Busan's specialty rice 'Hwanggeum Yechan' to be showcased at a pop-up store

[Financial News] The Busan Agricultural Technology Center announced on the 20th that it will open a pop-up store near Pusan National University starting on the 31st, featuring culinary content made with the regional specialty rice 'Hwanggeum Yechan.'
The pop-up store is a follow-up to a menu tasting session held at Chef Gon Restaurant on August 4 to evaluate dishes developed using Hwanggeum Yechan. At the session, four types of menu items highlighting the rice variety's qualities, including its flavor and texture, were presented: rice balls, a salad made with rice, traditional liquor, rice balls, and gelato.
The pop-up store will be built around the concept of a Hwanggeum Yechan rice mill. Exhibitions, sales, hands-on activities and culinary programs will be linked so consumers can learn about the rice's growing region, the stories of its farmers and its characteristics in an easy and engaging way. It will also showcase the many ways Hwanggeum Yechan can be used, focusing on the rice balls, traditional liquor and gelato developed at the tasting session, and will display and sell the items depending on their characteristics and operating conditions.
A variety of participatory programs will also be offered so consumers can directly experience Hwanggeum Yechan's qualities and value, rather than simply taste the menu items. A 'Hwanggeum Yechan Gourmet Table' will be held on the 31st and November 21, while hands-on programs for making rice crispy snacks with Hwanggeum Yechan will take place on November 7 and 14.
Throughout the pop-up store's operation, the center plans to continuously introduce the Hwanggeum Yechan brand and its growing region, display the developed menu items, and sell related products, thereby expanding its points of contact with consumers.
 
[email protected] Kwon Byeong-seok Reporter