Kyochon F&B's 'Midsummer Market' Pop-Up Successful

Kyochon F&B, the operator of Kyochon Chicken, announced the successful conclusion of its "Midsummer Market" pop-up store event held at the Shinsegae Department Store in Daegu. The seven-day event, which ran from June 5 to 11 in the department store's basement food hall, was designed with a concept that modernly reinterprets the ambiance of traditional markets and taverns.

At the pop-up, Kyochon showcased a diverse range of its food and beverage (F&B) brands, bringing together not only its signature chicken but also traditional liquors, craft beers, sauces, and vinegars. Participating brands included Kyochon Chicken, craft beer brand "Moon Bear," traditional liquor and soy sauce brand "Balhyo Gongbang 1991," sauce company "BHNBIO," and fermented vinegar and pickled radish brand "K&P Food."

The Kyochon Chicken booth offered set menus combining popular side dishes like "Gukmul Map-tteok" (spicy rice cakes in broth) and "Wedge Potatoes" with boneless chicken. Notably, limited-edition menus "Cheonggyul Boneless" and "Chili & Nacho Boneless," which were highly popular at a previous pop-up in April, made a comeback, attracting significant attention from visitors.

Beverage offerings were also a highlight. Moon Bear presented two beer sets: a craft beer package and a wine beer package. Balhyo Gongbang 1991 introduced three "Eunhasu" (Milky Way) varieties at 6, 8, and 12 ABV, along with "Eunhasu Byeol Heneunbam Qing" (14 ABV) and an APEC set. Additionally, Balhyo Gongbang 1991's traditional fermented pastes, BHNBIO's "K1 Sauce 3-flavor" and "Hot Sauce 3-flavor" sets, and K&P Food's "Radish Fermented Vinegar" were available.

Kyochon stated that this pop-up demonstrated its growing competitiveness as a food and beverage brand that extends beyond chicken. The company plans to diversify its customer touchpoints by expanding its pop-up store presence into major commercial areas nationwide. This initiative is part of Kyochon's broader strategy to transform into a comprehensive food and hospitality company, moving beyond the saturated domestic fried chicken market by diversifying its portfolio into new businesses like alcoholic beverages and sauces.