Cultural / Context information for the jury

Gompyo is the hottest brand in Korea in 2021. Though it’s a flour brand with a 70-year history, it has made various brand merchandise to communicate with the younger generation. The response from consumers has been enthusiastic. Each new merchandise was sold out. People wandered the stores to look for it, and did not hesitate to stand in line for hours. The Gompyo merchandise was moving people, and we decided to use this power of the Gompyo goods in a good way.

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We opened a special pop-up store at the top of the mountain on 300 meters above sea level, with the popular Gompyo brand merchandise. We named it “Gompyo Plogging House”. In order to get the merchandise, you have to hike the mountain for over an hour and pick up the trash around the mountain. Because you can only exchange trash picked up from the mountain for it. First, receive a dedicated bag at the entrance of the mountain, pick up trash while hiking, and had them exchanged it to the merchandise what you want at the store of the top.