"I still remember the taste of the In-N-Out Burger I had in the United States 10 years ago. So when I heard about this pop-up store, I started waiting from 3 a.m."
On the 15th at Schedule Cheongdam in Cheongdam, Gangnam District, Seoul, a 25-year-old student on leave, a person surnamed Yoon, who visited the In-N-Out Burger pop-up store (temporary shop), said, "I plan to order the signature Double-Double burger. I hope In-N-Out will officially enter Korea and open stores here."
In-N-Out suddenly announced via social media (SNS) the morning before that it would open a pop-up store in Seoul that day. Even so, people who saw the news began lining up from early morning.
The event was scheduled to start at 11 a.m., but by around 10 a.m., more than 500 people had arrived, forming a long line about 300 meters down one side of the alley. On-site staff handed out wristbands in order from the front of the line to purchase burgers. When all 500 prepared wristbands ran out, those who were waiting in the back turned away with dejected looks.
Landon Hung, an Asian American who received the 500th and final wristband, said, "I usually live in Hawaii and happened to be in Korea for the first time in a while. I saw the pop-up store news on SNS yesterday and came by, and I ended up being the last customer. I think I was lucky."
In-N-Out Burger began in 1948 in Baldwin Park, California, as a drive-thru hamburger stand. From its early days, it has insisted on using fresh ingredients and cooking in-store. In-N-Out is also known for favoring company-operated expansion over franchising, emphasizing quality control and maintaining brand control.
In-N-Out is often cited along with Five Guys and Shake Shack as one of the "three major U.S. burgers." Shake Shack entered Korea the fastest in 2016 through a partnership with SPC Group. Five Guys also entered Korea in 2023 through a partnership with Hanwha Galleria.
However, In-N-Out still has no official store in Korea. As a result, whenever In-N-Out opens a pop-up store, speculation arises about a possible entry into Korea. In-N-Out opened its first pop-up store in March 2012 in Gangnam District, Seoul, and also held one-off pop-up stores in 2015, 2019, and 2023.
However, In-N-Out remains cautious about entering Korea. Luis Hernandez, In-N-Out's global events manager, whom we met on-site, said, "This event is part of a global marketing tour that offers overseas customers the opportunity to experience In-N-Out Burger."
Hernandez also said, "We procured all the ingredients locally, and we brought staff from the United States to provide customers with the same experience as the burgers made in California," adding, "4th we held a pop-up store in Beijing, and next week we plan to move to another country to host another pop-up event."
Industry watchers say the reason In-N-Out opens pop-up stores every few years overseas, including in Korea, as part of a global tour is to protect its trademarks. In Korea, if no substantive business is conducted within three years after filing a trademark, a non-use cancellation trial can be filed. In-N-Out filed for a trademark in Korea in 2012.
In the past, In-N-Out also won a trademark infringement lawsuit in Australia against a hamburger brand that impersonated it, "Down-N-Out." During the lawsuit, it used evidence such as the fact that it regularly operated pop-up stores and sales records.