Event Details:
- Location: United Square B1 Atrium, 101 Thomson Road
- Dates: November 3-9, 2025
- Admission: Free
- Opening Ceremony: November 4, 4:00 PM
Overview
Now in its second year, A Taste of Jeju returns to Singapore with an expanded showcase of over 70 premium products from South Korea’s largest island. Organized by the Jeju Business Agency, this week-long pop-up aims to strengthen cultural and business ties between Jeju and Singapore while introducing local consumers to the island’s distinctive food, beverages, beauty products, and lifestyle goods.
Important Note: This is a retail pop-up store selling packaged products for home consumption, not a food court with dining stalls. While some items are available for tasting on-site, the focus is on purchasing products to take home.
What Makes This Event Special
Authentic Jeju Heritage
The event goes beyond typical retail by highlighting Jeju’s unique cultural assets. Fresh tangerines will be distributed free to visitors, courtesy of the Korea Citrus Export Corporation. More impressively, the pop-up features conch harvested by Jeju’s legendary haenyeo—women free-divers whose centuries-old profession has earned UNESCO recognition. This cultural connection elevates the event from a simple product showcase to an educational experience.
The silver belt fish on offer is caught using traditional Joo-nak methods, a fishing technique that minimizes damage to both fish and marine environments. This commitment to sustainability and traditional practices reflects Jeju’s values and adds authenticity to the offerings.
Food & Beverage Highlights
Ready-to-Eat Seafood
The seafood selection demonstrates Jeju’s maritime heritage. Jeju flounder fishcakes with crab are priced reasonably at $7.60 for 250g, while braised cutlassfish in spicy sauce costs $14.50 for 400g. These ready-to-eat options offer convenience for those wanting to experience Jeju flavors at home.
Snacks and Confections
The snack range cleverly blends Jeju ingredients with creative presentation. Hallabong chocolate shaped like Jeju’s iconic stone statues ($4.60) makes for both a tasty treat and a cultural souvenir. Green mandarin pies at $6.30 for 273g showcase the island’s famous citrus in a portable format.
Particularly innovative is Jeju Clean Industry’s sherbet jelly, made from damaged tangerines that would otherwise go to waste. Enhanced with Jeju agar and fish collagen peptide, this product demonstrates the companies’ commitment to sustainability and innovation.
Beverages
Nimome, a Korean rice wine infused with Jeju tangerine peels, offers an 11% alcohol option at $12.30 per 375ml bottle. The volcanic spring water Samdasoo, filtered through Jeju’s rock layers for approximately 18 years, will be available for tasting—a perfect introduction to the island’s pristine natural resources.
Tasting-Only Items
Several premium items are available exclusively for sampling, including marinated abalone developed with Jeju’s Maritime and Fisheries Research Institute and flourless fishcakes made with fresh flounder. These steamed cakes contain no added sugar, appealing to health-conscious consumers.
Beyond Food: Beauty and Pet Care
The event extends beyond edibles to showcase Jeju’s volcanic resources in unexpected ways. Sunscreen made from white lotus grown in Jeju’s volcanic soil features a reef-friendly SPF 60+ formula packaged in eco-conscious paper tubes—addressing both skincare needs and environmental concerns.
Pet owners will find waterless shampoo spray ($16.10) formulated with Jeju volcanic lava water instead of purified water, demonstrating how the island’s natural resources extend to pet care innovation.
Entertainment and Cultural Programming
K-Pop Performance
The opening ceremony on November 4 features Jejusteez, a K-pop dance group performing covers from Netflix’s “Demon Hunters.” The troupe’s first-place win at the Jeju Asia Pacific International Dance Competition adds credibility to their performance. Visitors can also participate in a dance workshop, making the event interactive rather than purely transactional.
Photo Opportunities
Instagram-worthy moments include a “When Life Gives You Tangerines” wall and traditional Korean hat photo ops. These elements acknowledge the social media generation’s desire for shareable experiences while maintaining cultural authenticity.
Value Propositions
Daily Promotions
The first 20 customers spending $50 or more daily can redeem Jeju flounder fishcake worth $7.60—effectively a 15% discount for early shoppers making substantial purchases. All purchases qualify for a spin-the-wheel game with Jeju souvenirs as prizes, with no minimum spending required, ensuring even small purchases feel rewarding.
