CreatripTeam

South Korea’s hamburger market has grown to about 5 trillion won, but In-N-Out Burger remains cautious about a full entry. The US West Coast chain held a limited 4-hour pop-up in Seoul’s Cheongdam district, selling 450 servings and attracting long lines and interest from Korean retailers. In-N-Out—founded in California in 1948 and still family-run—limits expansion to protect quality: patties are never frozen and fries are made from whole potatoes on order, so stores open only within same-day fresh-delivery range. The chain has staged periodic pop-ups in Korea since 2012 and registered its trademark locally; industry observers view pop-ups as a way to prove “use” under trademark law. Analysts note Korea’s compact geography and advanced logistics could suit In-N-Out’s freshness model, and strong offers from Korean conglomerates could speed negotiations, so a future formal launch remains possible. (pop-up: temporary promotional store)