Baskin-Robbins announced on the 18th that it will operate a popup store, "Mangbinggo Gachashop," in Seongdong-gu, Seoul, until the 20th. This popup store is designed to commemorate the release of the flavor of the month, "Aemangbing," in July.
The popup store is an experiential space with the concept of a super-sized refrigerator, reflecting the "Foodcore" trend that emphasizes consumption based on taste and experience rather than just eating food. It particularly seems aimed at the MZ generation, which includes those born from the late 1980s to the early 2000s, who value brand stories and sensory experiences.
The space is decorated with a "Tropical Winter" concept. In collaboration with the Italian appliance brand "SMEG," its exterior resembles a refrigerator door, and the interior features dry ice effects, allowing visitors to experience what it feels like to enter an ice cream refrigerator.
The main areas include: ▲ "Tropical Cafeteria" where visitors can taste Aemangbing; ▲ "Tropical Selfie Zone" where visitors can take photos with apple mango sculptures and the interior of a refrigerator; and ▲ the "Mangbinggo Gachashop," where visitors can pick apple mango-themed merchandise such as gibbets, bracelets, and grip talks, in collaboration with brands reflecting the tastes of the MZ generation.
The gachashop experience is available once per person after joining the Baskin-Robbins app, "Bera App," and posting an on-site verification photo on social media. Additionally, customers can order ice cream cakes in advance via a QR code and pick them up at nearby stores for a discount of up to 30%.