Shinsegae Simon said on the 3rd it will hold a large outdoor festival, "Beer Festa," at the Paju Premium Outlet.
The event will take place around Central Square on Fridays, Saturdays, Sundays, and holidays through the 25th.
At this Beer Festa, Shinsegae Simon will unveil a limited-edition beer, "Beerlet," created in collaboration with the craft beer brand Playground Brewery. Beerlet combines "beer" and "outlet," carrying the idea of emptying everyday stress and enjoying the festival.
At the Hitejinro Terra booth, visitors can enjoy draft beer and Terra Zero along with various events. Through the 17th, Wine & More will hold a large-scale liquor festival pop-up, followed by Moving Brewery from the 22nd to the 25th.
In the food pop-up zone, dishes such as pork cutlet and dumplings from well-known restaurants will be available, and food trucks will offer items such as sweet crispy chicken and mala-flavored konjac jelly. Content for visitors with companion animals has also been prepared. Harim Pet Food will provide snacks for dogs, including "Meong Chicken" and "Meong Beer."
On Sundays during the event, there will be busking performances linked to the nearby Heyri Art Village festival, along with on-site participation events such as eating challenges.
A Shinsegae Simon official said, "This event is designed to combine the 'spatial experience,' the core competitiveness of offline retail that differentiates it from e-commerce, with seasonal themes to increase visitor dwell time and strengthen brand loyalty," adding, "With the arrival of a season ideal for outdoor activities, we will establish ourselves as a local attraction where visitors can enjoy shopping and content at the same time."