[Provided by Lotte Wellfood]
[Provided by Lotte Wellfood]

Xylitol, the flagship gum brand of Lotte Wellfood, is running an experiential pop-up store called "Xylitol School" in Seongsu-dong, Seoul, through Oct. 28, offering visitors guidance on healthy dental care habits.

Designed around a school concept, the pop-up is themed "Dental care habits learned through chewing." Visitors enroll in Xylitol School and work through a series of activities — including measuring oral pH levels and completing missions — to learn the proper way to consume xylitol and build good dental hygiene routines.

Those who complete all missions and receive a report card are given a DIY experience to decorate their own personalized xylitol container. The space also features photo zones with brand characters "Principal Hyvää" and "Tuby," along with a graduation certificate photo booth.

Lotte Wellfood said the Seongsu-dong pop-up is part of its strategy to expand its reach among younger consumers, including the so-called "Zalpha" (Generation Z and alpha) demographic. The company plans to reinforce xylitol consumption as an everyday essential for dental health, strengthening the brand's competitiveness. New brand campaigns are also set to roll out across television and online platforms.

"Xylitol School was designed as a space where visitors can directly observe how their oral environment changes before and after consuming xylitol, and experience firsthand why dental care habits matter," a Lotte Wellfood official said. "We will continue to accelerate marketing efforts that effectively deliver the Xylitol brand experience and broaden our touchpoints with consumers."


korean@heraldcorp.com