LOTTE Chilsung Beverage announced on the 18th that it will operate a 'Searo' pop-up store in Apgujeong-dong, Seoul, for three months from the 29th until the end of June.
This pop-up store was planned to emphasize enjoying the essence with 'Searo' in the mystical space called 'Searo' created by Searo, highlighting the refined experience of the brand. It features separate 'Searo dining' with brand experience content.
The brand experience content 'Searo' is themed on eliminating sugar and worries in a mystical land created by Searo.
Experience areas include a sugar mining space to find sugar lumps, a wish pond to check fortunes through magnet fishing, a magic room where visitors can become Searo, and a game space where they can win Searo merchandise and partnerships with nearby event businesses. Content such as the hanbok experience from previous pop-up stores will also continue.
In collaboration with chef Jo Seo-hyung, known as the 'Sage of Business' and who appeared in the Netflix show 'Culinary Class Wars,' a Searo dining experience will be presented. The table was designed like Gyeongju's Poseokjeong, starting with an appetizer, followed by a menu of four dishes including grilled rice and gimbap, along with desserts and cocktails. The Searo dining experience is planned to operate on a reservation basis through Catch Table.
Chef Jo Seo-hyung is a young chef noted for his excellent skills, presenting modern interpretations of traditional Korean dishes and snacks, and is the owner chef of the Korean dining restaurant 'Euljiro Jewel.'
An official from LOTTE Chilsung Beverage said, 'The Searo pop-up is the first event held in 1 year and 6 months since the Seongsu-dong pop-up. The Searo pop-up store recorded an average of over 1,000 visitors per day, receiving great response from consumers in various regions.'