Online Streaming Companies Seek Customers... Popup Store 'Sold Out'

Chijijik, Over 14,000 Visit 'Beonjjeok Popup'
Open Run for Popular Streamer Goods Purchase

Chijijik's 'Bunzzuk Popup' set up at The Hyundai Seoul in Yeouido, Yeongdeungpo-gu, Seoul
[Photo by Naver]

Streaming platforms are also putting effort into offline events. It appears to be a strategy to increase touchpoints with users and gain an advantage.

According to Naver on the 7th, more than 14,000 people visited the popup store "Beonjjeok Popup" held by Chijijik from the 14th to the 26th of last month. This event, held at The Hyundai Seoul in Yeouido, Yeongdeungpo-gu, Seoul, was planned to commemorate the official launch of Chijijik on the 9th of last month and to secure loyal users and increase new inflows.

After about 800 visitors came on the first day of operation, it also led to merchandise consumption. In addition to merchandise sales, Chijijik set up a "Streamer Wall" and "Photo Zone" where visitors could see autographs and replays (VOD) of about 40 partner streamers, and also prepared game matches with streamers.

A Naver official said, "Merchandise of famous partner streamers (streamers who exclusively broadcast on Chijijik) sold out quickly, and there were open runs every morning."

Another streaming platform, SOOP, is also focusing on offline events. Unlike Chijijik, SOOP mainly uses concerts or meetings rather than popup stores. On the 23rd of last month, singer Kim Jang-hoon, who is active under the streamer name "Soptyunghoon," held a "Sopgarak" concert at Chongshin University. The event received a positive response as attendees could watch the performance while being provided with a 1,000 won lunchbox. It was reported that all 800 lunchboxes prepared for the concert were sold out.

SOOP also operated an offline booth at the game show "PlayX4," which focused on console and indie games (small-scale independent developer games), last month, and held fan meetings and talk shows with famous game streamers.

The reason streaming platforms are expanding their activities to offline events is the judgment that it helps resolve the stagnation in viewer numbers. According to statistics from the application analysis company Mobile Index, Chijijik's app user ranking dropped two places from 126th in the fourth week of last month (20th?26th) to 128th the following week, and SOOP's domestic platform AfreecaTV also slipped from 130th to 131st during the same period.

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