[Provided by Uiseong-gun]
[Provided by Uiseong-gun]

Uiseong-gun in North Gyeongsang Province and Lotte Wellfood ran a pop-up store in Seoul on Friday and Saturday to mark the 20th anniversary of Uiseong Garlic Ham, the county announced Monday.

Uiseong-gun and Lotte Wellfood have maintained a partnership for 20 years since signing a mutual-cooperation MOU in 2006. In July, the two sides renewed the agreement, reaffirming their commitment to shared growth between local agriculture and business.

Since 2010, they have also run the Uiseong Garlic Ham Family Camp, using the event to promote Uiseong garlic and the region's appeal to consumers as part of a broader range of joint initiatives.

The pop-up, tied to Lotte Wellfood's 20th-anniversary brand campaign, was held Friday at Dong-A Ilbo Plaza and Saturday at Star Square in Hongdae.

Targeting consumers in their 20s and 30s — including office workers and university students — the event offered tastings of Uiseong garlic franks alongside stamp-rally activities and prize giveaways, introducing younger shoppers to Uiseong garlic and locally grown produce.

Following the pop-up, a moving truck will tour key areas of Seoul through Saturday, promoting the Uiseong garlic brand and the 20th-anniversary product Uiseong Garlic Frank Jikwa, a direct-flame grilled frank.

A second event, the Uiseong Garlic Ham Camp, is scheduled for Oct. 24-25 in and around Uiseong-gun.

Applications are open through Oct. 11, with 100 spots available.

"Building on 20 years of partnership, we will step up joint promotional and marketing activities with our corporate partner to secure new sales channels for local agricultural products and boost farm household incomes," Uiseong-gun County Mayor Choi Yu-cheol said.


kbj7653@heraldcorp.com