ASEAN-Korea Centre's pop-up store ASEAN Flavor Town is set up at the Lotte Department Store in Seoul, Friday. Courtesy of ASEAN-Korea Centre

The ASEAN-Korea Centre is hosting a pop-up store called ASEAN Flavor Town, at the Lotte Department Store in downtown Seoul until this Thursday in a special event featuring a wide array of ASEAN food and beverage products, including fruits, sauces, snacks and beverages.

The event is designed to showcase the rich culinary diversity of the ASEAN region to Korean consumers.

This marks the first collaboration between Lotte Department Store and the ASEAN-Korea Centre to organize a pop-up store exclusively dedicated to ASEAN food and beverages.

The event introduces not only familiar ASEAN products but also new items that are expected to captivate the taste buds of visitors. Products are available at discounted prices, and various souvenirs are offered based on purchase amounts.

The pop-up store also serves as a pre-promotion for the 2024 ASEAN Trade Fair, scheduled to take place from Aug. 8 to 11 at COEX in Seoul.

This annual flagship program commemorates ASEAN Day, which celebrates the foundation of ASEAN on Aug. 8, 1967. The trade fair will invite promising food and beverage companies from ASEAN countries, providing them an opportunity to exhibit their products and engage in business meetings with Korean buyers.

"The ASEAN-Korea Centre has been hosting the ASEAN Trade Fair since 2009 to support ASEAN small- and medium-sized enterprises (SMEs) in entering the Korean market, promoting active trade activities between ASEAN and Korea," ASEAN-Korea Centre Secretary-General Kim Jae-shin said.

"This pop-up store aims to expand the focus of the event from a B2B perspective to include the public, introducing a variety of ASEAN products to Korean consumers. It will provide a good opportunity for more active ASEAN-Korea trade in the food and beverage sector."