Korean Fisheries Association initiates global K-Fish pop-up store campaign

A K-Fresh booth

The Korean Fisheries Association has expanded a global marketing campaign for South Korean seafood that has opened temporary “pop-up” shops in 17 countries around the world.

As part of the “K-Fresh Journey of Taste” campaign, the association has already put up “pop-up” K·Fish “pop-up” stores in 15 countries, including most recently in Belgium, Canada, and Malaysia. The campaign was recently expanded to 17 countries.

Launched in 2017, K-Fish markets government-certified South Korean fishery exports.

On 3 November, a K-Fish pop-up opened in the Wang Li Supermarket in Belgium, an Asian market near Brussels’ iconic Grand Place.

“Visitors to the K-FISH pop-up space will get a unique impression of Korea's culinary journey, enjoying tastings of popular Korean seafood dishes such as gim (seaweed) and eomuk sausages,” the Korean Fisheries Association said in a press release.

Attendees who participated in a survey or who liked posts on the K-Fish Instagram account received free merchandise.

“This pop-up store is planned to introduce the certified Korean brand "K-FISH - Safe and Healthy Korean Seafood" to local consumers in Belgium and to expand exports,” KFA said. “By allowing visitors to see, taste and experience K-FISH products first-hand, this event aims to create unforgettable memories for visitors.”

A similar event began 11 November at the Cuckoo Brand Gallery in Kuching, Malaysia. Participants engaged in cooking lessons using seaweed and tuna, and received swag. Cuckoo International is a fast-growing household brand in the Southeast Asian nation.

And K-Fish pop-ups also showed up in Jakarta, Indonesia in September 2023, at the Toronto Korean Festival in August 2023, and in Manila, the Philippines in June 2023. 

The campaign has also made stops in France and Singapore, and there are plans to bring events to China, Taiwan, Vietnam, Japan, Thailand, the U.S., Germany, and Australia.

Photo courtesy of K-Fish


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