Daesang Group announced on the 28th that it will operate a 'Finnish Nutritional Pop-up Store' in Yeongyang-gun, Gyeongsangbuk-do, from September 12 to 21.
This pop-up store is part of Daesang Group's 'Knowledge Respect Project.' It is a program that utilizes local ingredients from regions at risk of extinction to create desirable destinations. In the previous year, 2023, Jeonbuk Muju was selected, and in 2024, Gangwon-do Yanggu will be featured.
Through this pop-up, Daesang Group plans to showcase the pristine nature of Yeongyang-gun and redefine the less-known region as 'Korea's Finland.' The pop-up will be inspired by the symbolic birch forests and night sky of Yeongyang-gun and will take place at 'MM Seongsu' in Seoul.
Visitors can enjoy not only dishes from the country's top chefs but also experiences of local attractions and exhibitions of specialty products. In the 'Bistro in the Birch Forest,' menus developed by Chef Kang Min-goo from the Michelin 3-star restaurant 'Mingles' and Chef Song Ha-seul from 'MamaRimarket' will be featured. Additionally, specialty products from Yeongyang-gun, including pepper, wild greens, and good pine mushrooms, will be offered, such as Yeongyang Pepper Paste Tteokbokki and sliced meat accompanied by braised good pine mushrooms.
The Finnish Nutritional Pop-up Store operates on a reservation system through Naver. Walk-ins are also possible after waiting on-site.
Choi Seong-su, CEO of Daesang Holdings, said, 'We will continue our efforts for regional coexistence so that regions at risk of extinction can become desirable destinations in the future.'