[Report] Visiting Emart24's '24BLACK'... "From Chanel Bags to Game Characters"

Game and Luxury Platform Pop-up Store Opening
Purchase Luxury Goods via MustIt App
Get Game Items When Buying Collaborative Products

On the afternoon of the 6th, customers are entering the Emart24 popup store '24BLACK' in Jongno-gu, Seoul.

[Asia Economy Reporter Lim Chun-han] "The exterior and entrance of the building are decorated so lavishly that you would believe it’s a luxury brand store."

On the afternoon of the 6th, Mr. Kang, whom we met at the Emart24 Samcheong-dong branch in Jongno-gu, Seoul, said, "I was searching around to use a convenience store and happened to come in by chance. I bought a drink and out of curiosity, I explored up to the second floor. I don’t know much about games, but the product and luxury exhibition space was fascinating."

This store is the pop-up store ‘24BLACK’ opened by Emart24 in collaboration with the MMORPG Black Desert and the luxury platform MusstIt. The entrance is wrapped in golden luxurious lights, and the exterior welcomes customers with fashion photo shoots in black and white, with only the products held by the models highlighted in color. The first floor of the store is arranged like a typical convenience store, and a photo booth is set up to the left of the entrance where photos are printed with the Emart24·Black Desert phrase at the bottom.

On the afternoon of the 6th, luxury goods were displayed at the Emart24 popup store '24BLACK' in Jongno-gu, Seoul.

The stairs leading to the second floor are accented with black interior design. Here, staff wear white gloves and guide visitors, giving the feeling of being in a luxury store. A staff member on site introduced, "Hello. You can start viewing the exhibition from this side. For purchases, you can scan the QR code which connects to the MusstIt application for payment." Actual items on display include Chanel tote bags, Chanel crossbody bags, Prada hats, and Balenciaga shoes alongside game characters and collaboration product figures.

On the product display shelves, eight Delicious Black items, a collaboration with Black Desert, are sold: Black Pepper Chicken, Spicy Chicken Mayo, Black Pepper Chicken Shrimp Gangjeong, Grilled Steak Burger, Squid Ink Pasta, Cheese Spicy Chicken Kimbap, Black Sesame Cream Cheese Rice Cake, and Choco Churros Snack. Customers who purchase these products can receive in-game items, attracting users to the store. Mr. Bang praised, "The product names like Geomeunsamgak and Geomeunchuro reflect the game, which I think is very clever. It was even better because I could get game rewards too." Emart24 and Black Desert collaboration fans and stickers were available for free.

An Emart24 representative said, "Through this pop-up store offering a completely differentiated experience and the Black Desert collaboration products, we aim to deliver a special premium sentiment to customers. We plan to continue building a unique image through innovations that go beyond the framework of convenience stores."

This content was produced with the assistance of AI translation services.