural Content: Leadership in Culinary Business
Jeon highlighted the recent special exhibition 'Our Table' at the National Museum of Korea, which comprehensively examines food culture, as evidence that Korean cuisine is being recognized as content that embodies our culture and spirit, rather than just food.
She stated, "For culinary business leaders, maximizing the inherent taste and quality of food, while also incorporating our unique cultural codes and storytelling to provide differentiated brand experiences, has become more important than ever. GGCIA is focused on nurturing culinary business leaders with this perspective as 'culture creators.'"
She stated, "For culinary business leaders, maximizing the inherent taste and quality of food, while also incorporating our unique cultural codes and storytelling to provide differentiated brand experiences, has become more important than ever. GGCIA is focused on nurturing culinary business leaders with this perspective as 'culture creators.'"
* This article has been translated by AI.
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