In a move influenced by the continued fascination with K-pop culture among Thai enthusiasts, ‘Boggle Boggle’, a Korean noodle pop-up store reminiscent of the famed late-night food spots or vintage red tents frequently portrayed in South Korean TV dramas, has made its recent debut in Thailand.
Hosting its grand opening on June 24, Boggle Boggle occupies a space on the third floor of Siam Discovery, catering to the young Thai masses who are deeply invested in K-culture.
During an official visit to Thailand on the preceding day, Tae Yong Kim, Senior Executive Vice-President – Domestic Business at Innocean, the global marketing communication branch of Hyundai Motor Group, unveiled Innocean’s collaboration with Thai retail giant, Siam Piwat Co., who run Siam Centre, Siam Discovery, and Iconsiam, to inaugurate the very first Boggle Boggle outlet in…
