Jungang Square Hosts 990sqm Mega Popup at Hyperstage
Summer Vacation Theme, Fun Activities... Collaborations with Galaxy, Kelly, and More
Shinsegae Centum City is hosting a pop-up store featuring the popular game characters "Kongya Restaurants" and "Yongi Store."
This pop-up, held from the 16th to the 25th with a summer vacation theme, welcomes customers with a variety of fun attractions and interactive events.
Organized in partnership with Netmarble M&B, this event utilizes Netmarble's flagship character IP, "Kongya." Among the Kongya series, "Onion Kongya" has gained widespread popularity, especially among the 10s and 30s age groups, for its big, sparkling eyes and uniquely bright expression, which inspired the "Malnoongwang (Malgeun Nuneui Gwangin)" meme.
Located on the second basement floor, the pop-up spans a total area of 300 pyeong, featuring a goods shop where visitors can purchase various Kongya character figures and plush toys, as well as experience zones with a mirror photo spot and beverage tasting events.
Additionally, "Samsung Electronics Galaxy Campus" and HiteJinro's beer brand "Kelly," both collaborating with Kongya Restaurants, have each prepared interactive events, and visitors can also find limited-edition merchandise.
Furthermore, a "Yongi Box" vending machine will be available, offering five types of Kongya goods such as limited-edition plush keyrings, stickers, postcards, and transparent photo cards, all randomly included. The boxes are sold in limited quantities each day, with a maximum of three per person.
The goods shop will showcase a total of 94 different products, including the "Busan Seagull Keyring," a local Busan item. Featured products include the Yongi Box containing acrylic keyrings and jumbo stickers, random figures featuring Kongya characters, and the Kelly Kongya Spinner Smart Tok. Depending on the purchase amount, customers will also receive various gifts such as Onion Kongya balloons and Rice Ball Kongya pens.
Despite the scorching heat on the opening day, over 200 customers lined up, once again proving the popularity of Shinsegae's character and entertainment IP pop-up stores aimed at "fandom consumption" culture.
Shinsegae Centum City is expanding pop-up events in collaboration with various IPs, targeting "Otaku" culture centered around MZ generation customers.
"Otaku" is a shortened form of "Odeokhu," the Korean pronunciation of the Japanese word "Otaku." Recently, fandom consumption centered on "Otaku" has become a powerful trend.
Last year, the "BT21 Gold Edition" pop-up, based on the character IP of global K-pop group BTS, attracted idol fandom demand. This year, relay idol pop-ups featuring Zerobaseone and NewJeans have drawn tens of thousands of Otaku from across the country.
Lee Eunyoung, Head of Lifestyle at Shinsegae Department Store, said, "Collaborating with various IPs, including character IPs, is essential to leading new trends," adding, "We will continue to expand unique content such as pop-ups to reflect the diversifying needs of our customers."
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