Lotte Chilsung Beverage announced on Jan. 9 the opening of a pop-up store for its Saero zero sugar soju on Bui Vien Street in Ho Chi Minh City, Vietnam.
The Saero pop-up store is designed to expand the brand experience and increase intimacy with the young local population in Vietnam. Recently, Saero has created a sensation in South Korea with its Gumiho character and sleek, transparent bottle design for its zero sugar soju.
Following the success of its pop-up store opened last September in the Seongsu neighborhood of Seoul to celebrate the first anniversary of Saero’s launch, Lotte Chilsung Beverage decided to extend this concept overseas. The Saero pop-up store World Tour, starting in Vietnam, began on Dec. 29th last year and will run for two weeks until Jan. 11th. The store features an exterior designed like a cave where the Saero soju’s Gumiho character, Saero Gumi, resides. It offers a variety of activities including product tasting, photo opportunities, and games.
Since its opening at the end of last year, the pop-up store has become a hot spot among trend-sensitive young people in Vietnam. The trendy transparent bottle design of Saero, along with the attractive Gumiho character, an intriguing world concept, and the novelty of cocktail-making experiences using soju, have garnered positive reviews.