Popup Calling Global MZ... This Spring, Department Stores Bloom with K-Content

Endemic Spring, Department Store Pop-up Targeting 'Global MZ'
Targeting K-pop Idols, K-Ramen, and K-Street Fashion

This spring, the domestic department store industry in Korea has strengthened its popup store strategy. During the COVID-19 period, popups showcasing fashion and beauty brands that had not entered department stores targeted the domestic MZ generation (Millennials + Generation Z). Over time, these popups added unique fun through collaborations across various fields, and with the rising endemic (periodic infectious disease outbreak) atmosphere, they also expanded the lineup of K-content to attract overseas tourists visiting Korea.

Models are introducing the exclusive 'Darkroom Studio×Galleria' products at the Galleria Department Store Luxury Hall.
[Photo by Hanwha Galleria].

According to the distribution industry on the 13th, Lotte Department Store will hold a large popup called 'Line Friends Lucky House' at Lotte World Mall in Jamsil, Songpa-gu, Seoul from the 14th to the 23rd, coinciding with the Southeast Asia golden holiday period this month. The interior is decorated using four-leaf clovers, and the popular character 'green romantic frog, Renini' is featured prominently to welcome customers. At the store entrance, a large Renini doll about 3.5 meters tall is installed, and over 1,000 popular character goods are showcased. In particular, Line Friends operator IPX collaborated with YG Entertainment’s large group TREASURE to create the character TRUZ, whose representative products, along with BT21 products that have already established themselves as globally popular character intellectual property (IP), are expected to attract the attention of domestic and international K-pop idol fans.

Jamsil Lotte World Mall 'LINE FRIENDS Lucky House' main character 'Renini'
[Photo by Lotte Department Store].

Shinsegae Department Store is launching a K-soul food ramen popup. From today until the 26th, popup stores for Nongshim Shin Ramyun and Baehongdong will be consecutively introduced on the basement first floor of the Gangnam branch in Seocho-gu, Seoul. This is the first ramen brand popup store introduced in a department store. It plans to provide the joy and novelty of offline shopping with unique content such as Shin Ramyun ball markers, knee blankets, grip-toks, Baehongdong mouse pads, cups, and pens, created in collaboration between drawing artist Hong Won-pyo and Nongshim. Live drawing inspired by the atmosphere on site will also be held. Shinsegae is also diversifying popup formats, recently unveiling a store at Centum City’s Hyper Ground where Shinsegae’s representative character Poovilla and EBS’s Pengsoo collaborated. Over 10,000 customers participated in the Poovilla-Pengsoo lucky box event.

Shinsegae Department Store Gangnam Branch, Shin Ramyun Popup Rendering Image [Photo by Shinsegae Department Store].

Galleria Department Store is leading with K-street fashion. From the 14th to the 16th, it will showcase five exclusive products from 'Darkroom Studio × Galleria' at the luxury hall in Gangnam-gu, Seoul. Darkroom Studio is a brand launched by rapper Simon Dominic, designers Jung Yong-mok and Kim Yong-jin, and tattoo artist/model Han Seung-jae. Since the popup began on the 8th, it has been popular, with about 100 customers lining up early ('open run').

An official from the distribution industry said, "Popup stores that previously focused on the interests of the domestic MZ generation are now strengthening unique K-content lineups to attract foreign customers as the endemic phase fully begins. As the content handled by popups becomes more segmented and collaborations between different fields diversify, the golden age of popups is expected to continue for the time being."

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