Innocean opens K-ramen pop-up store in Bangkok

Innocean, a Hyundai Motor Group-affiliated advertising agency, announced on Wednesday that it has opened a South Korean ramen pop-up store in Bangkok, Thailand. 

This store, called Boggle Boggle, has launched at Siam Discovery, the largest and most renowned shopping center in Bangkok. Innocean will introduce various images of K-ramen from K-culture.

The pop-up store is open for five weeks until July 31. It showcases around 7,500 ramen products from four popular Korean ramen brands: Nongshim Co., Paldo, Ottogi, and Samyang Foods Co.. Visitors have the opportunity to sample ramen with various recipes.

The space is adorned with neon signs, posters, and signage that reinterpret Seoul's Euljiro Alley, a trendy hotspot among young people in Korea. The atmosphere is designed to be authentic and immersive, giving visitors a taste of Korean ramen culture.

Innocean said that the pop-up store aims to provide visitors with an authentic experience of Korean ramen culture within an authentically Korean atmosphere.

"This event is a meaningful project in that Innocean has expanded its business to the ASEAN region and directly operated the B2C customer experience space," vice president of Innocean Kim Tae-yong said. 

Write to Ji-Yoon Yang at yang@hankyung.com