Targeting Game Enthusiasts "Gen Z"... Hyundai Department Store Transforms into a "Content Hotspot"

Hyundai Department Store announced on April 14, 2026, that it will be holding a series of relay popup stores in partnership with the global immersive game Roblox at four locations: The Hyundai Seoul, The Hyundai Daegu, Chungcheong Branch, and Ulsan Branch.

Hyundai Department Store Pangyo Branch Roblox Pop-up Store. Provided by Hyundai Department Store

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The first event will take place at The Hyundai Daegu from April 22 to May 10. With education as its theme, the event will offer a variety of unique experiential content. On the 8th floor, the cultural center will host special lectures focused on coding and digital citizenship. In the basement level 2 goods shop, a wide array of character merchandise-such as Roblox apparel, school supplies, and keyrings-will be available for purchase. Chungcheong Branch and Ulsan Branch are scheduled to hold their Roblox popup stores in July and September, respectively, while The Hyundai Seoul plans to host its event in December.

In addition to Roblox, Hyundai Department Store plans to expand collaborations with global gaming companies such as Blizzard and Riot Games. The company aims to strengthen its overall intellectual property (IP) content competitiveness by including not only games but also subculture content such as character exhibitions and virtual idol festivals. For popular IP content, Hyundai Department Store is also considering bringing them in as regular merchandise developers (MDs) at its offline stores and at 'The Hyundai Hi,' its premium curation specialty mall.

Hyundai Department Store’s move to enhance its IP content is intended to attract customers in their teens and twenties, who are accustomed to online consumption and exhibit strong fandom-driven purchasing trends. In fact, at The Hyundai Seoul, which has the highest proportion of customers in their teens and twenties among all its stores, more than 40% of the 600 popup stores held last year featured IP content such as games, entertainment, and animation. Among customers in their teens and twenties who visited these IP popup stores, six out of ten were new customers who had never visited Hyundai Department Store before.

A Hyundai Department Store representative stated, "In the past, IP popups tended to be one-off content, but our goal now is to develop them into sustainable content." The representative added, "For young visitors, our aim is to become Korea’s leading ‘content hotspot,’ offering a differentiated offline space experience that goes beyond simple sales."

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