In front of the Dongsuh Foods "Maxim House" pop-up store (temporary shop) near Oryeung in Gyeongju, North Gyeongsang, at around 11 a.m. on the 19th. A long line formed as people waited to enter. The hanok courtyard entrance bustled with visitors gathering in small groups to take photos. Family customers spanning middle-aged and older to younger generations stood out.
Dongsuh Foods is operating the experiential pop-up store Maxim House in Gyeongju from 28th to 26th. Under the slogan "Happiness, come hither," it is set up so visitors can enjoy coffee and a variety of experiences within a hanok space.
Unlike most brand pop-up stores, which are concentrated in Seoul and the capital area, Maxim House is notable for being held in a regional city. A Dongsuh Foods official said, "Word of mouth has spread that this is an event worth visiting not only from Gyeongju but also from nearby areas such as Ulsan and Busan," and added, "Because there are fewer pop-up events than in the capital area, it is receiving more attention."
Maxim House allows entry by lining up on site without a separate online reservation process. Beyond a simple coffee tasting space, it runs a variety of programs—such as yutnori, mini games, and craft experiences—so people of all ages can enjoy it. Daily visitors are said to be around 2,000 on weekdays and 4,000 on weekends.
In the outdoor space "Gabae Garden," visitors can enjoy yutnori using yut sticks shaped like coffee mix sticks or receive prizes through the "Beat the Bobusang" mission. In the tasting area "Masitdang," special menu items paired with pumpkin, mugwort, and cinnamon were popular. In "Haengbokhadang," people could make their own keyrings, fans, and bookmarks or put on daily hanbok and take photos, drawing strong responses from family customers.
Since launching the "Mocha Dabang" in Jeju in 2015, Maxim has operated experiential pop-up stores with regional concepts, including "Mocha Bookshop" in Seongsu, Seoul; "Mocha Photo Studio" in Haeundae, Busan; "Mocha Post Office" in Jeonju; "Mocha Radio" in Hapjeong, Seoul; and "Maxim Alley" in Gunsan. Cumulative visitors across the six events total 480,000. In particular, Gunsan's Maxim Alley drew 120,000 visitors in a month last year and was credited with helping to revitalize the local commercial district.
This Gyeongju Maxim House also emphasizes tradition and locality while interpreting the brand's familiarity in a modern way. It has established itself as an experiential space for younger generations and a brand space that evokes nostalgia for middle-aged and older visitors.
Lee Jae-ik, marketing manager at Dongsuh Foods, said, "We are planning pop-up stores with various concepts," and added, "We hope you enjoy small moments of happiness in everyday life with family and partners in the front yard of Gyeongju Maxim House."