Chosun Ilbo Economy (Joseilbo) | ‘Naesoong Girl Special Pack’ Meets Pop-Up Cafe… Nescafe Steps Up Its Marketing Push
Joseilbo reported on Lotte Nestle Korea's launch of the 'Nescafe Supremo X Kim Hyun Jung Art Tumbler Special Pack' together with news of Nescafe's campus pop-up cafe events, covering how Korean painter Kim Hyun Jung's 'Naesoong girl' painting was used in the tumbler design.
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Nescafe, the coffee brand of Lotte Nestle Korea, has been drawing industry attention this month by stepping up its market push -- unveiling a special pack that captures, in painterly style, the mood of the 'Naesoong girl' savoring a cup of coffee, in collaboration with painter Kim Hyun Jung, while also visiting university campuses to set up and run pop-up cafes.
Here is the related news shared by the company.
Nescafe Supremo Launches Korean Painter Kim Hyun Jung Art Tumbler Special Pack
First, the company's premium coffee-mix brand 'Nescafe Supremo' unveiled a limited special product, the 'Nescafe Supremo X Kim Hyun Jung Art Tumbler Special Pack,' created in collaboration with Korean painter Kim Hyun Jung.
The special pack is notable for capturing, in the artist's characteristically delicate and distinctive style, the mood of the moment when Kim Hyun Jung's signature 'Naesoong girl' savors a cup of Nescafe Supremo coffee.
Nescafe Supremo is known for the deep flavor and aroma achieved by applying Nescafe's proprietary 'Gold Lock' technology to premium Ethiopian beans.
According to the company, Gold Lock technology is Nescafe's own freeze-drying method that finely grinds and freezes coffee powder grain by grain, delivering fresh flavor and aroma that bloom to their peak the moment water is poured in.
Meanwhile, Kim Hyun Jung, named to Forbes' 'Asia's 30 Under 30' list, is a Korean painter who has gained fame as the 'idol of Korean painting.' The 'Nescafe Supremo X Kim Hyun Jung Art Tumbler Special Pack' consists of Supremo coffee mix (180 sticks) and the art tumbler.
"Nescafe Is Visiting University Students at the Start of the New Semester!"
Lotte Nestle Korea also announced on the 11th that, to cheer on university students starting the new semester in September, it would run 'Nescafe Campus Pop-Up Cafes' at major university campuses.
The event will feature not only Nescafe coffee tastings but also a variety of programs for students to enjoy.
First, the 'Throw the Nescafe Big Stick' event will invite students to throw a giant Nescafe hula-hoop-style prop, and all participants will receive various prizes, including Nescafe Crema Big Stick sticks (an actual box of 300), Crema Antique Bottles, and Nescafe Red Mugs. Nescafe Honey Gold, Nescafe Crema Intenso Americano, and Nescafe Crema Caramel Macchiato iced coffee will also be offered free of charge.
In addition, coloring yut-nori boards featuring each campus's scenery and giant Red Mug photo zones will be set up by school, and photos taken there and posted on social media with the event hashtag will enter a drawing for prizes.
[Portion undecipherable: a sentence detailing the pop-up cafe schedule could not be read clearly due to low scan resolution] The events will proceed in order at Dongduk Women's University (12th), Kookmin University (13th), Yonsei University (14th), Korea University (19th), Sungkyunkwan University (20th), Seoul National University of Science and Technology (21st), Myongji University (26th), and Sungshin Women's University (27th).
Joseilbo / Min Kyung-jong, Senior Correspondent, kj-min@joseilbo.com
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