Daesang Group successfully concludes 'Goesan Chal-tteok Pass Run' pop-up in Seoul's Seongsu-dong, attracting 12,000 visitors

[Financial News] Daesang Group announced on the 14th that its 'Goesan Chal-tteok Pass Run' pop-up, held in Seoul's Seongsu-dong from the 5th through the 13th as part of the 'Jisik Jonjung Project,' concluded successfully after attracting approximately 12,000 visitors.
The Jisik Jonjung Project is Daesang Group's regional co-prosperity initiative, which uses ingredients from areas at risk of population decline to discover their new appeal and reposition them as destinations people want to visit. The project began in Muju County in 2023, continued in Yanggu County in 2024 and Yeongyang County in 2025, and partnered with Goesan County this year.
This year, the project sought to rebrand Goesan County as a "place of success and achievement" under the concept of the "Goesan Chal-tteok Pass Run." It recreated major sites associated with success in Goesan, including Yeonpung Saejae and Suokpokpo Waterfall, following the journey of scholars who traveled to Hanyang to take the civil service examinations during the Joseon Dynasty. The event also presented foods made with the county's signature ingredient, college waxy corn, offering visitors a special journey to wish for success and the fulfillment of their hopes.
The cumulative number of visitors reached approximately 12,000 over the nine-day event period.
Eo Ho-kyung, head of the Brand Communications Team at Daesang Holdings, said, "Based on the group's core value of 'respect,' we will continue meaningful regional co-prosperity activities that uncover the unique value of local areas."  

[email protected] Kim Seo-yeon Reporter