'Local Trip Gourmet Pop-Up' opens June 17

Rooftop venue in central Seoul features local food and drink

10 F&B brands from 5 regions to participate

Evening program for after-work visitors

Mini brewery experience with traditional liquor tasting

Hands-on landmark keyring-making workshop

A pop-up event bringing together local food and beverage brands from across South Korea is set to open in central Seoul.

The Seoul Metropolitan Government and the Seoul Tourism Foundation will host "Local Trip Gourmet Pop-Up" (로컬트립 맛;잇다), a four-day event introducing regional food, drink and liquor from around the country, on the rooftop of the Local Tourism Antenna Shop (119 Sejongno, Jung-gu) from June 17 to June 20.

The event is designed to let visitors experience local cuisine in the city center and inspire them to travel to the regions featured. The name "Local Trip Gourmet Pop-Up" reflects the concept of connecting people and places through regional flavors. The venue will be open from 11 a.m. to 8 p.m. each day.

Ten brands from five regions — Gangwon Province, Gyeonggi Province, North Jeolla Province, Jeju and Seoul — will participate, spanning local snacks, food and liquor. Ungpai, Yuwol Jeju and Cafe&Me will offer snacks made from regional specialties, while Samcheon Sanghoe, Yam E Lab and Churrusme will present bar food reflecting local character. Montbeer, Yeoju Beer, Onmoju and December Brewery will provide traditional spirits and craft beers.

"This pop-up is an opportunity to experience outstanding regional tourism resources and culinary content right here in Seoul," said Kim Myeong-ju, director of Seoul's tourism and sports bureau. "We hope it will encourage tourists visiting Seoul to extend their journeys to other regions, and help foster a mutually beneficial tourism ecosystem where Seoul and the regions grow together."

The event goes beyond simple retail, operating as an experiential space. Organizers have created an urban dining environment set against the backdrop of Deoksugung's stone wall path and the Anglican Cathedral, aiming to extend visitors' time on site. A range of participatory programs will run throughout the event.

The main programs are an "After-Work Mini Brewery" session, where participants taste traditional liquors from eight regions and learn about their cultural background (advance reservation required); a landmark keyring-making workshop; and a "hidden local" discovery activity. The event will also feature a "destination by footstep" travel game, a delivery-app gift card giveaway and daytime busking performances.

Details about the event and reservation instructions for the "After-Work Mini Brewery" session will be released on the official Instagram account of the Local Tourism Antenna Shop.

"Local Trip Gourmet Pop-Up will broaden the travel experience of international tourists through local cuisine and ultimately generate greater economic impact," said Gil Gi-yeon, chief executive of the Seoul Tourism Foundation.


terry@heraldcorp.com