Yoajeong runs cup bingsu pop-up at Lotte World Mall through July 14

Premium dessert brand Yoajeong is running a pop-up store (pictured) on the first below-ground floor of Lotte World Mall in Jamsil through July 14 to celebrate the launch of its new cup bingsu lineup.

The pop-up is built around the concept of "the definitive cup bingsu," designed to let customers enjoy the brand's signature snowflake shaved ice solo and on the go — a nod to the growing consumer preference for convenient dessert options.

Five cup bingsu varieties are available at the pop-up: premium fresh mango, watermelon, Haenam sweet corn brûlée, Time Out Dubai dark chocolate, and chewy injeolmi red bean. Chapssal tteok (glutinous rice cakes) and bakery items are also on offer as accompaniments.

The new menu has drawn strong interest for maintaining the taste and quality of Yoajeong's premium bingsu while starting at the accessible price of 3,800 won.

During the pop-up run, Yoajeong will hold a lucky draw event with various prizes.

"We hope customers will come to the pop-up store this hot summer and experience Yoajeong's one-of-a-kind original snowflake bingsu for themselves," a company official said.