KOICA, South Korea's International Cooperation Agency, recently accomplished significant recognition with its pop-up store initiative titled 'PeKO Peace Forest.' This pop-up store, held from November 8 to 10, 2023, near Seoul Forest, garnered the Excellence Award for the Character/Webtoon/Animation category at the '2024 Korea Pop-up Store Awards.' The event showcased how KOICA is creatively engaging the public and spreading awareness about international development cooperation and peace.
According to the agency, the awards serve to spotlight the most outstanding pop-up stores among the more than 1,500 held nationwide each year. Evaluations are based on data analysis concerning visitor numbers and search engine traffic, combined with consumer votes and detailed assessments from advertising and marketing specialists. KOICA's pop-up project was particularly praised for its ability to convey the agency's values and vision without overt advertisement, showing remarkable creativity.
The concept behind the 'PeKO Peace Forest' pop-up store was particularly appealing to the MZ generation, aligning with their preference for non-intrusive experiences. The pop-up featured PeKO, the agency's character representing peace, inviting visitors to experience a secret garden he manages. This innovative approach marked a departure from typical government initiatives, allowing attendees to naturally engage with the themes of international development and peace.
During its three-day operation, 'PeKO Peace Forest' attracted approximately 3,000 visitors, including both locals and international tourists. Participants had hands-on experiences searching for seeds planted by PeKO for world peace and played gardening games to cultivate hopes for collective action toward social improvement. The pop-up's interactive elements emphasized the importance of individual involvement in achieving peaceful coexistence and environmental protection.
Visitors were encouraged to share personal wishes or larger societal goals by writing them down and hanging them on the 'Peace Tree' at the event, creating a communal atmosphere of positivity and hope. The event was also equipped with photogenic spots, photo booths, and merchandise giveaways, contributing to heightened visitor satisfaction.
Feedback from attendees was overwhelmingly positive. Many expressed how the charming PeKO character made the complexity of development cooperation more accessible. “Through the cute PeKO character, it was easier to engage with such challenging topics,” one visitor remarked, underscoring the magic of using beloved characters to demystify serious subjects. Another attendee noted, “I would love to buy more diverse PeKO merchandise if available,” indicating strong interest and support for KOICA’s initiatives.
Ryu Jin, the head of KOICA's public relations department, emphasized the event's success, stating, “Thanks to the ‘Angel of Peace’ PeKO, we had valuable opportunities to meet citizens and communicate directly.” He indicated plans to continue raising awareness about KOICA's meaningful work through friendly and accessible methods. This accomplishment reflects KOICA's aim to carry out its public duties creatively, effectively imparting values associated with international development cooperation.
Moving forward, KOICA plans to maintain this momentum by engaging the public through various channels, making the significance of global cooperation even clearer for the community. Good communication strategies and relatable characters like PeKO will undoubtedly play pivotal roles as KOICA continues its mission of promoting peace and development across borders.