Samjin Amook brings new store concept to Busan's Gwangalli

Samjin Foods’ fish cake brand Samjin Amook opened a pop-up space in Gwangalli area, a popular beach area in Busan, on Saturday, testing a new store concept through local brand partnerships and limited-edition products. The pop-up, THE WAVE Gwangan, is designed as a new brand-experience venue where customers can try the brand’s products, take photographs and participate in lifestyle programs with seasonal content and activity-based events, the company said. Samjin Foods said the location is intended to make greater use of Gwangalli’s tourist traffic and local lifestyle culture, while providing a setting where customers can encounter the brand outside its conventional retail format. “THE WAVE Gwangan is a place where Samjin Amook, which began in Busan in 1953, can create new moments of enjoyment with customers by Gwangalli Beach,” the company’s CEO Park Yong-jun said. “We will continue to introduce brand collaborations and lifestyle content that distinguish the space from our existing stores and show visitors to Gwangalli a new side of Samjin Amook.” The venue features a ter