Cass Hosts Pop-Up ‘CASS World’ in Seoul to Celebrate Brand Renewal

OB Beer will run a brand pop-up store called “CASS World” at MM Seongsu in Seoul from April 11 to 20 to celebrate the renewal of its flagship beer, Cass.

In March, Cass applied a new VBI package design to all of its products, highlighting freshness and crispness. Inspired by a “cascade,” the new design uses a linear radial pattern to maximize visual impact.

The pop-up “CASS World” is designed for consumers to experience the brand's renewed image with all five senses. Inspired by waterfalls, themed zones such as “Ice Cave” and “Mineral Spring” deliver a refreshing visual atmosphere.

Key highlights include the “Ice Cave,” which visualizes Cass’s cold-brewing process at 0°C for 72 hours, and the “Cascade Zone,” which expresses the brand’s core value of freshness like a waterfall. Visitors can also enjoy product tastings at the “Cass Bar,” take photos at a 3D hologram ICE photo zone, customize T-shirts, and more.

Exclusive Cass merchandise—such as T-shirts and phone cases—will be available, with a total of 18 limited-edition items offered.