Kkaekkeuthan Nara's feminine care brand Soonsuhan Myeon held a moving pop-up event at major university campuses in Seoul and at AK Valley in Seongsu, expanding hands-on touchpoints with female customers in their 20s and 30s. [Kkaekkeuthan Nara]
Kkaekkeuthan Nara's feminine care brand Soonsuhan Myeon held a moving pop-up event at major university campuses in Seoul and at AK Valley in Seongsu, expanding hands-on touchpoints with female customers in their 20s and 30s. [Kkaekkeuthan Nara]

Four-day experiential event hits major Seoul campuses and Seongsu AK Valley

Visitors line up to try new 'Silky Soft' product at hands-on booths

Kkaekkeuthan Nara announced Monday that its feminine care brand Soonsuhan Myeon held a "Soonsuhan Myeon Moving Pop-Up" at major university campuses in Seoul and at AK Valley in Seongsu, expanding experiential touchpoints with female customers in their 20s and 30s.

The four-day event ran from April 7 to 10, moving sequentially through Manhae Plaza at Dongguk University's Seoul campus, Bulgeun Plaza at Hankuk University of Foreign Studies' Seoul campus, the Sunheon Hall intersection at Sookmyung Women's University's first campus, and AK Valley in Seongsu.

Timed to coincide with the spring uptick in outdoor activity, the company organized the pop-up around high-traffic areas frequented by women in their 20s and 30s, giving visitors a chance to try the new Soonsuhan Myeon Silky Soft product firsthand.

On-site booths let visitors assess the smooth feel that is the product's core selling point. Sampling stations and light refreshments drew steady foot traffic throughout the event.

The company said hands-on trials focused on the product's softness and feel were particularly active, and that visitors responded positively to its features after trying it.

Soonsuhan Myeon Silky Soft was developed with an emphasis on the sensation of first contact with skin. Its topsheet combines pure cotton with 0.8-denier microfiber — finer than cashmere — to deliver a soft, gentle feel. The product is designed to be comfortable even for sensitive skin.

Kkaekkeuthan Nara said it plans to incorporate customer feedback and reactions gathered at the pop-up into future improvements to product quality and the user experience.

"Through this experiential promotion, consumers were able to directly experience the differentiated product quality of Soonsuhan Myeon Silky Soft," a company official said. "We plan to continue expanding brand experiences at customer touchpoints and to further strengthen targeted marketing going forward."

Meanwhile, Soonsuhan Myeon is a 100-percent pure-cotton cover sanitary pad brand that Kkaekkeuthan Nara launched in 2011. The brand ranked No. 1 in the pure-cotton cover sanitary pad market by purchase volume for four consecutive years, according to global market research firm Kantar Korea.


hong@heraldcorp.com