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Naver's 1784 building buzzes with employees visiting pop-up beauty events
🇰🇷 South Korea /Culture & Society

Naver's 1784 building buzzes with employees visiting pop-up beauty events

From Dong-A Ilbo · () Korean

Translated from Korean, summarized and contextualized by DistantNews.

At a glance

News Sources not specified Context piece
  • Employees flocked to a pop-up truck event for the beauty brand TOCOBO at the Naver 1784 building in Seongnam.
  • The Naver 1784 building is becoming an offline testbed for distribution and IT companies, with brands increasingly using it for new product launches.
  • Naver plans to continue using the 1784 building as a collaboration space for testing new products and marketing strategies with key brands.

Naver's 1784 building in Seongnam, South Korea, is transforming into a unique offline testbed for retail and IT companies, drawing crowds of employees for brand pop-up events. Recently, a mobile pop-up truck for the vegan beauty brand TOCOBO attracted significant attention during lunchtime.

Naver employees expressed enthusiasm for the pop-up, with one noting the convenience of seeing a brand previously encountered in Seoul's Seongsu district appear at their workplace. Many took the opportunity to test best-selling products, receive samples, and take advantage of special discounts. Approximately 600 employees participated, experiencing key products and obtaining special coupons via QR codes for purchases.

It was nice to see the TOCOBO pop-up truck, which I saw in Seongsu, in front of our company. I came out for lunch, tried the best-sellers, and got samples and discounts.

— Naver employeeDescribing their experience at the TOCOBO pop-up truck event held at the Naver 1784 building.

This trend highlights a growing strategy for brands to leverage Naver's corporate headquarters for direct consumer interaction and market testing, moving beyond online collaborations. Brands are increasingly choosing corporate campuses over traditional commercial hubs like Seongsu for these events. This allows them to gauge real-time employee reactions to new products, which can then inform their online sales strategies.

This is to add meaning to the various collaborations we have done with Naver since the initial launch to help new products successfully settle in the Korean market, and to inform Naver employees about new products and provide opportunities for them to experience them directly.

— Naver representativeExplaining the brand's initiative to host pop-up events at the 1784 building.

Naver has been actively collaborating with various indie beauty brands, including About Tone, Bushman, Novev, and Naming. TOCOBO, known for its success in the South American market, has designated Naver's Brand Store as its official e-commerce channel in Korea, seeing a 53% increase in Brand Store transactions last month due to promotions like N-Shipping and live shopping collaborations.

Other companies are also utilizing the 1784 space. Korean Mars's "Snickers Ice Cream" truck visited last month, with about 1,500 employees participating. Samsung Electronics also hosted an experiential booth for its Galaxy Z8 series, attracting around 800 employees interested in new technology. Naver plans to continue this initiative, hosting more mini pop-ups with brands in its Knockit fashion service and other key partners throughout the second half of the year.

In the second half of the year, we plan to continue using 1784 as a collaboration space to test new products and marketing methods with key brands, including opening mini pop-ups with brands that have entered Knockit.

— Naver representativeOutlining future plans for the 1784 building as a brand collaboration space.
DistantNews Editorial

Originally published by Dong-A Ilbo in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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