[Edaily Reporter Kim Ji-woo] Lotte Wellfood’s ice cream brand, Dwaeji Bar, is meeting consumers through a bakery-themed pop-up store. The plan is to reinterpret the long-standing brand image with a retro-chic sensibility, featuring the new product “Dwaeji Bar Bread” launched this year.

#Lotte WellFood announced on the 7th that it will operate the "Dojiba Bakery since 1983" pop-up store near Sharosu-gil in Bongcheon-dong, Seoul, until the 21st.

This pop-up store is designed based on the universe of “Dwaejang-nim,” the Dwaejiba brand’s mascot. The space features the history of the Dwaejiba brand and the story of how Dwaejang-nim came to develop Dwaejiba Bread.

The main product of the pop-up is the recently launched Dwaejiba Bread. Dwaejiba Bread is a product that combines Dwaejiba ice cream with monaka wafers. By presenting it with a bakery concept, Lotte Wellfood has added a fresh new image to the existing ice cream brand.

Interactive events for visitors have also been organized. The “Custom Pig Bar Bread” event allows participants to draw a random topping from a vending machine on-site and receive a Pig Bar Bread topped with that specific topping.

Additionally, chocolate pens were provided so that visitors could decorate the outer surface of the Pig Bar Bread’s monaka wafer and participate in the “Bamti Pig Bar Bread Decoration Contest” currently running on social media.

Inside the pop-up store, a photo zone for taking commemorative photos and a prize zone where visitors can win Pig Bar Bread merchandise have also been set up.

A Lotte WellFood representative stated, “We planned this pop-up store so that Pig Bar, which has been loved for 43 years, can appeal to the MZ generation in a fresher and more fun way,” adding, “We will continue to roll out unique marketing campaigns that allow customers to discover new joys within the familiar.”