Artisan Hangwa Opens Pop-up at Don Quijote Shinjuku in Tokyo
Creatrip Team
5 months ago
Artisan Hangwa, a handmade yakgwa (Korean traditional honey cookie) brand founded in Uijeongbu, will run a pop-up store at Don Quijote Shinjuku in Tokyo from November 1–11. Building on its 2025 Brand Customer Loyalty Award in the yakgwa category and viral ‘yakketting’ (yakgwa + ticketing) trend, the brand aims to introduce K-dessert yakgwa to Japanese consumers. The pop-up will reveal the local product lineup and promotions, following Artisan Hangwa’s collaborations such as with yogurt brand Yogurt Purple. CEO Kim Gyu-sik, whose family includes a master han-gwa (traditional Korean confection) maker, emphasized continuing meticulous, traditional production despite decades of experience. With yakgwa gaining attention on social platforms like TikTok and Instagram, industry observers see this move as a potential model for overseas expansion of traditional Korean snacks.
