[Report] Visiting Emart24 Geumseong Branch... "Enjoy Games and Take Perfect Life Shots"

LG Electronics Opens Geumseong Arcade and Popup Store
Creates Space Atmosphere with Soft Lighting
Sells Signature Menus like Geumseong and Space Latte
Instant Coffee Bean Making Game Also Available

On the afternoon of the 16th, customers are enjoying games at the popup store of Emart24 Geumseong Branch in Gangnam-gu, Seoul.

[Asia Economy Reporter Lim Chun-han] “After finishing at the English academy, I happened to pass by and was drawn in by the flashy exterior. I’m having a bit of fun here.”

On the afternoon of the 16th at the Emart24 Geumseong Branch popup store in Gangnam-gu, Seoul, Mr. Choi said, “Arcades are disappearing these days, so I had a great time after a long while. The convenience store-style snack bar was impressive, and photos come out really well under the lighting. The signature coffee, Uju Latte, is also delicious,” praising the place.

This store is a popup opened by Emart24 in collaboration with LG Electronics’ Geumseong Arcade. Located in the heart of Gangnam Station, the entrance of Geumseong Arcade was decorated mainly in red with colorful accents, instantly catching the eye. Visitors had to go through a simple personal information consent process via a QR code at the information desk at the entrance and wear a sticker to enter. By participating in the Instagram follow event here, visitors could also receive coasters and stickers. The store operates from noon to 9 PM on weekdays and from 11 AM to 8 PM on weekends.

On the afternoon of the 16th, the brand character Wondungi is welcoming customers at the entrance of the Emart24 Geumseong Branch popup store in Gangnam-gu, Seoul.

Upon entering the first floor, the scene of an arcade frequently visited during childhood came to mind. At the innermost part, the convenience store entrance featured Emart24’s brand character, Wondungi, dressed in a spacesuit welcoming customers. Blue and purple lighting created a space atmosphere, and everyone entering the convenience store was busy taking photos. Signature menu items such as Geumseong Uju Latte and Geumseong Uju Cupcake were sold, and tables and chairs were sufficiently provided for comfortable dining.

Inside the convenience store, game machines were set up to match the characteristics of Geumseong Arcade. There was a game to make Emart24’s instant ground coffee ‘Ifresso,’ where animal characters ordered coffee, and players had to select the appropriate cup, coffee, milk, and syrup to serve. The top 1st, 2nd, and 3rd scorers per game session would receive Emart24 mobile gift certificates worth 30,000, 20,000, and 10,000 won respectively, sent the following week. A staff member explained, “Everyone who participates in the game receives a 1,000 won Emart24 mobile gift certificate and a Wondungi grip tok as a gift. You can play the game multiple times.”

On the afternoon of the 16th, people are coming and going at the Geumseong Arcade popup store in Gangnam-gu, Seoul.

On the 1st and 2nd floors of Geumseong Arcade, visitors could experience nostalgic arcade games, PC online games, and console games through LG Electronics’ OLED TVs and OLED Flexes. University student Park said, “I remembered playing KartRider when I was young, so I had a 1:1 match with a friend. Neither of us was very good, but I won.” There was also a space where visitors could comfortably watch online video service (OTT) content such as Netflix, Wavve, and TVING while lying down.

Emart24 has been continuously launching game pop-up stores in collaboration with MMORPGs like Black Desert and Mir M this year, receiving positive responses. An Emart24 representative said, “Through this collaboration with LG Electronics’ Geumseong Arcade, we are providing a unique experience to MZ generation (Millennials + Gen Z) customers seeking new experiences and enjoyment. We plan to further expand touchpoints with customers through innovative content and solidify a distinctive image.”

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