Pop-up stores that bring together local culture and brands to create new experiences have recently drawn attention. Dongsuh Foods is a prime example. Dongsuh Foods said on the 18th that it is presenting Maxim House, a pop-up store (temporary shop) themed on "happiness" and "hospitality," in the ancient capital of Gyeongju, led by its Maxim brand.
Maxim House opened on the 28th last month and will operate through the 26th this month. Under the slogan "Happiness, come hither," it features a tranquil hanok space where traditional ambiance and modern sensibilities harmonize. Visitors can enjoy Korean-style hospitality through Maxim coffee and various experiences in spaces, each with a special concept.
After passing through the entrance "Gate of Hospitality," visitors receive a Maxim House brochure and a tasting cup at "Welcome," which serves as an information desk. In the tasting space "Delicious Hall," special menus made with Maxim coffee mix, such as "Hobakdaldang," "Maxim Oryeong," "Saekdong Jeogori," "Mocha Gold Cinnamon Latte," and "White Gold Mugwort Latte," are offered, along with unique items like "Charcoal Brazier Brewing Coffee."
There are also events such as the "Gabae Gimisanggung" quiz to identify Maxim products and a mini millstone grinding experience. In the experience space "Happy Hall," visitors can make their own happy mug-cup keyrings, minhwa fans, and personalized bookmarks. There are also activities such as self-serve lifestyle hanbok photo shoots.
In the outdoor event space "Gabae Garden," visitors can enjoy yutnori played with yut sticks shaped like coffee-mix sticks, as well as various mini games such as the "Beat the Peddler" mission, where Maxim coffee products can be won. At "Maxim Hall," visitors can get an overview of the Maxim brand history and the history of coffee in Korea at a glance and purchase the Maxim House special package and various goods.
In the meantime, Dongsuh Foods has presented pop-up stores with differentiated concepts in various regions to communicate more closely with consumers. Starting with "Mocha Dabang" in Jeju in 2015, it garnered a positive response by showcasing Maxim brand experience spaces with diverse concepts, including "Mocha Bookshop (2016)" in Seongsu-dong, Seoul; "Mocha Photo Studio (2017)" in Haeundae, Busan; "Mocha Post Office (2018)" in Jeonju; "Mocha Radio (2019)" in Hapjeong-dong, Seoul; and "Maxim Alley (2024)" in Gunsan, North Jeolla.
Lee Jae-ik, marketing manager at Dongsuh Foods, said, "We hope you enjoy happy moments in everyday life with Maxim coffee in front of Maxim House."