[Report] 'Open Run' Since the Night Before... Blackpink Popup Store Sells Out 7 Million Won Bicycles

BLACKPINK X Verdi Popup Store Opens on the 14th
Dozens Line Up from the Night Before
7 Million Won Electric Bicycle 'Sold Out'

"I've been waiting since last night. It's not boring at all. In fact, it's enjoyable."

An electric bicycle worth 7 million won, directly designed by Verdi. The 10 units prepared in advance sold out in one day. (Photo by YG Plus)

Ms. Nari, a Taiwanese (right), did an "open run" from the night before. (Photo by Oh Yugyo)

On the 14th, Nari (30), whom we met in line near Hongdae, Seoul at the 'BLACKPINK Pop-up Store,' was full of excitement. She said she came from Taiwan and had been holding her spot since the rainy night before. Equipped with a folding chair and a mat, she spent the night enjoying the wait in her own way, posting 'proof shots' on Instagram. Nari is a 'true fan' who has attended BLACKPINK's world tour concerts 14 times. She also plans to attend the world tour finale concert at Gocheok Sky Dome this weekend (16th-17th). She smiled brightly, saying, "I want to get inside quickly and buy all the MD (merchandise related to a specific event or person)."

7 Million Won Electric Bicycle Also 'Sold Out'

It wasn't just Nari. Dozens of 'Blinks' (BLACKPINK's fandom name) who stayed up all night for the open run gathered. The reason why a diverse group of people regardless of race or nationality waited eagerly was that the BLACKPINK pop-up store, a collaboration with Verdy, landed in Korea for the first time. Verdy is a designer recognized as a leader in the Japanese street fashion scene. Limited edition MD such as T-shirts, hoodies, hats, and accessories designed directly by Verdy were available at the pop-up store. The pop-up store, which traveled through London, Paris, New York, and LA, arrived in Seoul and runs from this day until the 17th.

The pop-up store consists of two floors. The first floor sells MD, and the second floor is designed as an experience-focused space. Especially eye-catching was the 7 million won 'Super73 electric bicycle,' which also attracted attention in the U.S. Super73 is a U.S. brand known for being ridden by global stars like Justin Bieber and Snoop Dogg. Verdy modified the design of this bicycle into BLACKPINK versions in pink and other colors. The 10 units prepared in advance were 'sold out.' YG Plus, the operator of the pop-up store, is considering adding more stock. YG Plus is a subsidiary of YG Entertainment that handles album and MD distribution.

K-pop Pop-up Stores Evolved into Cultural Spaces

An experiential space on the second floor where mirrors engraved with each member's name are lined up side by side. Many people were taking the trendy 'mirror shots' these days.
Photo by YG Plus

In the past, K-pop pop-up stores were mainly for simple album promotion. Overseas artists still mostly operate spaces only for selling MD. However, K-pop pop-up stores have evolved into cultural spaces where fans can experience and enjoy. A YG Plus official said, "The reason for the positive overseas response was because there was a space to experience." It fits well with the tastes of the younger generation who take proof shots of their daily lives and share them on social media. On this day, the second floor of the pop-up store was equipped with a sticker photo booth and a space to take 'mirror shots.' They provided photo frames that made it look like fans were taking pictures with BLACKPINK members. Fans waited their turn while listening to BLACKPINK's songs playing in the pop-up store.

The pop-up store is at the forefront of IP (intellectual property) business. In BLACKPINK's case, they set up pop-up stores in cities where the world tour is held to maximize promotional effects. It was said that over 100,000 fans visited the New Jersey concert and New York pop-up store last month. This created the so-called 'concert economy' effect, where consumption increases in regions hosting large-scale performances, boosting the local economy. The reason the pop-up store was held in Seoul this time is because it precedes the Gocheok Dome concert, the finale of the world tour that toured 41 cities worldwide over the past year, attracting about 1.5 million spectators.

Marketing led by pop-up stores is also positively impacting entertainment companies' performance. YG Plus posted sales of 114 billion won and operating profit of 17.6 billion won in the first half of the year. With just the first half's results, they achieved over 80% of last year's total sales and more than 170% of operating profit. It was the best performance ever. MD sales were about 30 billion won, nearly matching last year's MD sales (35.5 billion won).