E-mart 24 transforms into a tteok shop, bringing famous rice cake brands to Seongsu

E-mart 24 is turning two of its Seoul locations into pop-up rice cake shops. The convenience store chain said it will sell 11 popular products from Yeongdobari Tteokbang and Iksan Nonghyup Tteok Bangatgan at its Trend Lab Seongsu and Dessert Lab Seoul Forest stores from Thursday through Sunday.

Yeongdobari Tteokbang is a second-generation rice cake shop that has operated at Busan's Namhang Market since 1999, known for its pizza-style seolgitteok (a steamed rice cake). The event will feature pepperoni pizza seolgitteok, potato pizza seolgitteok, bulgogi pizza seolgitteok, cream cheese castella seolgitteok and corn cheese seolgitteok.

Iksan Nonghyup Tteok Bangatgan is a producer that has been in operation since 2017, gaining a following for its frozen rice cakes, including fresh cream chapssal tteok (glutinous rice cake). The event will showcase six varieties of chapssal tteok, including the fresh cream version.

Products will go on sale in limited quantities starting at 11 a.m. each day. "We will continue to introduce events and products so that customers can be the first to get their hands on the most talked-about items," said Choi Myung-su, a merchandise planner on E-mart 24's bakery team.