Dongsuh Foods Corp.'s Oreo Valentine Pop-up Store at Starfield Hanam in Gyeonggi Province, February / Courtesy of Dongsuh Foods Corp

Dongsuh Foods Corp. is experimenting with Oreos by introducing diverse consumer experiences to keep entertaining the local market for one of the world's oldest sandwich cookie brands, according to the country's major food company, Tuesday.

The range of promotional events is as various as the cookie's different flavors, collaborating with celebrities and hosting pop-up stores that invite passersby to play a game. As its brand boasts over 100 years of history and global popularity, Oreo's identity is built on public friendliness. It is a key that Dongsuh can rely on whenever it comes up with a new promotional campaign for the product.

The company, to celebrate this year's Valentine's Day, held the Oreo Valentine pop-up store at two Starfield malls in Gyeonggi Province for a month starting Feb. 2.

At Starfield Hanam and Starfield Goyang, the pop-up store was divided into a Maze Zone and a Play Zone and offered plenty of fun activities for shoppers, including a touch-screen game, a ball pool, a 10-second-long video clip recording and a make-your-own-Oreo challenge.

Dongsuh presented another pop-up store for a month last year in Seoul where the company celebrated Oreo's "birthday" on May 25. (The letter O and number 5 are pronounced the same in Korean.) The company promoted the brand to 35,000 shoppers by sharing its 111 years of history and reminding them of its global popularity.

In February 2023, Dongsuh promoted Oreo in collaboration with K-pop girl act BLACKPINK as the company wanted to infuse the group's signature colors into the cookies. "Oreo X BLACKPINK," which came in a limited number, had pink filling for strawberry flavor and black filling for dark chocolate.

"Oreo is the world's most beloved dessert cookie brand for over a century," a Dongsuh official said. "And our marketing method for the brand is to deliver fun, unique characteristics to consumers." (Advertorial)