Total Popup Sales of 7 Billion Won in One Month
Reborn as a 'Enter Tenant' Sanctuary
Hyundai Department Store announced on the 18th that the number of visitors who visited the pop-up stores of three virtual idol groups held sequentially over the past month at The Hyundai Seoul has exceeded 100,000. The Hyundai Seoul hosted the pop-up stores of 'Isekai Idol', 'Stellive', and 'Playve' consecutively from the 15th of last month until the day before yesterday.
The sales from the virtual idol pop-up stores held over the month surpassed 7 billion KRW. The company analyzed that the success was mainly due to the introduction of experiential content. A company official said, "The pop-up stores played a significant role as a 'link' connecting online and offline, creating synergy with the virtual idols."
Customers are watching the virtual idol 'Playve's concert on the 5th floor of The Hyundai Seoul in Yeongdeungpo-gu, Seoul. [Photo by Hyundai Department Store]
Hyundai Department Store views this 'Enter Tenant' (Entertainment + Anchor Tenant) strategy as successful and plans to continuously introduce related content in the future. Through this, they aim to extend shoppers' dwell time and increase destination visitors by leading with entertainment content that incorporates advanced digital and media technologies. In fact, more than half (56%) of The Hyundai Seoul's total sales last year came from a wide-area market located more than 10 km away, and the wide-area market share of sales from the entertainment pop-up stores was even higher at 72.3%.
A Hyundai Department Store official stated, "As retail is being redefined from a simple shopping space to a place where new and unique experiences are enjoyed, entertainment content, which was previously considered a niche in the distribution industry, is being actively developed into anchor tenants with high customer attraction."
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