Is 1001 Handon Day?.. Gen Z and Foreigners Captivated by Seongsu Pop-up [On-site Report]

[Financial News] "I saw the Handon Pop-up Store on social media and came with my friends. The mission experiences were fun, and the Handon dishes exceeded my expectations. I want to come again this weekend."
Lee Hye-ri, a 20-something office worker who visited the Handon Pop-up Store at XYZ SEOUL in Seongsu-dong on the 11th, said, "It was great to collect stamps for goods and enjoy a variety of Handon dishes."
Celebrating its 12th anniversary this year, Handon Day falls on October 1, chosen for its resemblance to a pig's snout (1001), and aims to promote pork consumption. The Korean Pork Producers Association Fund Management Committee is running the pop-up store for nine days from the 11th to the 19th to mark Handon Day. This year, the event was postponed due to overlap with the Chuseok holiday. On opening day, a long line formed about ten minutes before the store opened. Many young people in their 20s and 30s, as well as foreigners visiting Seongsu-dong, were in attendance.
Son Se-ui, chairperson of the Korean Pork Producers Association Fund Management Committee, stated, "Handon, along with rice, is a staple food for Koreans. Following last year, we aim to showcase the appeal of Handon to both young domestic consumers and the world through this pop-up store." The opening ceremony was attended by Jin-Sun Park, CEO of Sempio Foods Company and president of the Korea Food Industry Association (KFIA); Mi-Ran Mun, president of the Consumer Citizens' Association; honorary Handon ambassadors Professor Changyun Woo and Chef Yeo Kyung-ok, among others.
Key participants explored various experience zones, including one highlighting Handon's protein content, a booth clarifying facts about lard, a Handon goods mall, and a global Handon food stall.
A dedicated Handon wine section also drew attention. A representative from Won International, a wine importer, explained, "Samgyeopsal pairs well with Sauvignon Blanc, a white wine known for its acidity and freshness. We plan to launch two white and two red wines as Don Blanc, wines specifically crafted for samgyeopsal."
Outdoor booths will feature a rotating lineup of restaurants representing K-food and global cuisine, including Blumetz, Yukjeon Sikdang, Cheong, Soksamdo, Nanchukmatdon, Jangchungdong Royal Pork Feet, and Hieutu. Coupons issued on-site can be used to enjoy these offerings at half price.
A representative from the Korean Pork Producers Association Fund Management Committee noted, "Last year, about 15,000 visitors attended the nine-day pop-up event. As this is the second edition, we expect even more consumers to participate this year."
hwlee@fnnews.com Lee Hwan-joo Reporter