Emart24 Partners with Geumseong Arcade to Open 'Emart24 Geumseong Branch' Pop-up Store

The appearance of the Emart24 Geumseong branch pop-up store collaborated with Geumseong Arcade. (Photo by Emart24)

[Asia Economy Reporter Jeon Jinyoung] Emart24 announced on the 12th that it will open an Emart24 Geumseong Branch popup store in collaboration with LG Electronics' 'Geumseong Arcade.'

Emart24 will operate this near Gangnam Station in Seoul until the 27th of next month. The Geumseong Branch is designed as an experiential space where customers can enjoy games and food while experiencing the brand, featuring a newtro concept interior tailored for the MZ generation (Millennials + Generation Z), who prefer unique experiences.

This popup store implements a space convenience store located on Geumseong, following a space theme. At the entrance, Emart24’s brand character Wondungi welcomes customers dressed in a spacesuit, and the view of Geumseong through the window creates an atmosphere as if being in outer space.

Unique products such as ‘Space Latte,’ ‘Space Ice Cream,’ and ‘Geumseong Cupcake’ will be showcased to stimulate the curiosity of the MZ generation.

Additionally, leveraging the arcade concept, a coffee game exclusive to Geumseong Arcade was developed, allowing customers to enjoy the game inside the popup store. Customers participating in the game on-site will receive Wondungi merchandise as a gift, and all visitors to the popup store will be given discount coupons usable at Emart24 stores.

Emart24, which has been conducting space-themed marketing, and LG Electronics, which introduced the newtro concept Geumseong Arcade, found the commonality of ‘Geumseong’ and proceeded with this collaboration.

Kwon Heeseon, partner of Emart24 Brand Marketing Team, said, “Through this collaboration with LG Electronics’ Geumseong Arcade, we aim to provide a unique experience to MZ generation customers seeking new experiences and enjoyment,” adding, “We plan to significantly expand touchpoints with customers through innovative content and solidify Emart24’s distinctive image.”

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