Maxim launches ‘Maxim Alley’ pop-up store in Gunsan

Park Bo-young, the model for Dong Suh Foods, poses at the company’s pop-up store ‘Maxim Alley,’ set up in Wolmyeong-dong, Gunsan, North Jeolla Province. (Dong Suh Foods)

Maxim, the company synonymous with instant coffee mixes in South Korea, has launched a pop-up store called Maxim Alley in the Wolmyeong-dong area of Gunsan. The pop-up will open its doors from October 17th, 2024, to November 17th to tap Gunsan’s appeal as a destination that blends 1980s and 1990s nostalgia with modern charm, making it especially popular among visitors in their 20s and 30s, Dong Suh Foods, which manufactures Maxim coffee, said on Thursday.

Maxim Alley features six themed spaces: Maxim Mill, Maxim Fortune, Maxim Supermarket, Maxim Playground, Maxim Herbal Clinic, and Maxim Real Estate. At Maxim Mill, visitors can explore coffee beans suited to their tastes and sample freshly brewed coffee with snacks. Maxim Fortune, which is designed like a tarot reading room, offers visitors the chance to enjoy T.O.P coffee and take photos at an Instagram-worthy photo zone. At Maxim Supermarket, guests can create personalized keychains as souvenirs.

Maxim Playground is an open outdoor space where visitors can enjoy coffee and chat with friends in a relaxed atmosphere. Meanwhile, Maxim Herbal Clinic recreates the ambiance of a traditional Korean clinic with wooden interiors. Here, visitors fill out a questionnaire, similar to a medical intake form, to request coffee samples that are customized to their preferences as well as tasting Maxim’s coffee blends and instant coffee mixes.

Maxim Real Estate serves as a brand showcase, displaying the entire lineup of Maxim products and providing insight into the brand’s identity. This space also hosts various interactive events for visitors. The Maxim MyPoint app offers real-time information about the alley’s layout, crowd levels, and other useful tips. Guests can also share their experiences and reviews on social media, according to the company.