E-mart24 is holding its rice cake pop-up season 2. [E-mart24]
E-mart24 is holding its rice cake pop-up season 2. [E-mart24]

E-mart24 announced it will hold a one-day limited sale of "chapssal mochi" — the signature product of Sokcho's popular rice cake shop Yukgu Bangatgan — at its flagship Trend Lab Seongsu store on Friday. The chewy rice cake has spread rapidly by word of mouth among the MZ generation.

The event follows the success of a season 1 rice cake pop-up held in September, when E-mart24 showcased 11 popular products from Busan's Yeongdo Bridge Tteok Shop and North Jeolla Province's Iksan Nonghyup Tteok Bangatgan at its Trend Lab Seongsu and Dessert Lab Seoul Forest locations over four days.

E-mart24's cumulative rice cake sales through October rose about 71 percent from the same period a year earlier. Fusion rice cake products incorporating ingredients popular with younger customers — such as matcha, yogurt and castella — have been particularly well received, the company said.

"We will continue to discover trending desserts and local eateries from SNS and offer differentiated products and pop-up events so customers can enjoy a unique culinary experience at E-mart24," said Choi Myung-su, a merchandise director on E-mart24's bakery team.


siuu@heraldcorp.com