A new store in North Korea’s capital is selling fireworks that resemble the largest nuclear missile in the country’s expanding arsenal, in what one expert called an effort to profit off of citizens’ pride in the long-range weapon capable of striking the continental U.S.

The Changgwang Fireworks Store in the recently developed Hwasong District appeared in a state television news bulletin on Sunday night, showing fireworks modeled after the Hwasong-17 intercontinental ballistic missile on full display.