It is the “APEC 2025 KOREA” edition that was released in partnership with Buchang Jegwa, a dessert brand famous for walnut bread. This project is a collaborative project in which FG, a youth company, and the National Museum and Cultural Foundation joined forces to “successfully host the APEC 2025 Gyeongju Summit.”
The National Museum of Korea, which has attracted public attention with the “K-pop Daemon Hunters craze,” is said to have collaborated with young companies to come up with new products. It draws public attention in that it has collaborated with walnut bread, a traditional dessert, and traditional cultural heritage souvenirs found in museums. The collaboration, which combines Korea’s unique taste and taste, contains the message that “the most Korean is the most global.”
Starting from the 24th, limited edition products and representative mues will be sold at the “Buchang Confectionery X National Museum Collaboration Pop-up Store” at Shinsegae Department Store’s Gangnam branch. After that, the APEC edition lineup will be released sequentially on the official Instagram of the Buchang Confectionery. The limited edition includes popular products such as Shilla’s smile pouch, tiger tray, celadon keyring, and celadon cup set. To commemorate the collaboration, Buchang Confectionery introduced a new limited edition of the fall season, “Purple Sweet Sweet Potato Walnut Gift Set.” The product contains the sweetness of sweet potatoes and the flavor of walnuts and will be sold exclusively during the pop-up period of Shinsegae Gangnam branch. Given that it is a limited edition product, it is expected to be sold out early, with inquiries continuing even before its release, according to Buchang Confectionery.
“This collaboration is not just a product launch, but a message that Korean culture and food are moving toward the world,” said Lee Kyung-won, CEO of FG. “It will become a new standard for K-food created by tradition and trend, public and private.”
FG and Buchang Jegwa are launching the “Smile Race” campaign with a number of celebrities, wishing for the successful hosting of the “APEC 2025 Race.” The campaign is in the form of an SNS relay involving hundreds of famous people including Kim Joon-soo, Park Na-rae, Tak Jae-hoon and Park Ji-sung. It is a public participation project aimed at promoting the cultural value and charm of Gyeongju at home and abroad and spreading the positive image of Korea through K-culture.
SALLY LEE
US ASIA JOURNAL
