[Report] Full of Fun for People in Their 20s... Visiting 'KT Y Campus'

KT has opened a pop-up store called 'Y Campus' for people in their 20s. The space is filled with activities such as lectures by notable figures and various experiences, designed to promote the 20s-only brand 'Y' and increase customer preference.

KT is operating 'Y Campus' at Cafe Comma in Yeonnam-dong, Mapo-gu, Seoul, until the 28th. We visited on the first day of Y Campus's opening, the 19th.

KT 'Y Campus' exterior view
[Photo by KT]

KT runs the 'Y' brand targeting customers in their 20s. It carries out various activities such as the platform 'Y Box' for 20s customers, 'Y Dum' which provides double the shared data according to the consumption patterns of people in their 20s, the university student marketer group 'Y Futurist,' and the 'Y Artist Project' supporting emerging artists in their 20s. This Y Campus was born from the ideas of Y Futurist. It promotes the brand by including programs that support the growth of people in their 20s and content that they enjoy.

The proportion of people in their 20s in the overall Korean population is small. However, people in their 20s are one of KT's core markets. This is why the pop-up store was set up near Hongdae Ipgu Station, where there is a large floating population of people in their 20s. Kim Eun-sang, head of segment marketing at KT’s Customer Business Division, said, "In the digital age, capturing the hearts of people in their 20s and making them love the brand is directly linked to corporate competitiveness," adding, "Supporting the growth of people in their 20s is the core value of (Y)."

The five-story Y Campus is designed with a university concept. Each floor offers an experience of campus life. The basement floor is a lecture hall where lectures by notable figures are held and TVING original content is screened. The lectures are conducted with a major lecture concept, and on the first day, the 19th, Jiolpak, a popular artist in their 20s, took the stage with the theme of challenge. Notable figures popular among people in their 20s, such as KT Rolster, comedian Kim Yong-myeong, dancer Monica, creator Nerdult, short-form creator Nitmolcash, and Maeteng Kim Da-in, CEO, also appear as lecturers.

The first floor consists of a lawn plaza and admissions office, and the 1.5th floor is a cabinet. The cabinet displays illustrations and goods from 18 Y Artists. The second floor is the student council room, introducing 'Y Dum,' which will be revamped on the 2nd of next month. It is decorated with a Y2K (2000s) vibe that people in their 20s like, making it a great spot for taking 인증샷 (proof shots). The third floor is the central library, arranged like a real library with books. It offers liberal arts classes for unique experiences. On the 19th, when the reporter visited, preparations for a pouring art class (an art activity where acrylic paint is poured onto canvas or paper to capture the texture of the paint) were underway. Other classes include smartphone shooting and editing, resin keyring making, and perfumery. When classes are not in session, visitors can experience making campus newspapers or custom student IDs.

KT 'Y Campus' Central Library
Photo by KT

The fourth floor is set up as a club room and outdoor terrace. The club room introduces Y Artists and allows visitors to appreciate their works and goods. On the other side, products collaborated with LG Household & Health Care's 'Philosophy' are showcased. Stepping out onto the terrace, visitors who complete all missions can receive their degree. Graduation gowns, caps, bouquet objects, and a photo wall are provided, capturing the attention of 20s who love taking photos. Upon completing all missions, visitors receive meal tickets to exchange for snacks and prizes.

Kim said, "We study how to commercialize customer trend changes in connection with Y and continuously incorporate them into marketing activities. We strive to empathize with customers and approach them sincerely."