“Bukchon Filled with Charcoal Scent”... Crowds Gather for Dodram ‘Nanrohoe’ Gourmet Experience

[Field Report] “Bukchon Filled with Charcoal Scent”... Crowds Gather for Dodram ‘Nanrohoe’ Gourmet Experience

People gather in one place to taste Dodram products / Photo by Kim Seul-bin

| NBNTV = Kim Seul-bin | A modern version of the Nanrohoe was recreated in a hanbok-style traditional house in the heart of the city. Upon entering the courtyard of Hwigyeomjae, a traditional house in Bukchon Hanok Village in Jongno-gu, Seoul, the savory aroma of pork grilled over charcoal brushed against the tip of the nose. This is the scene at the ‘Dodram Nanrohoe’ pop-up store, which is being held from the 6th to the 8th. Motivated by the traditional seasonal custom of ‘Nanrohoe’—where people gathered around a charcoal brazier in late autumn to grill meat and share warmth—this space was designed to allow visitors to experience the brand's value of 'togetherness' through all five senses.

Participants participating in 'Gather Together,' one of the Dodram Nanrohoe programs / Photo by Kim Seul-bin

◆ From the beginning of 13 farms to today... ‘Gather Together’

The space is composed of four thematic areas: 'Gather Together,' 'Enjoy Together,' 'Eat Together,' and 'Share Together.' Passing through the entrance and entering the hanok, the first space, ‘Gather Together,’ greets visitors. Along a large brand Wall built following the hanok corridors, the 30-year growth trajectory is fully captured, from the early stages when 13 pig farms joined forces to form a cooperative in 1990 to becoming a leading domestic pork brand.

The background of the establishment, where each farm chose solidarity and cooperation instead of independent survival, naturally aligns with the community spirit of the Nanrohoe, where people gathered around braziers during the Joseon Dynasty. Walking along the wall, one can clearly see the identity of the cooperative, which has grown centered on coexistence rather than being a simple livestock brand. The background of the cooperative's founding and the origins of Nanrohoe are presented in a quiz format, and participants who solve the tasks are given exclusive coins.

Participants enjoying various programs in 'Enjoy Together' / Photo by Kim Seul-bin

◆ Enjoy traditional games and make scent pouches to collect coins... ‘Enjoy Together’

The path leading from the main house to the courtyard is filled with participatory programs applying traditional folk games. Activities include Yutnori, where large sticks are thrown to move Dodram character pieces, and a game where participants throw Jeollip (traditional military hats from the Joseon Dynasty) to hang them on logo targets. In the adjacent space, there is a scent pouch-making experience where participants pick 8 to 10 heart-shaped soap pieces in pink, green, and yellow—symbolizing vegetables, meat, and garlic—to put in a pouch. Visitors earn imitation coins as rewards whenever they complete tasks by participating in the games.

Participants receiving kits containing subdivided Dodram products, including new releases / Photo by Kim Seul-bin

◆ Sizzling brazier gourmet and the taste of new products... ‘Eat Together’

The highlight of the Nanrohoe, the ‘Eat Together’ zone, is filled with the savory aroma of meat. A total of four types are included, including existing products such as charcoal-grilled intestines, Dodram Han-don plump Vienna sausages, and properly made whole pig trotters, along with the new product 'Dodram Yukpo-ten' which is ahead of its official launch.

A visitor met on-site said, "It is meaningful because it is a place where I can directly check and taste various processed meat products, including new products, beyond just a simple experience." Recreating the atmosphere of ancestors who gathered around braziers to share freshly grilled meat, visitors enjoyed the food culture while sharing warmth in the gourmet spaces prepared throughout the veranda and courtyard.

Participants putting collected coins into a donation box / Photo by Kim Seul-bin

◆ Share memories and experiences and also share meat... ‘Share Together’

The final destination of the event, 'Share Together,' is decorated as a space for recording and donation linkage. A 'Pungryu Ne-cut' photo booth, where people wear traditional clothing and fur hats to take photos, and a physical guestbook are operated, with writers receiving embroidered bookmarks in the shapes of perilla leaves, mushrooms, or meat. The red coins obtained at each experience zone are inserted into the 'Dodram Storehouse' donation box installed at the exit, and the accumulated coins will be linked to donations of livestock products for the underprivileged based on the amount.

Park Kwang-wook, head of the Dodram cooperative, said, "We have integrated the community spirit of the Nanrohoe, where neighbors shared food culture around a brazier in the past, with the brand's value of coexistence. We plan to deliver a new experience of processed meat through the play and gourmet experiences held in the hanok space."