Samjin Eomuk to Open ‘THE WAVE Gwangalli’ Brand Pop-Up in Busan

Samjin Eomuk is bringing a new wave of fish-cake culture to Gwangalli, with a waterfront pop-up designed to be more than a conventional retail store. Samjin Foods will officially open THE WAVE Gwangalli in Busan’s Suyeong district on the 5th.

The space takes its concept from Samjin’s origins in Busan in 1953 and its new setting beside Gwangalli Beach. Visitors will be able to look out toward the sea and Gwangandaegyo Bridge from the store. A front terrace and photo spots are intended to make the venue itself part of the experience.

The menu includes items available only in Gwangalli, such as the giant cheese stick, a large fish-cake product filled with cheese, along with kimchi-fried-rice fish-cake balls and beef-fried-rice fish-cake balls. The company is also collaborating with Busan brands. Together with Yongho-dong Halmae Patbingsu, it developed a sweet pumpkin snowflake red-bean shaved ice dessert. Four drinks created with Fuzzy Navel take their names and inspiration from the Gwangalli sea: Blue Sea, Sunshine, Sunset and Night Sea. Customers can order them as ade drinks or highballs.

For the opening, Samjin Foods will sell 100 giant cheese sticks and 100 portions each of the two fried-rice fish-cake balls per day at 1,000 won apiece. In September, it plans to work with running specialty store Racessment on a running crew program linked to Gwangalli’s running culture. Samjin Foods CEO Park Yong-joon said the venue would present brand collaborations and lifestyle content not offered at the company’s existing stores.

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Through THE WAVE Gwangalli, we will present brand collaborations and lifestyle content that differ from our existing stores.