LGU+ Community Space 'Teum' Reaches 1.6 Million Visits... "Differentiated Experience for MZ Generation"

2030 Visitors Account for 76%
Collaborated with 85 Brands Over 4 Years
Currently Hosting iPhone 16 Themed Pop-up Exhibition

LG Uplus announced on the 22nd that the cumulative number of visitors to its MZ generation preference community 'Ilsangbi Ilsangui Teum by U+ (hereinafter Teum)' has exceeded 1.6 million in four years.

Opened in September 2020 on Gangnam-daero, Gangnam-gu, Seoul, Teum spans seven floors from basement level 1 to the 6th floor above ground, covering a total area of 420 pyeong (1,388㎡). Through pop-up exhibitions and events in collaboration with various brands, it plays a role in discovering the tastes of customers in their 20s and 30s and providing new experiences.

Exterior view of Ilsangbi Ilsangui Teum by U+
[Photo by LG Uplus]

Analysis of visitors to Teum over the past four years showed that customers in their 20s accounted for about 52%, overwhelmingly the largest group. This was followed by those in their 30s at 24%, and teenagers at 10%. By gender, female customers accounted for 69%, a significantly higher proportion. Taken together, this indicates that Teum provides differentiated experiences primarily to trend-sensitive MZ generation customers, especially women in their 20s.

Teum continuously changes with new appearances through collaborations with various brands. Over the past four years, a total of 85 brands from fields such as K-pop, cosmetics, and IT have collaborated with Teum, and this year alone, pop-up exhibitions were held with 17 brands.

The pop-up exhibition that attracted the most visitors on a single basis was the ‘Lego x BTS Dynamite Pop-up,’ which drew about 60,000 visitors over three weeks. The exhibition with the highest daily visitor count was the ‘Character Moona Pop-up,’ which attracted over 6,000 visitors per day. The most consistently popular exhibition was the ‘LG Twins Championship Commemoration Pop-up,’ which averaged about 3,500 visitors daily. Among the pop-ups held this year, the one that attracted the most visitors was the ‘Boss Rise’ pop-up, showcasing self-produced content.

According to the Korea Tourism Data Lab, Teum was selected as one of the places in Gangnam-gu with a high number of domestic visitors, and the number of online searches was also high at about 130,000 annually.

LG Uplus is expanding its understanding and know-how of the MZ generation gained from Teum to U+ stores nationwide. Based on the brands and products that customers responded to at Teum, general U+ stores are being converted into ‘Ilsangui Teum’ stores specialized in customer experience. Through this, not only LG Uplus customers but also customers of other companies can easily visit ‘Ilsangui Teum’ stores anywhere in the country and naturally experience LG Uplus services. In fact, based on the experience of holding K-pop pop-ups at Teum, LG Uplus applied K-pop content to three ‘Ilsangui Teum’ stores in Seoul, Daegu, and Busan, achieving a 280% increase in average monthly sales. LG Uplus plans to expand the number of ‘Ilsangui Teum’ stores currently operating in 31 locations nationwide to more than 40 by the end of the year.

Hyunseung Lee, Senior Vice President and Head of Omni-channel CX at LG Uplus, said, “Teum serves as a frontline testbed to check which brands and products the MZ generation responds to and what experiences satisfy customers,” adding, “We will continue to discover items preferred by customers and create new customer value for LG Uplus.”

Meanwhile, on the first floor of Teum, a pop-up exhibition themed on the Apple iPhone 16 is being held until the 29th. During this period, visitors to Teum can directly experience the key features of the iPhone 16 and try products such as the AirPods Max. In addition, Teum operates ▲ the ‘Keyring House’ pop-up where visitors can browse and purchase various keyrings ▲ the ‘Tsutaya Electronics+’ exhibition where Japanese home appliances can be experienced ▲ an experience zone in collaboration with the Ministry of SMEs and Startups and the Small and Medium Business Distribution Center where visitors can use and purchase products from small and medium enterprises ▲ the ‘IXIO’ pop-up featuring LG Uplus’s AI service ▲ and the ‘Kpop Merch Midum’ pop-up selling K-POP goods.

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