Dongsuh Foods' brand experience campaign "Maxim Alley" said on the 31st that it won the brand category of the "Marketer of the Year chosen by advertisers" at the 2025 Korea Advertisers Conference (KAA Awards).
The Marketer of the Year chosen by advertisers is an award that selects marketers who boosted brand awareness and marketing effectiveness with innovative ideas, and comprehensively evaluates originality, execution, and market contribution across three categories: brand, marketing strategy, and marketing effectiveness.
According to Dongsuh Foods, the awards ceremony was held the previous day at the Westin Josun Seoul in Sogong-dong. Maxim Alley, which won this year's brand category marketer award, is a marketing campaign Dongsuh Foods ran in October last year around Wolmyeong-dong, Gunsan, North Jeolla Province. A total of 120,000 people visited over a month.
Maxim Alley, which reimagined alleys in Gunsan's old downtown as a brand experience space and expressed everyday coffee culture with an emotional touch, is notable for surpassing the limits of existing popup stores (temporary shops) that end as one-off events. It was highly rated for broadening cross-generational resonance as a space that connects the local community with daily life.
Ha Chi-su, Head of Team at Dongsuh Foods' marketing team, said, "I am pleased that, following the love and interest many people showed in Maxim Alley last year, we have been honored with this award," and added, "We will continue to present marketing campaigns that can offer consumers authentic brand experiences."