Kia Opens Esports Pop-up Store 'Jigu 6A3'

Kia announced on the 13th that it will open a unique experience space called the "Kia eSports Pop-up Store: Earth 6A3 (hereinafter Earth 6A3)" in Seongdong-gu, Seoul, from the 13th to the 30th to support the activation of eSports.

“Earth 6A3” was planned to solidify Kia’s position as a representative sponsor of eSports following its recent announcement of official sponsorship of the national eSports team and to further expand communication with fans.

This pop-up store features storytelling where visitors become pro gamers in a world different from reality, providing a deep sense of immersion.

The name of the pop-up store, “Earth 6A3,” when the “6A3” is rotated 180 degrees, becomes the name of Kia’s flagship electric vehicle, the “EV9.” This relates to the concept that visitors become pro gamers inside “Earth 6A3,” a world different from reality, like the inverted letters.

The interior of the pop-up store is composed of six parallel world spaces and three reality spaces corresponding to the numbers “6” and “3” in the name. These are further divided into ▲Section 1: Real World ▲Section 2: The Path to Becoming a Pro Gamer ▲Section 3: The Path of a First-Team Pro Gamer.

“Earth 6A3” adds vitality by combining indoor spaces that give a feeling of crossing between the real world and another world with various digital and analog game contents that allow visitors to experience the process of growing into a pro gamer step by step.

Upon entering the pop-up store, visitors first enter “Section 1,” where the EV9 is displayed, pass through a reality space with a studio apartment concept, and then move to “Section 2” through a door leading to another world.

In each space of “Section 2,” visitors can experience game contents that train and test the qualities needed to be a pro gamer in “Earth 6A3,” a world different from reality. They can enjoy digital games that actual pro gamers use to warm up their hands, as well as analog games that involve physical movement to develop agility and concentration.

“Section 3” features a photo zone designed like a car commercial shooting set, allowing visitors to indirectly experience the life of famous pro gamers. Here, visitors can rent uniforms of players from Kia’s sponsored team “Dplus KIA (formerly Damwon Kia)” and take commemorative photos with the EV6.

In the final space of the pop-up store, visitors can find “Earth 6A3” merchandise created with direct participation from “Dplus KIA” fans. Kia plans to give visitors stickers made using fan art drawn by fans and player-signed team photo cards.

Additionally, visitors who participate in on-site events such as the “Cheerful Message Writing Event” will have a chance to win limited edition goods like uniforms and mousepads signed by players through a raffle.

Filled with a variety of enjoyable activities, “Earth 6A3” operates daily from 12 PM to 8 PM, and visiting requires an online reservation in advance. On-site entry will be allowed during time slots where reservations are not fully booked or if cancellations occur.

A Kia representative said, “We wanted to support eSports culture while providing a space where fans can come out and enjoy themselves. We hope that customers visiting this pop-up store will enjoy experiencing the Kia brand and develop a friendly image of it.”

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