SUMADORI-BAR POP-UP in SEOUL

As the first overseas expansion project for the Japanese liquor brand Sumadori, we planned and managed the 'Sumadori Bar Pop-up in Seoul' with the goal of spreading a new drinking culture where people who drink alcohol and those who do not can enjoy together. With the concept of 'A Journey to Find Myself' based on an airport motif, we recreated a realistic travel experience from check-in to passport-style leaflets. Through experiential programs such as alcohol reaction tests and personalized cocktail diagnoses, we naturally communicated the non-alcoholic and low-alcoholic culture. We established a foundation for global expansion with trilingual signage and a media day, contributing to the awareness of Sumadori culture in Korea.