Free Tangerines
The distribution of fresh Jeju tangerines to visitors is a smart strategy. It allows people to taste the island’s most famous product fresh, potentially converting them into customers for processed tangerine products.
Notable Participating Companies
Heritage and Innovation
Hallim Fisheries Cooperative (established 1977) brings 48 years of experience overseeing 18 coastal fishing villages, ensuring traditional methods are preserved while meeting modern standards.
Fissueh Company, born from research at Jeju National University, represents the innovation side with steamed fishcakes containing no flour—appealing to health-conscious and gluten-aware consumers.
Social Impact
Hahyo Salon Cooperative, run by the Hahyo Village Women’s Association, operates as a social enterprise making traditional Korean cookies with HACCP and ISO22000 certification. Similarly, Jejumami Company employs people with disabilities and women facing career interruption, demonstrating that commercial success and social responsibility can coexist.
Quality Certifications
Jejusaem Agricultural Association has won three grand prizes at Korea Liquors Contest (2011-2015) and gold awards at Monde Selection Belgium, providing international validation for their traditional Korean spirits made with volcanic bedrock water.
Complementary Business Events
The pop-up is supported by three additional events:
- Grand Opening Dinner (November 4, Park Royal Beach Road)
- Business Matching Event (November 5, Oasia Hotel Novena)
- Start-up Day (November 5-6, AWS Asia Pacific Hub)
These B2B components suggest the event serves dual purposes: consumer education and business development between Jeju and Singapore companies.
Strengths of the Event
Authenticity: From UNESCO-recognized haenyeo to traditional fishing methods, the event maintains cultural integrity while remaining accessible to Singapore consumers.
Diversity: With over 70 products spanning food, beverages, beauty, and pet care, there’s something for various consumer segments.
Sustainability: Multiple products highlight environmental consciousness, from reef-friendly sunscreen to jellies made from damaged fruit that would otherwise be discarded.
Price Accessibility: Most items are priced reasonably, with snacks under $7 and ready-to-eat meals under $15, making Jeju products accessible rather than positioned as luxury imports.
Educational Value: The event teaches visitors about Jeju’s culture, geography, and traditional practices through product stories and cultural performances.
Potential Considerations
Limited Time: A one-week window means interested consumers must act quickly, potentially missing out if schedules don’t align.
Volume Limitations: The daily promotion for the first 20 customers spending $50+ may disappoint later shoppers, though the spin-the-wheel prize for all purchases helps offset this.
Frozen Seafood: While the silver belt fish caught using traditional methods sounds appealing, it’s sold frozen, which may not appeal to consumers expecting fresh options.
Final Verdict
A Taste of Jeju 2025 successfully balances commercial objectives with cultural education. The event’s strength lies in its authenticity—these aren’t generic Korean products but specifically Jeju items with clear provenance and stories. The combination of free tastings, reasonable pricing, cultural performances, and sustainable practices creates a compelling reason to visit beyond simple shopping.
The inclusion of social enterprises and companies employing disadvantaged workers adds depth to the narrative, allowing conscious consumers to support businesses aligned with their values. Meanwhile, the various certifications and international awards provide quality assurance for those prioritizing standards.
Whether you’re a Korean food enthusiast, someone curious about Jeju’s culture, or simply looking for unique products with interesting backstories, this pop-up offers enough variety to warrant a visit. The free admission and complimentary tangerines lower the barrier to entry, while the daily promotions reward committed shoppers.
Who Should Attend:
- Korean food and culture enthusiasts
- Health-conscious consumers interested in natural, sustainable products
- Pet owners looking for innovative pet care solutions
- Anyone seeking unique gifts with cultural significance
- Families wanting an educational and entertaining outing
Best Strategy: Arrive early (especially on November 4 for the opening ceremony) to secure the daily $50 redemption offer. Come prepared to sample multiple items to discover favorites before committing to purchases. Don’t miss the free tangerines—they’re the perfect introduction to Jeju’s most celebrated product.
A Taste of Jeju – 2025 Invitation to Jeju, Korea
United Square B1 Atrium
November 3-9, 2025
Free Admission
Official Opening: November 4, 4:00 PM