E-Land Group Eats' world gourmet buffet Ashley Queens said on the 25th it will open its first brand pop-up store (temporary shop) in Seongsu-dong, Seoul, from Dec. 20 to Jan. 25.
According to E-Land Group Eats, the pop-up goes beyond a simple menu trial to a gallery-style store that realizes the brand's universe, story, and heritage in a space. It is slated to be held on the site where the Ashley Queens Seongsu branch is scheduled to open in Mar. 2026.
This is part of a strategy to expand the base of young customers, including the MZ generation (born from the late 1980s to the early 2000s). E-Land Group Eats said it is the first case of executing a family restaurant's customer expansion strategy through a pop-up, while also signaling a full-fledged entry into the Seongsu commercial district.
The core of the pop-up is exhibits connected to the brand universe that Ashley Queens is unveiling for the first time (grandmother Catherine–mother Evelyn–daughter Ashley). The brand story, symbolizing the care, warmth, and heritage unique to American homes, is visualized across six themed spaces, and E-Land Museum will unveil authentic American collectibles it has amassed for more than 30 years.
Special menus available only during the pop-up have also been prepared. American home-style dishes will likely be reinterpreted to fit the brand concept. A dessert buffet will operate in a separate space exclusively for advance reservation customers so they can sample Ashley Queens' next-generation dessert lineup in advance.
An Ashley Queens official at E-Land Group Eats said, "This exhibition shows that Ashley has become a culture and content beyond a dining space, and through this pop-up we will fully present the brand's origins and philosophy," adding, "We plan to redefine the brand for young customers and further expand our customer base through the Seongsu branch that will open in March next year."