Lotte Wellfood opens 'Daeji Bar Bakery' pop-up in Seoul

Lotte Wellfood is opening a bakery-themed pop-up store built around its "Daeji Bar" ice cream brand.

The pop-up, titled "Daeji Bar Bakery since 1983," runs through June 21 on Sharosugil in Bongcheon-dong, Gwanak-gu, Seoul, according to the company.

The space draws on the world of "Doejangnnim," the brand's mascot character, weaving together the history of the Daeji Bar brand and the fictional story of how Doejangnnim came to develop the Daeji Bar bread.

Visitors can take part in a hands-on event where they pull a topping from a capsule machine and receive that topping paired with a Daeji Bar bread. Chocolate pens are also available for decorating the monaka wafer surface of the bread, tying into an ongoing social media contest called the "Bamti Daeji Bar Bread Decorating Contest."

Inside, the store features a photo zone for commemorative pictures and a prize zone where visitors can win Daeji Bar bread merchandise.

"We designed this pop-up so that Daeji Bar, which has been loved for 43 years, can connect with the MZ generation in a fresh and fun way," a Lotte Wellfood official said.