Nongshim to open brand zone in Myeongdong, Seoul

South Korean food and beverage giant Nongshim Co. announced on Friday that it will open its brand zone in Myeongdong, Seoul with the domestic street fashion brand LifeWork on Jan. 31.

The brand zone will be located at LifeWork's DogKaeBee Mart Myeongdong branch, a complex store that combines clothing, cafes, and grocery. More than 70% of its visitors are foreign tourists.

Nongshim has installed a dedicated brand zone of about 20 square meters on the first basement floor of the store.

Nongshim has used the Korean ramyun concept to decorate the space, featuring a display of its major product lines and a photo zone.

Visitors can also purchase products from the brand zone and cook them immediately using instant cookers or microwaves in the nearby tasting area.

Write to Hun-Hyoung Ha at hhh@hankyung.com