BUSAN, South Korea — Samjin Amook is giving one of Korea’s most recognizable fish cake brands a fresh coastal makeover, opening a new pop-up space in Busan’s popular Gwangalli district that blends food, local culture and lifestyle experiences.
Samjin Foods, the company behind Samjin Amook, officially opened “THE WAVE Gwangan” on September 5, introducing what it describes as a new type of brand space designed to move beyond its familiar fish-cake bakery format.
Located near Gwangalli Beach, the venue puts the Gwangalli coastline and Gwangan Bridge at the center of the experience, with a terrace and photo zones designed to make the location itself part of the attraction.
A new chapter for a Busan food icon
Founded in Busan in 1953, Samjin Amook has built its reputation around traditional Korean fish cakes. But THE WAVE Gwangan represents a different approach: instead of focusing solely on selling products, the company is using the space to experiment with collaborations, limited-edition food and lifestyle programming.
Samjin Foods says the concept is intended to create a new generation of offline experiences for the brand while connecting its long-running Busan identity with Gwangalli’s contemporary tourism and lifestyle culture.
That strategy reflects a broader shift in food retail, where established brands are increasingly turning stores and pop-ups into destinations rather than simple places to purchase products.
Fish cakes meet Gwangalli’s local food scene
Visitors to THE WAVE Gwangan can find several menu items created specifically for the new space.
Among the featured offerings are the oversized “Giant Cheese Stick” and fish-cake balls incorporating kimchi fried rice and beef fried rice.
Samjin Amook is also teaming up with local Busan businesses to create products that reflect the character of Gwangalli.
The collaborations include a special pumpkin snowflake red-bean shaved ice with Yongho-dong Halmae Patbingsu, while tropical cocktail bar FUZZY NAVEL worked with the brand on four signature drinks inspired by different views of Gwangalli: “Blue Sea,” “Sunshine,” “Sunset” and “Night Sea.”
The drinks can be ordered in either ade or highball versions, according to the company.
Opening promotion draws attention
To celebrate the launch, Samjin Amook introduced a limited opening promotion featuring three signature menu items for 1,000 won each.
The offer applies to the Giant Cheese Stick, beef-fried-rice fish-cake ball and kimchi-fried-rice fish-cake ball, with 100 units of each item available per day. The regular prices listed by the company are 6,900 won for the Giant Cheese Stick and 3,900 won for each of the two fish-cake-ball varieties.
The promotion is subject to the operating situation of the pop-up.
It’s not just about food
One of the most notable elements of THE WAVE Gwangan is its lifestyle programming.
Samjin Amook plans to introduce activities tied to the local community, including a running-crew program developed with running specialty retailer RACEMENT. The program is scheduled to begin later in September.
That addition is significant because it positions the venue as more than a temporary food outlet. The company says it intends to continue developing seasonal content and partnerships with local brands and communities.
Why Gwangalli?
Gwangalli is one of Busan’s best-known coastal areas, drawing visitors with its beach, nightlife, restaurants and views of Gwangan Bridge.
For Samjin Amook, the location provides a chance to connect its historic Busan identity with one of the city’s most recognizable contemporary destinations.
The company says THE WAVE Gwangan is meant to create “new enjoyment” by the sea while allowing visitors to encounter Samjin Amook in a setting that differs from its existing stores.
Korean business outlets have described the move as part of Samjin Amook’s effort to develop a next-generation offline model, with local partnerships and lifestyle content playing a central role.
A test for the future of Samjin Amook
The Gwangalli project could ultimately become more important than a single pop-up.
By combining a heritage food brand with tourism, local collaborations, social-media-friendly spaces and community activities, Samjin Amook is testing how a traditional Korean food company can appeal to visitors looking for an experience rather than simply a meal.
For a brand that began in Busan more than seven decades ago, the message is clear: tradition remains at the center, but the way customers experience it is changing.
THE WAVE Gwangan is scheduled to operate from 11 a.m. to 9 p.m., with the company planning to continue introducing seasonal programs and collaborations at the space.
And if the Gwangalli experiment succeeds, Samjin Amook’s biggest transformation may not be the next fish cake it creates—but the kind of destination it builds around it.
WWC ONE MEDIA G.A
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