Yuju Delights Fans with Ethereal Visuals at Lotte Chilsung’s ‘Saero’ Pop-Up Experience
South Korean singer Yuju, formerly of GFriend, captivated fans as she visited Lotte Chilsung Beverage’s latest immersive pop-up experience in Seoul, themed around their craft soju brand Saero. The pop-up, infused with tradition and trendy design, offers a unique blend of cultural nostalgia and modern aesthetics.
Yuju explored the event’s photogenic installations, including an AI-powered photo booth titled ‘Room of Spells,’ where visitors can watch themselves transformed into characters from Korean folklore. She also posed for photos by a table inspired by the graceful architecture of ‘Poseokjeong,’ further blending history with playful futurism.
The singer’s outfit – a sky-blue knit top paired with a white mini skirt and beige boots – flawlessly complemented the ethereal atmosphere of the venue, amplifying her serene yet stylish charm.
Beyond visual experiences, the pop-up offers engaging attractions such as the ‘Juryunggu Game,’ where attendees can win exclusive Saero merchandise and enjoy promotions from local partner venues. A uniquely curated dining menu, developed in collaboration with celebrated culinary figure Jo Seohyung (Chef from ‘Jangsagenius Jo Seohyung’), presents four Korean-fusion dishes including Galbi patties and Gim-bap with Gamtae seaweed. Guests may also indulge in themed desserts and soju-based cocktails on-site.
The event reflects Lotte Chilsung Beverage’s innovative marketing approach by aligning trendy pop-culture aesthetics with deep-rooted cultural elements, successfully creating a youth-targeted experience.
This pop-up not only highlights Yuju’s versatility as a style icon and entertainer but also draws attention to Korea’s emerging trend of immersive, lifestyle-centric branding experiences.
