Emart24 Opens Experiential Popup Store 'Mir24' in Collaboration with Google Play and MirM

The customer experience pop-up store 'Mir24' opening on the 1st of next month.

[Asia Economy Reporter Jeon Jinyoung] Emart24 is partnering with the global app store Google Play and the global game company Wemade’s massively multiplayer online role-playing game (MMORPG) ‘Mir M’ to open a customer experience pop-up store ‘Mir24’ on the 1st of next month.

According to Emart24 on the 28th, through this collaboration, the offline convenience store space will open a customer experience-themed space commemorating the launch of Google Play Games, and the offline pop-up store will be implemented in the metaverse on the online platform Zepeto.

For the pop-up store operating throughout October, Emart24 Samcheong-dong branch will be transformed into a unique space armed with media art and objects to increase the attention of the MZ generation (Millennials + Generation Z).

The store will display the signboard ‘Mir24’ instead of Emart24, emphasizing an oriental atmosphere with a tiled roof and cheongsachorong (traditional Korean lanterns), and will install digital signage with three-sided depth on the front.

The first floor of Mir24 will be an Emart24 convenience store, and the second floor will be a game experience-themed space. Customers visiting the store can experience transitioning into the online game from the moment they ascend to the second floor via stairs that reproduce the Mir M loading screen.

The interior of the second floor of Mir24 is largely composed of ▲game experience space ▲themed exhibition space ▲photo zone ▲lucky draw event zone ▲goods sales space. Throughout the store, the calligraphy of artist Lee Jeonghwa is used to embody a blend of traditional beauty and modern sensibility.

Visitors can experience characters and enjoy offline games such as ‘Drawing the Hero’s Sword’ and ‘Monster Hunting.’ Additionally, in a space vividly recreating the Mir M universe, customers can find various goods from Google Play and Mir M, as well as collaborative lunch boxes, hamburgers, and gimbap.

On the metaverse platform Zepeto, the Emart24 Samcheong-dong store will also open on the 1st of next month. This store is located on Samcheong-dong Street, accessible via the Starfield Zepeto store street passage. The Zepeto store, implemented similarly to the actual Mir24 store, plans to continue communication with customers through various events and live broadcasts.

To commemorate the opening of Mir24, Emart24 will release a live broadcast of the ‘Mir24 Pop-up Store Pre-experience’ hosted by the couple Hong Yunhwa and Kim Minki at 9 PM on the 29th.

Meanwhile, collaboration products between Emart24 and Mir M will be sold in limited quantities until the end of November at Mir24 and nationwide Emart24 stores. The products include six types: ▲Noeje’s Lunch Box (spicy dakgalbi and pork cutlet) ▲Cheonjon’s Lunch Box (beef bulgogi set) ▲Majong’s Lunch Box (hearty pork set) ▲Uiseon’s Gimbap (burdock and beef bulgogi) ▲Paehwang’s Burger (big double bulgogi cheese) ▲Mugeukje’s Sandwich (chicken and ham). Each product includes a coupon exchangeable for Mir M game items.

Choi Eun-yong, Executive Director in charge of MD at Emart24, said, “Mir24, created through synergy between Emart24, which is strengthening its differentiation strategy through limitless collaboration, and global brands, is expected to offer customers a special experience. Going forward, we plan to greatly expand customer touchpoints with innovative content beyond the existing convenience store category and further solidify Emart24’s unique image.”

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