The Heineken Pocha Kit marks the grand celebration of the global beer’s 150th anniversary. Given Heineken’s unique phonetics, it is pronounced in very diverse ways worldwide, especially in Korea where “Heineken” might not roll of the tongue as easily. This led to the creation of a memorable and easy to remember nickname of “Hi네캔” (/haɪ . nɛ . kæn/). A “pocha” is the Korean word for a street vendor, often frequented by locals after work or with friends to unwind with a few drinks. Drawing inspiration from the lively atmosphere of a pocha, our kit embodies the essence of a Hi네캔 pocha, providing a cool respite on hot summer nights. As the box adorned in the iconic Heineken green unfolds, a vibrant, orange colored stall emerges, delivering a delightful wow-factor. Charming details like miniature beers and snacks, an actual beer and mug standing behind the bar akin to a thoughtful vendor chef, and twinkling lights activated by a TV-shaped button all contribute to the animated and energetic pocha vibe.
Clinet. Heineken Year. 2023 Location. South Korea Division Creative Director. Sungyoon Kim Designer. Seeun Oh, Yesol Kim Photographer. Junghun Yeom
HEINEKEN
H150 POCHA KIT
The Heineken Pocha Kit marks the grand celebration of the global beer’s 150th anniversary.
Given Heineken’s unique phonetics, it is pronounced in very diverse ways worldwide, especially in Korea where “Heineken” might not roll of the tongue as easily. This led to the creation of a memorable and easy to remember nickname of “Hi네캔” (/haɪ . nɛ . kæn/).
A “pocha” is the Korean word for a street vendor, often frequented by locals after work or with friends to unwind with a few drinks. Drawing inspiration from the lively atmosphere of a pocha, our kit embodies the essence of a Hi네캔 pocha, providing a cool respite on hot summer nights.
As the box adorned in the iconic Heineken green unfolds, a vibrant, orange colored stall emerges, delivering a delightful wow-factor. Charming details like miniature beers and snacks, an actual beer and mug standing behind the bar akin to a thoughtful vendor chef, and twinkling lights activated by a TV-shaped button all contribute to the animated and energetic pocha vibe.
Clinet. Heineken
Year. 2023
Location. South Korea
Division Creative Director. Sungyoon Kim
Designer. Seeun Oh, Yesol Kim
Photographer. Junghun Yeom