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LUHA LEE luhachloe@gmail.com 

"HARIBO" will show the history of gummy bears and make up stories about them from October 13, 2022, to March 12, 2023. This is to celebrate the 100th anniversary of the famous jelly brand. It is the world's first-ever Haribo-themed media art show. The title of the exhibition is "Welcome to the Haribo World," and it has turned the Insa Central Museum in downtown Seoul into a 1,300-square-meter interactive universe of mouth-watering gelatinous sweets.

▲ HARIBO World Entrance, Courtesy of flyhigh35

The brand's best-selling item is the bear-shaped "Gold Baren." It was first shown as a dancing bear in 1922, and its 100th birthday was celebrated this year, in 2022. It invites visitors to join Haribo's sweet and sour story.

▲ HARIBOIAN room, Courtesy of flyhigh35

After getting Gold baren's invitation, the first place to go is the HARIBO room. "Hariborian (for those who love HARIBO a lot) can enjoy the HARIBO World scenery outside the window and the strange-looking closet. Also, people can buy old-fashioned Haribo items like retro tin cases, posters, and figures.

▲ Haribo-themed immersive media content, Courtesy of flyhigh35

In Wild Jelly Safe Zone, a wild jelly-safe zone is a fantasy space made of colorful animal and plant jelly with the life tree, where the jelly is made, the stream with soft stone legs, and the bushes full of plant jelly. Visitors can look for jelly plants all over the wild jelly reserve.

Also, there is a space called "Hans Riegel Library." A library that bears the name of Hans Rigel, the German candy company's founder. Through the company's archives and products, visitors can gain insight into the fascinating history of Haribo, which spans from the year it was founded as a jelly candy brand to the year it celebrated its 100th anniversary. There are stories tucked away in every nook and cranny that we are unaware of.

▲ HARIBO Store, Courtesy of flyhigh35
Besides these spaces, there are various events and places where visitors can experience entering the Haribo package with motion recognition sensors and enjoy various touch games, like Mega Party Sation, as well as the HARIBO Store.