KOICA, the Korea International Cooperation Agency, garnered the Excellence Award in the Character/Webtoon/Animation category at the 2024 Korea Pop-Up Store Awards, showcasing its engaging character, PeKO. This announcement was made on February 23, 2025, highlighting the organization's innovative approach to promoting peace and international development through unique public interactions.
The "PeKO's Peace Forest" pop-up store, which took place from November 8 to November 10, 2023, near Seoul Forest, attracted approximately 3,000 visitors during its three-day run. This event was particularly noteworthy as it reflected trends favored by the MZ generation—characterized by their preference for harmless, engaging experiences. The concept centered on inviting guests to explore a secret garden managed by PeKO, KOICA's beloved communication character, which symbolizes peace.
Evaluated by the organization POPPLY, which oversees the Pop-Up Store Awards, the event was selected based on visitor numbers, online search data, public voting, and thorough assessments by advertising and marketing experts. The judges commended the pop-up for effectively conveying KOICA's values and vision without overtly branding, showcasing its creative planning.
During the event, guests engaged with interactive activities such as gardening games, where they sought out peace-themed seeds planted by PeKO around the space. They learned about the importance of collective involvement for fostering peace and development. This hands-on experience allowed attendees not just to observe, but to actively participate and connect with the essence of KOICA's mission.
RYU Jin, KOICA's PR head, mentioned, "Thanks to our 'Peace Fairy' PeKO, we had the precious opportunity to meet and communicate with citizens directly. We aim to share our meaningful initiatives with the public through friendly and accessible means."
The pop-up store was not merely decorative; it served as an engaging platform where visitors could express personal wishes— from health and career aspirations to broader wishes for world peace and environmental protection—by writing them on notes and hanging them on a symbolic peace tree. This aspect of the installation encouraged community interaction and positive energy sharing.
Attendees praised the event for making the serious topic of development cooperation more relatable and enjoyable. Comments from visitors indicated appreciation for PeKO, which helped demystify complex issues tied to international aid. "The cute PeKO character made it easier to understand development cooperation, which usually feels distant," one visitor noted. Another said, "I would love to see more diverse PeKO merchandise available for purchase!"
The event's creative layout included photo zones and lucky draw events, adding to the festive atmosphere, and helping to maximize visitor satisfaction. It left attendees with fond memories and greater awareness of KOICA's work. This initiative set the precedent for future events aimed at connecting with diverse audiences and reinforcing the organization’s commitment to peace and development.
KOICA's recognition at the Korea Pop-Up Store Awards exemplifies its proactive stance on engaging younger generations and the public at large. By leveraging relatable characters and interactive settings, KOICA is carving out pathways for meaningful discussions about international development, making it accessible and intriguing for all ages. This successful model demonstrates how creative approaches can effectively communicate serious and impactful themes.