Dole Korea, a fruit production and retail company, will open an interactive pop-up store built around the concept "Fruit speaks through its label," the company said Wednesday. The event runs Friday through Sunday at the COEX Live Plaza in Samsung-dong, Gangnam-gu, Seoul, on the second below-ground floor.
The pop-up is part of Dole Korea's ongoing "Fruit speaks through its label" campaign, designed to help consumers better understand the quality standards conveyed by fruit labels.
The store is organized into four experiential zones, each corresponding to a letter in the brand name D·O·L·E. Visitors complete missions in each zone to collect four stamps and assemble a complete "Dole" label.
Activities across the zones include a "5.00-second challenge," a "my banana preference" vote, a prize draw and a crane game.
A "Dole Market" will also be set up at the venue, where visitors can purchase bananas, pineapples, avocados and dragon fruit on the spot. Shoppers spending 10,000 won ($8) or more receive banana-decorating stickers, while those spending 20,000 won or more get an eco bag. All proceeds from fruit sales will be donated to the Seoul Welfare Center for the Disabled.
Nam Gung Hae-in, a manager on Dole Korea's marketing team, said the small label on a piece of fruit carries the quality standards the company values and its commitment to consumers.
gorgeous@heraldcorp.com
