PERIOD 2021-09 ~ 2021-11

“Topokki & Malibu with HCS” is a fascinating combination of Koreans’ favorite spicy snack food “topokki” and fresh and sweet “Malicool”

Pernod Ricard Korea’s coconut-flavored rum liqueur brand, MALIBU, collaborated with the topokki brand Happy Cheese Smile (HCS) to introduce a limited-time special menu, “Topokki & Malibu with HCS.” The collaboration aimed to showcase the combination of spicy topokki and sweet MALIBU, accompanied by a pop-up store at Happy Cheese Smile’s Yeonnam location in Seoul.

“Topokki & Malibu with HCS” was part of the “Topokki & Malibu” campaign that MALIBU had been running since 2020. Through its collaboration with Happy Cheese Smile, a topokki brand that was gaining popularity among Generation MZ at the time, the campaign offered consumers an opportunity to experience the distinctive combination of spicy topokki and sweet MALIBU, known as “spicy and sweet.”

At the Happy Cheese Smile pop-up store in Yeonnam-dong, Seoul, various interactive promotions were organized around the combination of topokki and MALIBU. These included “Topokki MBTI,” a simple personality-style test that recommended topokki dishes and Malicool recipes based on visitors’ preferences, and the “MALIBU BAR,” where visitors could sample Malicool cocktails prepared by a professional bartender. A “Mirror Photo Zone” featuring cute and trendy illustrations inspired by topokki and MALIBU also provided visitors with another way to enjoy the pop-up experience.