Customellow Opens 'Sad Smile' Pop-up Store

[Asia Economy Reporter Yujin Cho] Customellow, a men's clothing brand operated by Kolon Industries FnC division (hereinafter Kolon FnC), will hold a webpage and social network service (SNS) event ahead of the opening of the 'Sad Smile Gift Shop' pop-up store early next month.

Sad Smile is an online main line launched by Customellow last February. This pop-up store was planned to deliver the emotions of the online Sad Smile products offline as well. It will serve as a showroom for Sad Smile products, allowing purchases linked with Kolon Mall, and stationery, stickers, ice cream, and other items featuring the Sad Smile character will also be sold.

Before the pop-up store opens, a pre-event called ‘Wool.Eo.Do.Dwae’ will be held. Participants take photos that look like they are crying in a so-called laugh-cry situation and upload them on SNS with the required hashtags. Ten people will be selected each in July and August to receive a Sad Smile gift set worth approximately 500,000 KRW per person. Additionally, if customers purchase Sad Smile products in advance through Kolon Mall, they will receive a Sad Smile fan as a gift. Holding this fan when entering the event increases the chances of winning.

Lee Dong-ho, brand manager of Customellow, said, “Through this pop-up store, we are transferring the online content called Sad Smile offline, and customers are trying a new attempt introduced first online.” Detailed information about the Sad Smile Gift Shop and the event can be found on the Customellow website.