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GUSU (Gusu), a joint brand reimagining Gyeongbuk’s traditional jang — the savory Korean fermented sauces — is making a play for Seoul’s city crowd. Gyeongbuk Provincial Agricultural Research and Extension Services is running an interactive pop-up in Yeonnam-dong for three days through the 19th. The event turns the fermentation that transforms soybeans into jang into immersive, hands-on content that visitors can try for themselves. A selfie-ready photo zone and mission-style activities are paired to help Millennials and Gen Zers feel more familiar with jang. Gyeongbuk Province says it will use the pop-up to raise brand awareness and measure consumer reactions and trends. #TraditionalJang #GyeongbukJointBrand #PopUpStore Yonhap News TV — For inquiries and tips: KakaoTalk/LINE jebo23; Ji‑hoon Jeong (daegurain@yna.co.kr)
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