Why You Should Visit the Hamel Village Pavilion: A Guide to Local Craft Beer and Coffee

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Gangjin County in South Jeolla Province, South Korea, launched the 2024 Local Branding project—sponsored by South Korea’s Ministry of the Interior and Safety—in Byeongyeong-myeon. Under the initiative “Creating Culture and Reviving Villages: New Byeongyeong Merchants,” the county is steadily rolling out programs that use local assets to boost tourism and revive neighborhood commerce.

Hamel’s Place (A Scent You Meet in Byeongyeong) is the new Hamelchon brand hall. Built around the unique assets of Hamelchon in Byeongyeong-myeon, the space modernizes the brand identity by showcasing locally made Hamelchon beer and Hamelchon coffee. It’s more than a shop—product promotion and tasting stations let visitors experience the brand up close.

The pop-up store is laid out with visitor flow and hands-on experiences in mind. Zones include beer-ingredient demos; a Hamelchon Beer + Korean White gift set; brand and product storytelling; tasting and interactive beer and coffee experiences; and purchase and consultation areas. There’s also linked programming called “Taste of the South: Walking with Liquor,” which spotlights traditional southern liquors alongside the Hamelchon offerings.

This month’s beer pop-up highlights Hamel Brewery’s new Brown Ale, introducing its concept and flavor notes. A dedicated display zone pairs visual imagery with concise description cards to make the tasting approachable. In May and June, the venue will host seasonal liquor pop-ups tailored to spring and summer.

Hamel’s Place is open Tuesday through Saturday, 11:00 a.m. to 6:00 p.m., through June 30. The address is 4 Byeongyeongnammun-gil, Byeongyeong-myeon, Gangjin County.

Gangjin County expects the space to raise the profile and competitiveness of locally produced goods while strengthening Byeongyeong’s cultural and tourism appeal—exactly what the Local Branding project set out to do.