Fashion and lifestyle platform 29CM said on the 27th that it will operate a pop-up store, 29 Sweet House, which brings together popular dessert brands from across the country in one place, in Seongsu-dong, Seoul, through the 30th of this month.
With the theme of "taste that contains preference," this pop-up gathers in one place dessert brands drawing attention nationwide. A total of six brands are participating. Each brand will present its signature menu made with regional ingredients and sensibilities, as well as exclusive items available only at the pop-up.
They include Gyul Medal, which offers desserts and drinks using Jeju tangerines; Spring Day, a dessert brand run by YouTuber "Yeosu Unnie"; Seulji Bakery, famous for salted steamed buns in Buan, North Jeolla; Jeongnammimyeong, known in Gangwon Province for breads made with staple crops; Pepper Grinder, which has become a must-visit spot in Jinju, South Gyeongsang, for butter-fried salted bread; and Grandma Hakhwa Walnut Cookies, a walnut cookie brand representing Cheonan, South Chungcheong.
For pop-up visitors, 29CM also prepared a dessert corkage service with 10 notable cafes in Seongsu-dong. Any 29CM customer with a pop-up admission ticket or purchase receipt can enjoy desserts bought at the pop-up along with drinks at partner cafes.
This pop-up operates on a reservation basis. Admission tickets can be purchased for 290 won on the 29CM application (app). Early-bird tickets released on the 26th of last month proved the high level of interest, with weekend tickets selling out in one minute.
A 29CM official said, "As a result of expanding collaborations with local dessert brands this year, as of mid-November the number of food brands available on 29CM increased by more than 30% from a year earlier," adding, "Through this pop-up that brings together local dessert brands from across the country, we hope visitors can broadly experience 'taste preferences.'"