Hyundai Green Food, a subsidiary of Hyundai Department Store Group, is teaming up with Kobeya, a 108-year-old Japanese bakery, to introduce a trendy dessert brand to South Korea. The company is set to launch PIE mania, aiming to captivate visitors with its unique sweet treats.
Kobeya announced on the 9th that it has partnered with Hyundai Green Food to open PIE mania pop-up stores at Hyundai Department Store's Pangyo and Apgujeong locations.
The pop-up will be at the Pangyo store from the 13th to the 19th, then move to the Apgujeong store from the 20th to the 26th. Dessert lovers can indulge in four mouthwatering options: Custard Apple pie, Ringo Apple pie, Purple Sweet Potato Apple pie, and Leaf Pie. The Custard Apple pie offers a decadent blend of whipped cream and custard. For apple enthusiasts, the Ringo Apple pie showcases the fruit's natural texture. The Purple Sweet Potato Apple pie is a visual delight, topped with whipped cream and sweet purple potato mousse. The Leaf Pie features a buttery, apple-filled crescent pastry.
This pop-up is perfectly timed to catch the wave of young foodies obsessed with global dessert trends, from Dubai-inspired Doojjongku to Chinese favorites like tanghulu and towel cakes.
Pop-up stores have become the retail industry's secret weapon. Hyundai Department Store is going all out, using food and cosmetics pop-ups alongside exhibitions to attract both local shoppers and tourists looking for unique experiences.
A Hyundai Department Store spokesperson dished, "Pop-ups used to be space fillers, but now they're the main attraction. We're tapping into the craving for new experiences by serving up a smorgasbord of quirky pop-ups that keep customers coming back for more."
PIE mania is the brainchild of Kobeya, a bakery that's been perfecting its craft since 1918. Their Apple pies are a game-changer – perfectly sized to fit in your hand for on-the-go snacking. In Japan, they're already creating buzz as the "small but mighty" pie, praised for their innovative twist on a classic favorite.
