Retailers set up 'cooling booths' at Pentaport Festival to offer brand experiences amid heat

As the summer vacation season kicks into high gear, South Korean companies are leveraging the Pentaport Rock Festival to connect with consumers. The annual music festival, now in its 21st year, is expected to draw around 160,000 attendees to Incheon's Songdo Moonlight Festival Park from July 31 to August 2.

With the national weather service forecasting intense heatwaves, with temperatures expected to reach around 35 degrees Celsius (95 degrees Fahrenheit), businesses are establishing "cooling booths." These spaces offer festival-goers a respite from the heat while simultaneously serving as a platform for brand promotion. Lotte Chilsung Beverage's "2% Cooling Station" features a tasting zone, an experience zone, and a photo zone, offering free samples of their drinks and branded merchandise for social media engagement.

Kyochon F&B, known for its fried chicken, has set up the "Kyochon Energy Station" in a large refrigerated container. Festival attendees who download the Kyochon Chicken app and register can access the rest area and charge their mobile phones. They also receive fans and scratch cards, with opportunities to win product coupons. This initiative reflects a broader trend of companies using large-scale events to enhance offline brand experiences and customer loyalty, especially during challenging weather conditions.

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We hope it becomes a space where visitors can recharge their energy and experience our unique brand.