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Busan Metropolitan City to Open "Hwanggeum Yechan Rice Mill" Pop-Up Store Featuring Culinary Creations Made with Locally Grown Rice

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The Busan Metropolitan City Agricultural Technology Center (hereinafter referred to as the Center) announced that it will operate a pop-up store near Pusan National University starting October 31, featuring culinary creations made with Hwanggeum Yechan, a locally grown specialty rice variety.

The pop-up store is a follow-up initiative to the tasting and evaluation event held at Chef Gon Restaurant on August 4, where newly developed dishes featuring Hwanggeum Yechan rice were presented.

At the event, four newly developed products—salad, traditional Korean liquor, rice balls, and gelato—were introduced, highlighting the variety's distinctive characteristics, including its flavor and texture.

The pop-up store, designed around the concept of the "Hwanggeum Yechan Rice Mill," will combine exhibitions, sales, hands-on activities, and culinary programs to help consumers discover the rice's growing regions, the stories of local farmers, and its distinctive characteristics in an engaging and accessible way.

Pop-up store location: 16, Geumjeong-ro 68beon-gil, Geumjeong-gu, Busan

The pop-up store will showcase various culinary applications of Hwanggeum Yechan rice, focusing on the rice balls, traditional Korean liquor, and gelato developed for the tasting and evaluation event. These products will be displayed and sold according to their characteristics and operational conditions.

The Center will also offer a variety of interactive programs that allow consumers to experience the distinctive qualities and value of Hwanggeum Yechan rice firsthand, rather than simply tasting the products.

The "Hwanggeum Yechan Culinary Experience" will take place on October 31 and November 21, while the "Making Rice Crispy Snacks" program, featuring Hwanggeum Yechan rice, will be held on November 7 and 14.

Throughout the pop-up store's operation, visitors will also be able to explore ongoing exhibitions introducing the Hwanggeum Yechan brand and its growing regions, view newly developed products, and purchase related merchandise, creating more opportunities for direct engagement with consumers.

Meanwhile, the Center plans to use this event as an opportunity to establish a virtuous cycle for expanding culinary applications of Hwanggeum Yechan, a locally grown specialty rice variety.

The cycle will encompass menu development, evaluations by experts and consumers, menu refinement, consumer experiences and sales, and promotion and performance analysis.

The Center will survey visitors about their menu preferences, purchase intentions, and satisfaction with the programs. It will also conduct a comprehensive analysis of sales volumes, visitor numbers, and promotional results to support future commercialization of the products and their adoption by restaurants.

In particular, recipes for products that receive favorable consumer responses will be standardized and further refined in terms of commercial viability and ease of preparation, with the aim of expanding their use in restaurants and tourism-related culinary experiences.

Park Mi-jin, Director of the Busan Metropolitan City Agricultural Technology Center, said, "This pop-up store is particularly meaningful because it brings Hwanggeum Yechan products, previously tasted and evaluated by experts and consumers, directly to the broader consumer market."

She added, "We will go beyond menu development and evaluation by giving consumers opportunities to taste, experience, and purchase these products firsthand. Through this process, we aim to identify new opportunities for Hwanggeum Yechan rice in the consumer market and develop it into a signature local culinary brand representing Busan, one that enables both rice farmers and restaurant businesses to grow together."