Boosted by the enduring popularity of K-pop culture among Thais, a new establishment called "Boggle Boggle", which resembles the late-night street food eateries or iconic red tents commonly featured in South Korean television shows, has recently arrived in Thailand.
Boggle Boggle, a Korean noodle pop-up store, officially opened its doors on June 24 on the third floor of Siam Discovery, catering to the younger generations of Thais who embrace K-culture.
Speaking during his visit to Thailand on June 23, Tae Yong Kim, senior executive vice-president and head of domestic business at Innocean, Hyundai Motor Group's global marketing communication enterprise, said Innocean decided to collaborate with Siam Piwat Co, the operator of Siam Center, Siam Discovery and Iconsiam, to open the first Boggle Boggle pop up store in Thailand.
He said Bangkok is one of the world's most popular tourist destinations and Thai people are fond of many forms of K-culture, ranging from food and beverages, fashion and beauty to music, entertainment and TV series.
The interior of Boggle Boggle, which occupies a 342-metre space on the third floor of Siam Discovery, is adorned with decorations.
The store brings together the four largest and best known Korean "Ramyun" brands, namely Samyang, Ottogi, Nongshim and Paldo, providing customers with a choice of 20 toppings.
Additionally, the store provides other food and drink options, such as "Bibigo" dumplings and kimchi.
Some recipes at Boggle Boggle have been created specially by a chef to cater to Thai tastes.
Furthermore, the store includes merchandise sales zones and an artificial intelligence booth from Line Webtoon, offering interactive entertainment for customers.
According to Mr Kim, in addition to the strategic alliance between the two major companies, notable partners such as We Cook and Sukishi have actively contributed to this collaboration.
They not only help various aspects of the project reach the Thai target audience more effectively but also showcase the familiar Ramyun cuisine as a symbol of connection, bridging gaps and introducing K-culture to Thai people.
According to Mr Kim, the core concept behind Boggle Boggle was inspired by late-night street food eateries or the iconic red tents often portrayed in Korean TV series. These locations have become must-visit destinations for travellers seeking unique dining experiences, and Boggle Boggle aims to replicate this ambience.
Customers could try Boggle Boggle in two ways -- in the store's dining area or via a cook-it-yourself zone, Mr Kim said.
"If this first Boggle Boggle pop-up store receives a warm welcome from Thai customers, we may consider exploring opening new pop-up stores in other provinces. In addition to ramen, we plan to launch several projects in Thailand, including other K-food, K-beauty, and K-content offerings," said Mr Kim.
