"Foreign Visitors Show Interest Visiting Popup Store"
Existing Usage and Loyalty Increase... Expecting Influx of Overseas Users
Popup stores are spreading like a trend among game companies. By strengthening intellectual property (IP) through popup stores, they can increase the loyalty of existing users and even attract overseas users.
Netmarble's content marketing subsidiary MNB is operating the Kungya Restaurants popup store until the 16th of next month. Netmarble expects to attract foreign users through this popup store operation. A Netmarble official explained, "Popup stores play a significant role in actually strengthening IP because they can secure visitors as IP fans," adding, "We have seen cases where foreign visitors who are not familiar with Netmarble IP become interested by visiting popup stores held in Korea."
This popup store is held at the Kakao Friends Hongdae flagship store, where 11 types of goods related to Kungya Restaurants are sold. A photo zone recreating the game has also been set up. Kungya Restaurants is a brand utilizing Netmarble's popular IP, Kungya, and is gaining popularity among younger generations such as the MZ generation.
Popup stores have been used as a means to increase contact points between users and game IPs. By showcasing IP-related products, they promote and sell products not only to existing users but also to the general public. Last November, Netmarble also operated the 'Kungya Restaurants Wish Shop' popup store at Lotte World Mall in Jamsil, Songpa-gu, Seoul. During the 10 days the popup store was open, 80,000 visitors came, and more than 100 types of products including goods were exhibited. Neowiz operated a popup store collaborating their games 'Cat and Soup' and 'Mofun Cafe' until the 7th of this month, and Nexon opened the 'PARTS Oil Bank' using the KartRider IP at the directly managed Hannam-dong gas station in Seoul last December, in collaboration with Hyundai Oilbank and Peaches.
Interest in domestic IPs and characters is also increasing overseas. According to the '2023 Overseas Market Korean Game User Survey' published by the Korea Creative Content Agency, among 442 users playing Korean games in Vietnam last year, 10.9% said they enjoy Korean PC and online games because they like the backgrounds or characters. This is the second highest figure after 'because they are interested in the game (11.5%)'. In Germany, the proportion of respondents who said they enjoy Korean games because they like the backgrounds and characters was 13.6%, following 'because they are interested in the game (14.3%)'.
Overseas game companies such as those in China are also focusing on advertising effects by opening popup stores. A representative example is the Chinese game company HoYoverse, which is operating the popup store 'Next Station, Samsung Gangnam - Penaconi Dream Shop' related to its game 'Honkai: Star Rail' until the 10th of this month. They have recreated the game's background and are selling various goods such as figures.
An industry insider said, "Popup stores are meaningful in two aspects: user management and IP strengthening, and the 'one source multi-use' business that releases various goods and content through IP is also an attractive option for game companies," adding, "Although the proportion of foreigners may not be large compared to domestic visitors at popup stores held in Korea, promotional effects targeting foreigners who like the IP can also be expected."
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