Dongkook Pharmaceutical expands DK Life Store pop-ups to 11 locations

Dongkook Pharmaceutical is expanding its wellness lifestyle pop-up store, ‘DK Life Store’, to a total of 11 department store locations across South Korea through November. The initiative follows successful initial operations at six locations, including Lotte World Mall, Hyundai Department Store (Cheonho and Mia branches), Daegu Shinsegae, and Lotte Department Store Busan Main Branch, which generated cumulative on-site sales exceeding 200 million won.

The pop-up stores serve as experiential spaces where consumers can explore various brands under the Dongkook Pharmaceutical umbrella, including nutrition brand MyFit, dermacosmetic brand Centellian24, leg beauty brand Sensian, heat care brand Goodjam, and oral care brand Dentrix. In addition to product displays, the stores offer consultation programs to suggest health and beauty routines tailored to individual lifestyles.

New locations for the expanded rollout include Lotte Department Store Konkuk University branch, Daegu Shinsegae, and Hyundai Outlet Garden Five. The company aims to continue increasing offline touchpoints to provide differentiated brand experiences and communicate more closely with consumers.