LOTTE Chilsung Beverage said on the 25th it will run a gacha (random draw) pop-up store for zero-sugar soju "Saero" at three major commercial districts in Seoul.
According to LOTTE Chilsung Beverage that day, the pop-up stores near Bangi-dong Food Alley and Konkuk University Station will operate through Feb. 14, while the one near Hongdae Festival Street will run from the 28th to Mar. 24.
The pop-up store consists of zones such as a variable-temperature label experience, mini-bottle decorating experience, snack recommendation zone, and goods gacha zone. In the experience zone, visitors can see the limited-edition Saero "Nine Tails Edition," where Saerogumi's hidden tail appears on the bottle label depending on temperature. Visitors can also decorate their own label on a Saero mini bottle that highlights the clear bottle design.
In the snack recommendation zone, a kiosk recommends snacks that pair with Saero by preference and nearby partner stores after users answer questions about their drinking tendencies. In the goods zone, visitors can find more than 50 types of Saero goods, including a Saerogumi soju dispenser, plush dolls, and a New Year's calendar.
A LOTTE Chilsung Beverage official said, "We prepared this pop-up store to help revitalize commercial districts based on the Saerogumi universe and to strengthen communication with young consumers through experience spaces that use Saero in diverse ways and witty Saerogumi goods," adding, "Through collaboration with nearby commercial districts, we will pursue mutual growth with small business owners and, by leveraging the trending gacha craze, provide consumers with a fun, expanded, and broader brand experience."