Refer to the official article: Sàn Diễn 24h
Opening Day Buzz at Bùi Viện
Discover Saero Soju Pop-Up – an immersive Nine-Tailed Fox cave experience by Samson Production and Lotte Chilsung.
Pop-up store interior and decorations (Source: Samson Production)
On its opening day, the Saero Soju Pop-Up Store at Bùi Viện, District 1—realised in a creative partnership between Samson Production and Lotte Chilsung Beverage, one of South Korea’s leading beverage companies—became the talk of the town. The pop-up drew excited young crowds who lined up around the venue, eager to enter and explore the mystical Nine-Tailed Fox’s Cave, the legendary realm of Saero’s symbolic mascot.
Immersive Cultural Experience
Inside the pop-up, visitors stepped into a carefully designed space that felt like entering another world. The Nine-Tailed Fox’s Cave was brought to life with creative set design, glowing lights, and atmospheric sound, making every corner a perfect spot for photos and videos. Guests could explore interactive digital installations that blended myth and modern technology, turning the Korean legend into a playful, engaging experience.
To complete the journey, free Saero Soju cocktails were served, allowing visitors to enjoy the taste of Korea while exploring the space. One of the highlights was the chance to dress up in traditional Hanbok, giving young people in Ho Chi Minh City the opportunity to experience Korean culture in a fun and memorable way. Many shared their photos instantly on social media, helping the pop-up go viral and creating a buzz that extended far beyond Bui Vien.
Visitors exploring and capturing moments at the pop-up (Source: Samson Production)
This immersive pop-up isn’t just a store, it’s a sensory journey blending myth, design, and brand storytelling. It has quickly become one of the most buzzed-about experiences among thousands of young Vietnamese locals, offering a fresh way to connect with Saero Soju’s cultural heritage.