Coca-Cola launches local branding project in Seoul's Haebangchon

Coca-Cola has launched the ‘Coca-Cola X Haebangchon’ project, a local collaboration initiative with 18 shops in the Haebangchon alleyway shopping district in Yongsan-gu, Seoul. This project expands upon a previous collaboration held in Sinheung Market last year.

As part of the initiative, 15 of the participating stores have completed spatial branding that integrates their unique identities with Coca-Cola’s brand assets. This includes customized signage, awnings, lighting, and menus. Examples include a soccer-themed design for ‘Chi-Mc Life’ and Arabic-inspired motifs for ‘Casablanca.’

The project also includes cultural elements, such as permanent murals created by French artist Léon Moreau in Sinheung-ro. Coca-Cola stated that the strategy aims to move beyond traditional advertising to create brand experiences through local culture and street-level engagement, ultimately seeking to revitalize the local commercial area.