[Herald Economy=Reporter Kang Seung-yeon] Highlight Brands’ camping-lifestyle label, DOD, announced on the 22nd that it will operate a campervan project called 'DOD Cha(사진)' to bring the brand directly to consumers.The initiative turns the traditional retail model upside down: instead of waiting for customers to visit stores, DOD will go to them. The company has outfitted a campervan as a roaming hub to convey its free-spirited identity and to give customers hands-on chances to see and try products.
The name "DOD Cha" combines the Chinese characters for vehicle (車) and tea (茶). Like the calm and pleasure of brewing tea, the name is meant to evoke the sense of leisure and healing people find at a campsite.
Each stop runs as a one-night, two-day event. The tour launches late this month in Chungju and will visit Yeoncheon, Mungyeong and Gimje in May, followed by Yeongwol in June.
On site, staff will offer curated tea services tailored to moods—when you want to lighten your body, clear your head, or add the warmth of a campfire. The program also includes a spring/summer apparel and small-gear exhibition zone and a tent experience area.
DOD will provide consultations on each tent’s intended use, practical applications and ease of setup. The event zone will feature participatory activities for visitors, including board games and OX (true-or-false) quizzes.
A DOD spokesperson said the company plans to continue broadening its touchpoints with consumers through a variety of formats.
